Pinterest has been a key player in the social media world since 2009. Many digital communications professionals may overlook Pinterest and the power that it has within 21st-century social media. Pinterest is not a platform of the past and it is here to stay. Pinterest surprised fellow digital communications professionals when it “closed out 2019 by overtaking Snapchat as the third-biggest social network in the United States. Facebook and Instagram hold the top spots” (Insider Intelligence eMarketer). Pinterest allows individuals to explore their creativity and interests.
“Pinterest is an image search platform, which functions somewhat like an online mood board. Users ‘pin’ images they like to ‘boards’. Images are uploaded by users, and can then be pinned by other users. Users are also served an algorithmic feed based on selected interests. In 2018, an additional more social feed was added, based on followed accounts, presented in chronological order. Both word and image-based Pinterest searches can be conducted. The algorithm is driven by visual and textual data” (Business of Apps).
As digital communications professionals, keep in mind that the Pinterest user demographic is predominantly women, with 77.1% of users being women as of January 2021.
Digital communications professionals frequently utilize Pinterest because it is applicable for almost any product or service, no matter the size or price. Organizations can take advantage of Pinterest’s “Promotional Pin” feature which offers great brand exposure. Pinterest also launched a Pinterest Business account feature, which is a great strategy for digital communications professionals who are interested in advertising on the popular platform.
“Pinterest is the visual discovery engine. Our mission is to bring everyone the inspiration to create a life they love” (Pinterest Newsroom).
A great social networking aspect of Pinterest, for professionals in digital communications, is the ability to follow fellow Pinterest users. Celebrities also enjoy the platform and use it to share their own ‘boards’ with their followers. Individuals who greatly impact contemporary society are on the platform, such as Oprah Winfrey, Tracee Ellis Ross, and Reese Witherspoon. There have been over 200 billion pins on the platform since 2009!
As with any social media platform, digital communications professionals need to use Pinterest often in order to master utlizing the platform in a business setting. In 2019, Pinterest was rated the 10th most relevant platform in the United States and it should not be ignored by digital communications professionals!
Come back next Sunday to find out more about other significant platforms for digital communications professionals!