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Are you using Pinterest to increase brand awareness? (an experiment) | Social Success Marketing®

Jan 2, 2022
Are you using Pinterest to increase brand awareness? (an experiment) | Social Success Marketing®

It has been awhile now since Pinterest has given its pinners the ability to pin videos.

But I was blown away by what I saw last night, and then, again, this morning when I checked the data of a video that I pinned.

If you are using Pinterest for brand awareness, then I highly recommend that you pin your own videos on that platform.

“Pinterest doesn’t work,” they said. I always have to qualify that sweeping generalization.

Because Pinterest works for others.

One of the key metrics on Pinterest for brand awareness that I for accounts we handle is video views.

What was the video that I pinned?

It was getting late, but I stayed for a few minutes to check Pinterest’s analytics.

What I noticed is that within a few seconds of my pinned video going live, over 200 Pinners started watching it already.

Here’s the data for that.

Then the following day, less than 24 hours later, here is the number of views: 1,600+ people.

The pinned video stomped all other content types in terms of times it gets seen.

How I came to that conclusion is because I also pinned two additional contents after I pinned the video. (See below).

Two Potential Questions

These questions may have crossed your mind when you read mini-case studies like this, or when you hear other people, like me, gush about the potential of Pinterest (or other platforms) to grow brand awareness.

Will my company get the same business result for our product or service?

Honestly, I have no idea.

I know that may not be the answer you want to hear.

But here is how to find out if Pinterest would work, or not, for your business, try it.

Test the different content formats and colors. Measure outcome. Then you’ll know.

In hindsight, if it does not work after testing it, you will do your business a favor because you will not be wasting business resources there anymore. It is a win.

Also, don’t forget to track it using measurable and identifiable key performance indicators. That is how you will determine the success of your social media efforts using any platforms, anyway.

Should my business be on Pinterest?

Only if the people you wish to connect with are hanging out on Pinterest.

But, “It’s a platform for Moms!” I have seen someone say that on Reddit recently.

That is a common perception about Pinterest. I have heard it echoed an number of times. But that perception is inaccurate.

Fact: Pinterest platform is used by women across different ages with the millennials topping the list.

Want, proof? Here it is.

All Pinterest users | Image by Pinterest

Inbound Traffic

Going back to the question: I suggest that you consider being on Pinterest if you want to grow traffic to your website.

Pinterest has always been the top social media inbound web traffic driver of all social media platforms, in my experience, over the years.

Lastly, consider being on Pinterest if besides increasing inbound traffic and knowing that your audience is there you ALSO have enough resources (time, people, or money) that you could allocate to manage Pinterest well and consistently.

If you don’t have the resources, then you do not have to. Every social media platform is a time-hog, and they all work differently, and Pinterest is no exception.

If you are doing well on whatever social media platform your business is on, stay there.

Master that platform. Expand later when you can do so.

I have said this before but I’ll say it again; you don’t have to be in all social media platforms.

It’s a Wrap

If you want to grow brand awareness, the quickest way to scale this is to pin videos on Pinterest. If you have videos already, repurpose it on Pinterest and watch the success metrics.

P.S. Should you want to to see the video that I pinned on Pinterest, you can view the video here.

P.P.S. If you like to read the unabridged version of the video in text format, it is this article.

I hope you find this content helpful.

Now, what do you use Pinterest?

This content was originally published here.