Pinterest is a hub for individuals searching for ways to do things differently. Users are engaging, information-seeking, could-be-converters, yet few companies are leveraging their content on the platform.

One major audience of Pinners that wishes that wasn’t the case are parents. With 40% of U.S. parents currently on Pinterest, its a go-to site for many to find products or services related to child rearing, cooking, home-decorating, clothing and MUCH more.

Over half of those parents say it’s their first stop when it comes to researching parenting services or products; and a whopping 81% say they find Pinterest to be such a useful platform, they wouldn’t know what to do without it.

It’s not just the pins for blog posts on ideal paint colors to match your baby’s eyes or trending toddler styles that are what these parents are looking for.

74% of moms 18-49 years old shared that they find branded content to be helpful. They use Pinterest to help them find the brands right for their family.

Finding a receptive audience for ads in today’s digital landscape is difficult; so Pinners are a unique breed, differentiate themselves from users on other social media platforms by being more receptive to branded content. If you’re not capitalizing on this in some way, finding a way to incorporate it into your strategy could drive engagement rates.

Companies are finding creative ways to promote their products and services to audiences specifically searching for similar content.

Can you spot the ads in this “easy dinner recipes” search?

Through visually engaging native design, companies are able to meet consumers on their level, advertising to them in a way that’s unintrusive, informative and meets their needs.

Here, Bertolli pasta is advertising their frozen meals to those searching for recipe ideas, and Zaycon Fresh is promoting their farm fresh foods by delivery; all without disrupting the non-branded content while simultaneously answering the query of the search.

Pinterest users are more apt to shop online, and 27% of Pinners are willing to spend more on things they’ve found through their research on the site.

Pinterest even offers the option to sell your product or service straight from your pins.

Buyable pins aren’t available to all accounts, but if you’re approved for them, your pins will come with an “add to bag” feature. This allows consumers to shop your products without having to disrupt their experience on Pinterest. Order details and payment information is sent directly to you, the merchant, to be processed.

And even if you’re not approved for buyable pins, chances are Pinterest will still drive sales to your site; it drives more referral traffic than any other social platform, including Facebook.

Interested in selling on Pinterest? Find out how to start here!

 

by Kelly Spencer

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