Sprout Social Inc.
07/23/2024 | News release | Archived content
Pinterest Social Media Trends 5 Best brands on Pinterest to learn from
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"You know what I really like? Pinterest. I've got a lot of stuff saved. I deleted Instagram and Twitter on my phone. I have TikTok, and I have Pinterest… Puppies, breakfast, workout videos and booty shorts. I see all the content I want to see."
This quote from Megan Thee Stallion during a recent chat at Social Media Week captures the buzz we've been hearing in marketing circles: Pinterest is having a moment. With more brands revisiting the platform, marketers have a chance to make the platform a worthy addition to their marketing strategies in 2024 and beyond.
This article will look at five of the best brands on Pinterest, discuss successful strategies and explain how to maximize your brand's efforts on the platform.
5 of the best brands on Pinterest
More brands are using Pinterest as not only a place to upload shareworthy images, but to promote products and drive conversions.
Here are five brands using Pinterest to build successful campaigns in 2024.
1. Not On The High Street
Not On The High Street is a British online marketplace that curates unique gifts from small businesses. As the name suggests, these items aren't available in mainstream stores.
The brand's Pinterest profile gets over 10 million monthly views using a mix of keywords and product-focused hashtags. This increases organic traffic to their account, while other tactics, like seasonal campaigns, drive conversions.
For example, when UK schools broke for the holiday break, Not On The High Street launched a Pinterest campaign focused on teacher gifts. Each Pin had a product image along with multiple descriptive keywords, like "candle teacher gift" and "soy wax candle":
This strategy not only helps Pinterest users find products using the platform's built-in search, but it also gets the brand noticed by Google and drives organic search traffic to its board.
2. Sephora
French beauty retailer Sephora uses its Pinterest boards to drive traffic and conversions through product placements.
The brand integrated its entire product catalog into its account and created Pinterest Shopping ads to encourage customers to checkout. Shopping ads automatically target Sephora's existing audience, so viewers will see the Pins with the most relevant mix of products for their needs.
Sephora also uses Pinterest's Mutually Exclusive, Collectively Exhaustive (MECE) structure for its content campaigns. This strategy targets specific audiences and goals across five separate campaigns. When the campaigns are combined, they cover different parts of a customer's lower-funnel journey. The five separate campaigns include:
- Home feed prospecting using open targeting
- Search prospecting using open targeting
- Home feed remarketing for site visitors
- Search remarketing for site visitors
- Dynamic targeting using page visits and add to carts
Segmenting, retargeting and prospecting, along with content placements on search and home feeds, have enabled Sephora's campaigns to reach the right visitors at the right time.
Headspace
Despite only having 14.3 thousand followers, Headspace's Pinterest feed gets over 850 thousand monthly views. The brand follows one of the platform's key strategies-Pinterest Boards.
Headspace has created a library of premium mindfulness content with everything from guided meditations to sleep content and breathing exercise. These pins are separated into folders with titles like "Headspace for Kids" and "Headspace Courses" so they're easy to find:
These Pins are free for anyone to use to manage stress or increase mindfulness, but they also play a bigger role in Headspace's marketing strategy.
The Headspace app doesn't have a free plan and users can only test it out with a limited-time free trial before they sign up for a subscription. The free content on Headspace's Pinterest board is a great way to encourage potential users to try before they buy-giving people a preview of what they'll get if they do choose to subscribe.
Affirm
Affirm is a buy now, pay later service shoppers use to buy products from their favorite brands online.
It partners with retailers across numerous industries-everything from auto and home goods to clothing, electronics and travel. In a recent Sprout webinar, Social Media & Brand Marketing Lead Deandre Moore explained how Pinterest helps the brand meet its primary demographic despite offering such a wide array of products.
"Our primary demographic are Millennials, so we look very heavily at Instagram and Pinterest. I personally think that Pinterest is very overlooked and it's a great platform when it comes to driving traffic and conversions, especially from a paid perspective."
