In 2016 Pinterest hit 150 million active monthly users and over 2 billion monthly searches. It’s becoming quite clear: Pinterest is to visual discovery what Google is to traditional internet search. If you’re not taking advantage of Pinterest to leverage your brand, blog, business, or anything in between, it’s time to rethink your marketing strategy.
Recently, Tim Kendall (President at Pinterest) shared four Pinterest marketing trends to watch in 2017. Here’s what you need to know.
2017 Pinterest Marketing Trends to Watch
Creativity will drive new growth.
As a creative junkie I couldn’t be more excited about this statement. In the past, creativity took a backseat to traditional, in-your-face marketing. Now, in the age of competitive visuals, it’s time to embrace creativity. Want to win on Pinterest in 2017? Be thoughtful, creative, and inspiring – tempering clear ROI with storytelling and relationship building.
High-utility content will take center stage.
Just what does that mean in plain English? It’s time to embrace the world of video. In 2016 Pinterest saw an increasing number of videos saved. What kind of videos? Bite-sized, how-to videos that teach people how to do something useful. The fact is, if video isn’t part of your marketing plan you’re missing out. Need a little inspo? Brit. Co does a fabulous job of creating engaging video tutorials.
Oh, and if you’re choosing to promote those videos, Pinterest displays static Pins below every video so you can tell your brand’s story with a strong call to action.
Distributed content is the future.
In 2017 marketers will need to pivot from the idea that successful marketing means every piece of content must be restricted to their personal domain. This means distributing content across the web, in an effort to reach your audience wherever they may be. The problem is, how do you measure what’s working across so many points of discovery? Pinterest has a plan for that. Tim promises new products slated for 2017 that will help Pinners move from the moment of discovery, to fulfillment.
Measurement will shift to first touch.
This is kinda a big deal. For the most part, marketers have focused on the last click, you know, the one that leads to the sale. However, savvy marketers now realize engagement is what matters, regardless of where it happens. Lesson to be learned: content that is discovery based leads to more clicks than a hard sell approach. Make it your goal to build relationships with your customers at every part of the buyer’s journey and the sales will come.
I don’t know about you, but I’m most excited to see how brands take advantage of short videos on Pinterest in 2017. My head is spinning with possibilities!
How will these four trends impact your 2017 Pinterest strategy? Tell me about it in the comments below!