Pinterest has become a game changer in the field of influencer marketing with its monthly viewership reaching nearly 170 million today. While the average retweet share is only 1.4%, Pinterest boasts 100 times more spreadable pins than a tweet, and if we talk about Facebook, even the half-life of a Pinterest pin is 16000 times more than that of a Facebook post.
Owing to this, brands are now finding Pinterest as a powerful tool to convert their target audience into buyers. Launched in 2010, the platform now leverages more than 75 billion pins and has a great potential in increasing brand sales.
Brands in search for influencers, however, need to understand the unique nature of Pinterest wherein unlike other social media platforms, it takes nearly three and a half months for an average pin to reach half of its end traffic. Businesses will have to look out for micro-influencers who have a reputation of pinning interesting, eye-catching content to a board about any particular niche.
Finding someone with the capabilities of amplifying pins through the Pinterest search engine platform is the key behind any brand’s success on this platform. An influencer with loyal friends than the one with ‘just friends’ has a higher chance of influencing the sales of any product.
The presence of macro-influencers having a following of over 10,000 also majorly helps in spreading awareness for any brand. Being high quality content producers, the images they pin can significantly help brands get better traction. However, Pinterest statistics show that the engagement rates of micro-influencers are much higher (25%-50%) than macro-influencers (5%-25%).
Pinterest gives content utmost importance. A sparkling, clear, high quality image surrounded by enticing text can be found by any searcher even after months of being uploaded. The best way for any brand to launch a successful influencer campaign for their product on Pinterest is to select the right combination macro and micro-influencers who are experts in the field of their product.
Macro-influencers are well-known on Pinterest to create appealing, informative and high quality content which is SEO-friendly, while micro-influencers have an expertise in the distribution of that content. The images preferred on this platform are generally vertical with an aspect ratio of 2:3 or 1:3.5. These influencers can also use the six types of rich pins – App, movie, article, recipe, product and place, which have added information on the pin itself.
An estimated 93% consumers are influenced by Pinterest for making purchases. Although the platform has had a history of love/hate relationship with influencers, there’s no denying that its popularity has reached heights in recent times. Brands are now including Pinterest influencer marketing as an integral part of their business strategy.