There are several statistics out there to suggest Pinterest should be a social media priority for every business. According to Wayfair, shoppers referred by Pinterest are 10 per cent more likely to make a purchase than those who arrive from other networks like Facebook and Twitter. What’s more, they spend 10 per cent more on average too.
And it seems like Pinterest is fully aware of its power and potential, as two recent updates are targeted specifically at businesses that use this rapidly expanding network.
Pinterest ‘News’ notification
The first update refers to a new section known as ‘News’, which provides a snapshot of recently updated content that has been posted by the brands and boards you follow.
“With News, you can discover things like the latest projects people are collecting Pins for or interesting businesses they’ve found to follow,” revealed Christie Bienemann in a blog post.
Therefore, if a business adds a Pin, creates a board, likes or follows something, its followers will see these updates in their notifications. After clicking through and engaging with the same content, they can repin, follow or like something themselves and this activity will show up for their followers and Facebook friends to see.
The second update will enable businesses to learn about their followers and customers in a more detailed way through a new Pinterest Analytics platform. According to the network, the move comes because several businesses changed their product and marketing strategies based on what was happening on Pinterest.
For example, after Lowe’s “create-your-own-colourful-doormat” Pin received more than 200,000 repins, it introduced a DIY-focused marketing strategy. Juniper Cakery also altered its cake design techniques after learning about their customers’ tastes and preferences through Pinterest.
“We’re excited to announce a new, smarter analytics tool to help businesses worldwide continue to improve how they work, with meaningful insights about what their customers are interested in,” said Jason Costa in a Pinterest blog post.
Some of the Pinterest Analytics platform’s most significant new features include:
- Audience insights – Greater understanding about the people who engage and interact with your businesses along with additional information about what interests them.
- Traffic and engagement metrics – The ability to see what kinds of content followers interact with most from the business’ Pinterest profile and website. Also see how much traffic your site gets after adding the ‘Pin It’ button.
- Further engagement advice – The new Pinterest Analytics will also provide advice on how to increase impressions, clicks and repins to optimise your strategy, reach more people and drive further engagement.
“We’ve gotten lots of great feedback about our analytics tool, and we hope this new version helps you improve how you do business—whether it’s updating your product offerings after seeing what’s popular on Pinterest, or changing how you pin based on what’s trending with Pinners,” Costa added.
But to take advantage of Pinterest’s new analytics feature, you’ll need to have a business account.