- Deandre Moore, Social Media & Brand Marketing Lead, Affirm
Moore says figuring out what content Affirm's audience engaged with helped the brand shape its Pinterest strategy. For example, the team noticed there were conversations online about people creating vision boards, so they created a travel campaign inspired by the trend.
"We saw there was this concept of manifestation and how people were thinking for the year," Moore said. "There were so many different reasons why people travel. We took all that information in and we really used it to craft our copy and creatives. It's honestly one of our best performing assets of the year so far."
The New York Times
The New York Times' Pinterest profile might not be what you'd expect. Rather than hard-hitting news stories, its Pins focus on fashion, travel and cooking.
While some of the other brands on our list use Pinterest as a bottom-of-funnel strategy, The New York Times' account focuses on brand awareness and content distribution.
A primary strategy for the NYT is repurposing content from its main news site to target audience segments interested in more culture-focused topics. It then uses press photographs to create individual Pinterest boards focused on specific people and events, like its coverage of the 2023 Met Gala and detailed celebrity portraits.
It's a great example of thinking outside the box and using Pinterest as a platform to get content in front of different audiences.
Deep dive: successful strategies top brands use
There are some Pinterest-specific tactics and strategies brands can use to find success on the platform.
Pinterest's own guidance encourages brands to create full-funnel strategies to cover target audiences across the customer journey. It's important to look at this full-funnel strategy from an organic and paid perspective.
Organically, brands should determine what content and products their audience is searching for. Like the earlier example of Not On The High Street, keyword targeting is perfect for adding specific product phrases to match intent on Pinterest's search bar.
Find these by using Pinterest's built-in keyword tool, which you can find in the Ads section of your Business account:
This will uncover what keywords your audience is using, monthly volume and any similar keywords for products. For paid placements, Pinterest suggests different content formats are more successful than others across each of the funnel stages like building awareness, driving consideration and securing conversions:
Alongside a full-funnel strategy, there are other Pinterest tactics to drive results:
- Optimized product feeds: Your products, Pin structure and metadata feed into Pinterests' algorithm, which will then rank content based on relevancy. The better your data and organization of each Pin, the more likely it is for Pinterest to recommend your content.
- High-impact video: Tools like Premiere Spotlight, the platform's exclusive ad placement service, can help brands get better video ad exposure and compete with other brands during a customer's buying decision.
Like any marketing strategy, the best way to make your Pinterest efforts successful is through experimentation. Try different Pin formats, target audiences at certain funnel stages and use the brands we mentioned as inspiration for growing your presence on the platform.
Analyzing impact: How Pinterest drives business results
Pinterest research confirms its popularity is on the rise-especially with Gen Z.
According to Sprout Social's Q2 2024 Pulse Survey, 51% of all consumers feel Pinterest content is more positive compared to content on other social networks, including 60% of Gen Z respondents. This result is no accident, with Pinterest investing in features like its 'body type ranges' tool to give users the choice to self-select what shape mirrors their own in search results to boost body positivity.
Along with brand awareness, recent Pinterest platform upgrades are helping businesses drive conversions. The platform strategy aims to boost conversions and grow traffic on a brand's page using tools like:
- Mobile deep links: Direct people to a specific page on your website to buy products or another action.
- Shopping videos: Brands can now capture audience attention using video and directly link to showcased products.
- API access: Send conversions directly to Pinterest using a secure connection for more accurate reporting.
With all of these conversion-focused tools, it's clear Pinterest is more than just a place to save aesthetically pleasing images-it's a platform for brands to drive real results.
Takeaways for your brand's Pinterest strategy
Now is the time to jump on the Pinterest bandwagon and build a successful strategy around organic and paid content.
The brands we highlighted prove no matter what goals you want to achieve, Pinterest has an avenue to achieve it. Whether it's building brand awareness or driving conversions, Pinterest can capture audience attention at any stage of your marketing funnel.
To learn more about how to be successful on the platform, check out Sprout's article on building a Pinterest marketing strategy.
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Kimberlee Meier
Kimberlee Meier is a B2B/SaaS content writer who specializes in long-form SEO and thought-leadership pieces to help companies fuel their growth.