If you’re ignoring Pinterest because you don’t think it’s a useful platform for publishers, you may want to think again. Pinterest has far more potential than just a hub for DIY projects and recipes. In the last few years, a massive space has opened for all sorts of users to grow their businesses, even publishers. Let’s look at some of the benefits of Pinterest for publishers and which ones you can start implementing for your business.
Benefits of Pinterest for Publishers
The hesitation of publishers to jump on the Pinterest bandwagon is understandable. When it comes to timely content, Pinterest is not the place. This platform prioritizes interests and inspiration rather than chronological events.
However, don’t discount the app yet. Several prominent publishers use Pinterest to their advantage while also posting articles to drive website traffic. Pinterest users like to buy and are searching for something unique. There are over 440 million users on Pinterest every month, with 87% looking to help your revenue stream. It’s also important to note Pinterest users remain primarily female (about 76.7%).
Less Investment, Higher Rewards
Pinterest is more relaxed compared to other social media algorithms. You can build a following on the platform without posting five times daily if your pins are visually pleasing and catch your target audience.
Promoting your pins on Pinterest can also cost you less and yield better results. Pinterest reports a 2.3x more efficient cost per conversion on their ads compared to other social media platforms. This eager group of users is known for spending twice as much for products they want; your small investment could reap big rewards.
Social Bookmarking and Cross-Promotion
Pinterest has established itself as a social book marketing tool with accessible content to cross-promote. Ever see a photo you love on a website and pin it for later? Or read a Facebook recipe you decide to pin so you can make it for the upcoming holiday?
Pins are easy to share, save, and categorize. You see them everywhere, and you can save them at any time. For news consumers, this can also apply to articles.
Pins Last the Longest on Social Media
We’ve said it before, but the lifeline of a pin is one of Pinterest’s biggest strengths. Pins are one of the longest-lasting pieces of social media content around. In the social media world, they’re considered immortal; this is probably one of the most significant benefits of Pinterest for publishers and any company who chooses this platform.
Tweets have a half-life of about 18 minutes; Facebook posts live for about 30 minutes. Instagram will give you a little longer, with a half-life of about 19 hours. But Pinterest pins can continue to live weeks, months, and even years after creation, driving traffic back to the same parent page every time.
Pinterest Leads Social Shopping
Predictions released by Reuters Institute for 2022 show that social shopping is about to take off more than ever before. You may have already noticed that platforms like TikTok and Instagram are creating more features to sell and promote products and services; Pinterest has already been leading this area for years.
Pinterest has long been the platform where users go to look for purchases, and the platform is making it even easier to do it. In the spring, Pinterest launched the ‘Idea Pin’ feature, allowing users to add images, record short videos, save lists, and more, all in one pin. These pins stay at the top of the page for easy access and are perfect for step-by-step guides, targeting audiences, uploading multiple pieces of content, and curating a collection of products or services.
Pinterest Audiences are Loyal
Pinterest users are unlike your typical social media users. You know the ones we’re talking about–the ones that trade platforms like hotcakes based on what is popular. Users on Pinterest genuinely enjoy the app and are there for a reason. They take time to curate their boards and lists and continuously search for new content. If you can gain Pinterest followers, you’ll probably also be able to maintain them.
Successful Publishers on Pinterest
Newsrooms like the New York Times and NPR strategically use Pinterest to push their content. If you look at the New York Times Pinterest account, you’ll see they’ve created multiple boards highlighting their visual work. Their boards range from editorials and op-eds to fashion tips and celebrity portraits. While their follower count is just over 302K, their page generates more than 10 million monthly views!
You may also recognize other famous publishers scrolling through Pinterest: Daily Mirror, Sunday Times, and NBC Sports. Each publisher crafts and organizes its content differently to drive website traffic. Some of the more popular niches for publishers on Pinterest include:
- Interior design
Pinterest May Not Be Your Priority– But It Can Help
As publishers, there are many other platforms to suit your needs. Twitter and Facebook continue to lead for news consumption, followed by Instagram and LinkedIn. But Pinterest certainly has a place with publishers, especially for revenue streams in the affiliate and merch space.
Pinterest is a place to drive traffic to your long-lifeline content. This is a platform for meaningful engagement and loyal followers. If you have content you want people to spend time on, and you’re trying to avoid fast scrolls and few clicks, exploring Pinterest may be worth your time.
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