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And then there is the way people use Pinterest. 98% of searches on Pinterest are unbranded, meaning your small business has the same potential for discovery as do those who’ve spent millions and decades on promotion. And 77% of Pinners have discovered a new brand or product with 84% making a purchase because of something they found on Pinterest. A recent, as yet unpublished study by BuzzSumo and Chris Penn found that for top B2B content, being shared on Pinterest had more impact on traffic potential than content length or format. That’s incredible! Can you imagine then the potential impact for B2C content?
WHY SOME GIVE UP ON PINTEREST When you start marketing your business on Facebook or Instagram, you may not see huge follower growth at first, but you WILL see some likes and comments. That feels great, and makes it easier to continue. With Pinterest, it can take a little time to see the results. Because people compare Pinterest to “social media” platforms, expectations for instant gratification are often high, and unrealized. Pinterest is not a social media platform - it’s a search and discovery platform - meaning, what you have done with great success elsewhere doesn’t directly translate.
Another challenge for many marketers is that they want to transfer all they know about social media platforms and repurpose that on Pinterest. This is a recipe for disappointment!
