How to Use Pinterest to Help Cross-border E-commerce Create Explosive Products
Part 1 What is Pinterest?
Pinterest被描述为一个"视觉发现引擎"，为用户提供寻找想法和灵感的平台。用户可以通过帖子（如图片、视频、信息图表等）来创建自己的图板，保存和整理自己喜欢的Pin图。通过点击Pin图，用户可以访问相关网站以获取更多信息，甚至可以直接在平台上进行购物！
Pinterest covers a wide range of common industries, including food, financial services, beauty, fashion, retail, telecommunications, entertainment, home, automotive, travel, and tourism. No matter what keywords or long-tail keywords you input, you can find rich content and other similar interests on Pinterest.
According to data from 2021, Pinterest has 478 million monthly active users, with approximately 60% being female. It is a paradise for housewives and women in Europe and America. In the global ranking of active social media users, Pinterest ranks 14th, slightly lower than Kuaishou (481 million), but higher than Twitter (397 million).
Since 2016, Pinterest's user base has been steadily growing and has tripled. During the COVID-19 pandemic, people spent more time at home, leading them to turn to Pinterest for inspiration, hobbies, and tips. The user count increased from 335 million to 478 million!
Here are some statistics that further demonstrate the undeniable influence of Pinterest:
In the United States, 80% of millennial women and 40% of millennial men use Pinterest.
49% of US users have an annual income exceeding $100,000.
Half of Pinterest users use the app for shopping.
Pinterest users spend 80% more on retail than non-users of the app.
The likelihood of Pinterest users clicking to learn about products or services is three times higher than other social platforms.
Pinterest ads have a lower cost per conversion, only 2.3 times that of other platforms.
Part 2 How do Pinterest ads work?
Pinterest是一个社交平台，通过吸引那些具有"面向未来的心态"的用户来衡量消费者的意图。在该平台上，用户不断"浏览"关于未来无限可能的内容，如下一个发色、纹身、度假胜地、烘焙食谱等。这为品牌提供了广阔的发展空间。
Pinterest's ads tell business stories through visual means. They are very effective for the following marketing goals: increasing brand awareness, driving website traffic, promoting conversions, increasing video views, and boosting sales.
Pinterest's ads are visually oriented, and different ad formats can help achieve various advertising goals. Currently, Pinterest offers the following advertising products:
标准Pin：标准Pin是以垂直或方形格式呈现的简单静态广告。它们融入到主页的动态摘要和搜索结果中。唯一的区别是标有"由XX推广"的标题。这类似于Facebook广告在新闻摘要中带有"赞助"标签的方式。
Video Pins: Video Pins are similar to standard Pins, with the only difference being that one is a static image and the other is in video format. According to reports, there is a 53% increase in the likelihood of purchasing a product after watching a video.
购物广告：品牌广告商可以在其账户上创建一个"商店"标签，并上传他们的产品目录，将其转化为独立的Pin。当用户浏览时，他们可以看到各种产品。购物Pin广告通常用于推广最新系列和其他电子商务产品。这些Pin非常有用，因为它们可以包含产品的详细信息，让用户点击以了解更多信息，甚至进行购买！
轮播广告：轮播广告本质上是标准Pin，但用户可以通过滑动一个Pin来浏览多个"卡片"（包括图像或视频）。每个Pin可以包含2到5张卡片。每张卡片都可以有自己的标题、描述和链接。因此，你可以让用户通过一个轮播广告访问5个不同的链接。
Pin Collection: Pin Collection displays a primary image at the top of three small images. Pinterest designed this simplified format to help retailers drive e-commerce sales. The idea is that users see the primary video or image in their feed, and when they click on it, they are taken to a small storefront page where brands can showcase up to 25 products. This provides a pleasant shopping experience for Pinterest users!
Utilizing Pinterest to promote products is a highly effective method in the cross-border e-commerce industry. This article will introduce how to promote products through Pinterest by building brand image, optimizing product images, leveraging SEO advantages, utilizing advertising services, and engaging with users.
1. Building Brand Image with Pinterest
On Pinterest, users often search for creativity and inspiration, which provides an opportunity for businesses to establish their brand image. Companies can convey their brand image to users by creating a brand profile and dedicated boards. When users search for relevant keywords on Pinterest, they are more likely to find and trust the brand.
2. Optimizing Product Images
On Pinterest, images are the most important content, so cross-border e-commerce companies need to optimize their product images to make them easy for users to discover and share. Specific measures include selecting high-definition images to showcase clear and vivid product images, adding tags and descriptions to make it easier for users to find products, and maintaining brand consistency to enhance user recognition of the brand.
3. Utilize Pinterest's SEO advantage
Pinterest has a significant advantage in search engine rankings because its content is search engine friendly. To improve rankings on search engines, cross-border e-commerce companies can optimize their content on Pinterest. Specific measures include selecting keywords that are favorable for search engine rankings and incorporating these keywords into tags and descriptions, sharing useful content to increase user engagement, and sharing Pinterest content through social media platforms to increase external links.
4. Use Pinterest's advertising services
In addition to free promotion methods, Pinterest also offers advertising services to help cross-border e-commerce companies obtain traffic and exposure faster. Through Pinterest's advertising services, businesses can choose different ad formats and delivery methods based on their needs and budget to achieve better advertising results.
Promoted Pins are commonly used ad formats that can be displayed on users' home pages, search results, and related recommendations. Promoted Videos showcase products and brands in video format, which better attracts users' attention. Companies need to conduct thorough analysis and optimization based on target users and advertising strategies, while continuously monitoring and optimizing during the ad campaign to ensure optimal results.
Pinterest offers the following advertising delivery methods:
CPC (Cost per Click) ads: charged based on the number of times users click on the ads, suitable for businesses that want to gain more traffic and exposure.
CPM (Cost per Mille) ads: charged based on the number of times the ads are displayed, suitable for businesses that want to increase brand awareness.
CPV (Cost per View) ads: charged based on the number of times the videos are viewed, suitable for businesses that want to attract users' attention through videos.
5. Interact with users
On Pinterest, interacting with users is crucial. By engaging with users, businesses can understand their needs and preferences, optimize products and promotional strategies. Therefore, businesses should actively respond to user messages and comments, and establish close connections with them.
To successfully promote products on Pinterest, businesses need to persist and not rely on tricks. Persistence is key, continuously outputting content, avoiding the mindset of pursuing explosive effects. The focus of marketing is accumulation and sedimentation, rather than simply pursuing the results of "exploding posts" and "viral content." Learn from others' successful cases in the process, rather than just looking at the results, solid accumulation of marketing strength is the most effective support for cross-border e-commerce.