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Why Your Small Business Needs to Be On Pinterest

Sponsored By Pinterest
Hands holding a phone that show Pinterest on the screen

Imagine showcasing your brand and driving sales to over 450 million people every month. With Pinterest, that can be a reality.

Since 2010, Pinterest has served as a way to gather inspiration to create a life you love.  

Pinterest is a visual inspiration platform where people come to find ideas across life’s moments big and small, from what to cook for dinner and how to decorate their home to what to wear and how to style their look. People come to Pinterest to plan. This means they are coming to Pinterest to look for new ideas—they’re actively considering what to do or buy next. And, businesses can reach them when they’re making a decision about what products and services to try. Needless to say, if you have something to sell, you should be on Pinterest.

The Pinterest Difference

For businesses, Pinterest’s unique audience mindset is what sets the platform apart. Users come to Pinterest to be inspired and at the discovery phase of the purchasing journey with purchasing intent. Of the more than 450 million people who come to Pinterest each month around the world, nine in 10 have commercial intent. Since 97 percent of searches are unbranded, businesses of all sizes have a chance to be discovered on the platform. In fact, an even playing field of keyword-based searching means your product has the same chance of being viewed as some of the biggest brands in the world.

What’s more, Pinterest provides an online shopping experience that’s similar to that of in-store, in terms of browsing aisles, seeing curated collections from retailers, and price comparisons. 

Considering that 83 percent of weekly Pinners make a purchase based on the content they see on the site, being seen can be both an introduction to your brand and a sale.

A display of Pinterest posts showing loungewear items to represent the platform's partnership with Shopify

Partnering with Shopify

To strengthen its ability to drive sales for small businesses, Pinterest launched its partnership with Shopify in the US and Canada in May 2020. Today, that partnership expands worldwide to 27 additional countries. 

Through the partnership, small-and-medium-sized businesses can turn their online product catalogue into shoppable Product Pins. The Pins seamlessly integrate throughout the platform and offer Pinners a quick and easy way to go from searching for inspiration to purchasing your products. 

“Developing an e-commerce strategy has never been more crucial for businesses of any size, and we’re especially committed to supporting SMBs by providing them with quick and easy access to our shopping features without the need to deploy resources,” said Erin Elofson, Head of Canada and Australia at Pinterest. “Our partnership with Shopify is matching the unique mindset of the Pinterest audience who are coming to the platform to find their next product or service to try with the more than 1.7 million Shopify merchants around the world who can now easily bring their products to Pinterest to drive sales. This is a powerful partnership that benefits both shoppers and businesses—especially SMBs.”

Linda Dang, Founder of Sukoshi Mart, connected her Shopify store to Pinterest as a way to draw consumers to her Japanese and Korean beauty and lifestyle products. Since connecting the platforms, she has gained access to new audiences, including the Gen Z market.

“Leveraging Pinterest for our existing Shopify catalogue allowed us to give customers pricing and availability information on a brand new platform,” said Dang. “Pinterest is instrumental in reaching audiences we know are inspired by Japanese and Korean beauty trends, snacks, and lifestyle culture.”  

How to Maximize Pinterest Reach

In addition to engaging consumers with Product Pins, you can expand your brand’s exposure by traditional advertising throughout the site. Businesses can easily turn Product Pins into Shopping ads. Through the Shopify partnership, you can run dynamic retargeting campaigns to re-engage with those who have already expressed interest in your products and increase your chance of customer conversion. For Sukoshi Mart, Pinterest ad campaigns saw a 3.5x higher return on ad spend than the industry average in Canada.

An example of a Product Pin on Pinterest that makes it easy to direct Pinners to buy your products.

To ensure the best visibility for your business, use relevant keywords to describe your products within the description of your account and your Pins. Since the platform acts as a source of inspiration for consumers, we recommend creating high-quality, visual content that is aesthetically pleasing and displays how a user would wear, showcase, or use your product if possible.

Most importantly, to make the most out of Pinterest, you need to be on Pinterest.

Every month, nine out of 10 of Pinterest’s over 450 million monthly active users are looking for inspiration on what to purchase—make sure it’s your product they see.

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