Your audience is on Pinterest. Are you?

"There's no doubt that we have all enjoyed the convenience of adding something to our basket on Amazon and having it arrive on our doorstep less than 24 hours later. But as shopping has moved online, something has been lost from the experience. The online experience is scroll, click and add to cart. But as shoppers, we want so much more. We want to explore other possibilities without feeling overwhelmed. We want to try stuff on, not just read reviews. We want to browse, not just buy."

"With Pinterest bringing all the best parts of shopping offline online, you can see why the channel attracts 450 million monthly active users (or pinners, if we're going to use the official lingo), and all these users are doing more shopping than ever before. That's where our Digital and Social teams come in - innovating our strategies to meet shoppers on their journey."

"Unlike Google, where users often know the brand they're looking for, Pinterest users start searching and saving ideas before they're ready to purchase. This means Pinterest provides an opportunity to place your brand in front of their faces in the planning stage, so we can influence them in their later purchasing stage. In fact, 61% of pinners in the UK have gone on to make a purchase as a result of seeing branded content."

Online shopping delivers fast, convenient fulfilment but removes browsing, discovery, and spontaneity from the shopping experience. Shoppers increasingly miss exploratory behaviours like window shopping, trying items on, and finding unexpected products. Pinterest bridges offline and online shopping by fostering discovery and saving during the planning stage, reaching 450 million monthly users and encouraging more shopping through inspirational content. Brands can appear early in the customer journey on Pinterest, influencing later purchase decisions rather than waiting for search-driven demand. Sixty-one percent of pinners in the UK report purchases after seeing branded content, making Pinterest a strategic channel for discovery-driven marketing.

Read at The Drum