A recent study conducted by Digitas and Curalate revealed that approximately 70 per cent of brand engagement on Pinterest is generated by individuals, illustrating that some brands may be relying too heavily on consumers to highlight products and services on their behalf says search, social media and PR company Punch Communications.
Pinterest provides significant opportunities for brands to showcase their goods or services, for instance via lifestyle narratives or glossy product shots, but the report indicates that not enough brands are posting original content for existing users. The study found that fashion related pictures receive an average of 46 re-pins but only 18 per cent of fashion retail brands are pinning items. Not only can this lack of management easily result in brands losing control over the messages they wish to convey through the images, titles and the accompanying descriptions, but they are losing the chance to focus shoppers’ attention on flagship or high-value products.
When Pinterest’s user number began to grow and brands initially explored the potential returns, engagement data was not available; this impediment to clearly ascertaining return on investment has added to brands’ hesitancy in utilising the platform to its full potential. Plus, over the past year, photos posted on Facebook generated 2 million likes, whereas the collective audience liking content on Pinterest was less than 500,000. With the attraction of greater user numbers paired with a lack of insight, the majority of brands have continued to put resource into the ‘top tier’ platforms, such as Facebook and Twitter.
However, Pinterest launched an analytics tool in March this year that allows brands to easily identify trends, improve content and ultimately drive their own engagement. For example, brands can discover reach and click-through figures over a certain time frame and monitor the type of content that gets the most re-pins. Such information can inform a pinning strategy as well as the compilation of images for a Pinterest board and a brand’s website.
Moreover, by relying on consumers to pin and share, brands are also missing out on the opportunity to optimise the image attributes in order to be visible in both Pinterest and search engine search results. Pinterest has already revealed its effectiveness as a discovery tool, so it is important businesses take advantage of the channel as a step on the ecommerce consumer journey, helping to generate awareness, preference, conversion, loyalty and advocacy.
Pete Goold, managing director of Punch Communications, said: “Pinterest is a valuable platform for businesses to raise awareness about what they have to offer consumers through imagery. However, as the recent study highlights, a number of brands are relying on current and potential customers and clients to pin, which can result in the messages they wish to convey becoming unclear or distorted.
“Now that brands can properly measure the return on investment through the recently launched analytics tool, it’s easier than ever for businesses to create informed strategies and understand the return on investment. The platform has proved highly effective in attracting consumers and moving them closer to making purchases, so brands should take full advantage of this by posting content that users will be inclined to like, share and re-pin over time. Plus, taking the time to optimise images will improve visibility on both Pinterest and in search engine results to consumers who want to discover new products.”
For more information about the integrated digital PR services that Punch offers, please visit www.punchcomms.com or call 0044 1858 411 600. www.pinterest.com/punchcomms
This press release was distributed by ResponseSource Press Release Wire on behalf of Punch Communications in the following categories: Consumer Technology, Media & Marketing, Retail & Fashion, for more information visit https://pressreleasewire.responsesource.com/about.