Pinterest isn’t just for day dreaming anymore. Users, especially Millennial Moms, are utilizing the platform along the entire purchase funnel-from looking to planning, all the way to purchasing. Holly Pavlika, SVP Social Strategy at Collective Bias, dives into the power of Pinterest in an interview with Bob Gilbreath, president of Ahalogy, a leading Pinterest marketing optimization company.
Pinterest offers several benefits to brands that choose to use the platform, including generating awareness and encouraging social conversation. One of the most basic, and valuable, benefits often goes unnoticed, however; Gilbreath says Pinterest can be used as a free insight tool. Instead of paying research companies to untangle the mind of the consumer, brands can look at a user’s Pinterest boards to gain insight. Pin boards are often plainly named for their purpose, such as “Places I want to see,” or “I want to be a better mom.” This allows a brand to see how a consumer thinks and gives hints to their shopping intentions.
Pavlika also offers several thoughts brands should keep in mind when using this social platform. Common goals, such as pinning frequently and consistently, covering a wide range of topics, and providing genuine content are included in the list, but her tips take it a step further and suggest brands target the Millennial mom in a more focused manner. Ideas like showing projects she can complete with her child, or using Pinterest like a branded magazine are valuable tips to reaching a demographic is more often than not the final say in purchasing decisions.
Gilbreath says Pinterest is the go-to resource for today’s Millennials mothers, starting with her looking broadly, narrowing down the search, and finally going to buy the product, create the recipe or do the craft. Millennial moms have settled into using Pinterest in a way that suits them, now it’s up to brands to find a way to reach these moms effectively. View the whole article here.