aybe you’ve had Pinterest since 2010 when the platform launched and have boards filled with recipes (we know, you’ll get around to trying them out one day.) Or maybe you recently joined the platform along with millions of others during the start of the coronavirus pandemic, searching for DIY crafts, sourdough recipes, or places to escape to in the future. Maybe you’ve never been on Pinterest in your life. If the latter is true and you’re a brand, we’re excited for you two to meet.
While Pinterest has long been dominated by fashion and food bloggers appealing to the platform’s largely Millennial female user base, it’s since expanded and has become a shopping powerhouse thanks to a series of new features and a collaboration with Shopify last February. By the end of 2020, Pinterest saw a record-high of 442 million users.
Also important to note: Pinterest saw nearly 50% year over year growth for Gen Z and male users who looked to the platform to search for pins regarding social good, future growth, beauty inspiration, fashion ideas, life skills, and family-friendly ideas.
Running the spectrum from large home decor brands to niche fashion brands, Pinterest offers a unique way to reach a rapidly growing audience that is primed to turn pins into leads. Pinterest’s algorithm and visual search-based tools, spurred by promoted brand content, makes it extremely easy for content to grow organically and in the ingrained sales functionality make the conversion rate easier than almost any other social media platform.
If you’re wondering how your brand can use Pinterest, then look no further than our previous article on the subject. But if you’re looking for brand inspiration, then keep scrolling because we’ll be taking a deep dive into seven brands who have successfully harnessed the power of Pinterest to reach their target audiences and generated leads.
If you’re like many of us, maybe you’ve spent countless hours (and dollars) at Target, slowly strolling through its aisles of houseware goods, games, and clothes. With the pandemic curbing in-person shopping, however, Target has had to rely on online shopping to drive revenue.
One way it’s been doing that is through the brand’s Pinterest page, which currently has 3.7 million followers.
Not only does Target tap into Pinterest’s large Millennial user base who seek decor and fashion tips, home goods, and recipes, it also offers useful tips on trending topics, gift guides, and product features.
The key here is the graphics are all designed with the Pinterest user in mind, seamlessly blending into the platform’s millions of other pins on similar topics with the goal to generate leads.
Brands seeking any sort of inspiration on how to advertise a wide range of products on Pinterest should look to Target for guidance.
Are you a clothing brand? Create boards for specific occasions or categories like Target’s Swim Trends and or Men’s Casual Outfits boards. Are you a food brand? Turn recipes using your products into a simple graphic and make sure to add a shopping list and directions to the caption like Target does with its Good & Gather line.
2. Whole Foods Market
Whole Foods is yet another Millennial haven and has cultivated a strong Pinterest presence with over 494.6 followers on its page. The Amazon-owned brand successfully reaches those seeking healthy recipes, the perfect wine pairings, or other wellness trends through both the creation of original content and popular boards.
Take a scroll through the brand’s over 4K pins and you’ll see content ranging from new product highlights, recipes using WF sourced ingredients, infographics on how to build the best cheese board, and even guides on citrus.
Food or wellness brands should take a queue from Whole Foods’ Pinterest page and their balance of broad, informative knowledge about nutrition and brand-specific content aimed at their loyal customers.
When it was announced at the end of 2020 that IKEA would discontinue its famous annual catalog, it was quite literally the end of a 70-year era. How else could millions hone their inner interior designer? Where else would thousands of teens gather inspo for their mood boards? Where else could thousands of Americans pick up the random Swedish name?
Yet, the move came after years of increasing online sales and decreasing in-person sales and a shift in the publishing industry to be environmentally conscious, according to an NPR article.
However, the brand’s name and legacy continue to live on through its Pinterest page that currently has over 580K followers.
IKEA’s page is filled with the same dream-worthy room setups we know and love, but this time with much more staying power. Users on Pinterest often look to the site for room decor, layout, and furniture inspiration, and IKEA’s original content certainly taps into that audience.
4. Red Bull
If you never would have guessed that the adrenaline-seeking brand known for not only its energy drinks but its sponsorship of athletes like freeskier Bobby Brown and extreme sports events like Crashed Ice would be on Pinterest, you’re not alone. Honestly, we were pretty surprised to see the brand, too, but we’ve got to say that they post some killer content.
Boasting an audience of 45K followers, Red Bull’s page still sees over 10 million monthly visitors and seeks to reach the platform’s growing young and active audience.
Pinterest has long been a place where fitness content reigns supreme, and the brand’s focus on sports creates an avenue where content like “Small Tweaks for Big Fitness Gains” and “How to Choose the Right Winter Cycling Gear” can flourish.
The page is also filled with incredible photographs of their athletes, drawing pinners who know who they’re pinning or just love an image of who they could be.
For those dreaming of sandy beaches, wandering the cobbled-stone streets of Italy, or eating your way through Thailand, Airbnb’s Pinterest content provides all the right content to start manifesting some of those dreams into (future) reality.
Airbnb’s presence on Pinterest taps into the platform’s purpose as a place where people can dream and plan for the future.
Brands that deal in the travel sector can take a few tips from Airbnb’s popular Pinterest page which currently has over 113K followers.
So what kind of content does Airbnb push on its page? For those not sure what to do in a new city, Airbnb created to-do lists for hotspot locations.
The page also features idyllic Airbnb listings around the world with short blurbs and a link to the actual website so users can check availability and (if they’re lucky) book a trip. The page also speaks to a broader audience by creating home decor and interior design infographics.
Pinterest isn’t only known for its food, travel, and craft content. Many users look to the platform for workout inspiration — be it routines, motivational quotes (#BeStrongerThanYourExcuses is an example of an Adidas quote), or fitness gear.
Adidas’ presence on the platform is there to both promote its products and through individual product images and extremely organized boards for running gear and gift guides.
The Pinterest page, which currently has over 600K followers, also serves as a lookbook for the latest trends in workout fashion, taking advantage of the ability to play short-form videos to show off new products and stand out in a sea of still images.
7. Jo-Ann Fabric and Craft Stores
Jo-Ann Fabric and Craft Stores has flourished on Pinterest. Boasting a whopping 749K followers on its page, Jo-Ann taps into the rich vein of OG Pinterest users who enjoy crafting, baking, and home projects.
The brand’s page creates original content focusing on seasonal crafts, DIY projects, and home decor tips.
While the page borrows some of its success from the brand’s large presence within crafting communities and among famous bloggers, it builds upon that recognition by creating cohesive and easily-identifiable graphics.
As pinners scroll through pages of pins, Jo-Ann’s pins featuring easy-to-read text overlaying a simple product image are immediately recognizable and are likely to be pinned by those who trust the brand. This then increases the chance the pin will be seen and pinned by more users, driving the brand’s organic growth on the platform and proving that less is more.
As a younger and more diverse audience joins Pinterest, companies should look to established brands who use Pinterest to engage millions of users per month. And if you’re still not sure it’s worth it — let us leave you with this: 83% of Pinterest users say they made a purchase based on branded content they saw while browsing the site.
So, what are you waiting for? Let’s get pinning.