Sometimes back people could not even think of e-commerce as a platform for buying products/services. Today, it’s like we have traveled to a whole new universe, where shoppers are just choosing what to buy on their mobile sitting in their living room having lunch.
This immense shift in shopping style has occurred almost everywhere on the globe. Even in India, 204 million people use smartphones and even more get connected on laptop or desktop.
India is currently second after the United States in terms of Facebook users. With so many people converging on social media network & Smartphone, it will be exciting to see till when India can avoid the shadow of Pinterest.
Known to many, Pinterest is an exquisite platform, where images are pinned on boards and can be liked & repined. Users extract the image from different sources and pin it on Pinterest. Followers see this pin and can like or repin the post depending on their preference.
A fun fact about Pinterest is that “number of people who see your pins is larger than number of people who follows you”. That’s Pinterest for you. Still need more reason? Ok, here they are.
As per a study, 88% of the users who have pinned some product have done the purchase. Being the fastest growing websites in terms of member growth, Pinterest has been able to process about 30 billion pins in last 4 years. Obviously, this number comes from the 70 million registered users.
Well, seeing how Indian brands consider twitter a major platform for marketing their products let me put some light on facts.
Over 80% of pins posted on Pinterest are repined compared to only 1.4 % of tweets re-tweeted. This potential for pins to go viral is absolutely mind boggling. General lifespan of a tweet is only for minutes; a Facebook post is showed on newsfeed for hours; what about Pinterest? Any guesses?
Well, Pinterest pins can come up in search months after it was posted, showing its strength and potential.
Let’s go to India’s most populated social media platform; Facebook.
Many businesses are opting Facebook to promote their brand in a much elite way. You must be familiar with Facebook ads, organic ads and allied features available for business people.
People are ready to pay money, but not looking over the conversion rate or return on investment they are getting. As a marketer, owner of business, blogger or any entity, at the end, the only thing that must matter to you should be profit maximization.
I don’t know about all, but when I look at any ad on Facebook, it gives me no excitement or urge to even give a second look, ignoring the investment any brand have put into it.
That is the main problem! Let’s accept it, Facebook ads look like a newspaper ad now. It’s not exciting, it’s not fun and it’s so non-interesting.
And if we look at the Pinterest ads; my God! Aren’t they beautiful?
You cannot ignore the fact that how exquisitely South African Airlines have given a beautiful impression along with the promotion of their airlines.
That is the beauty of Pinterest; the elegance, with which its ads are shown, gives an illusion that it is really not an advertisement.
User loves what they see and that is why Pinterest can be seen as a galleria of several gorgeous images pinned on variegated boards.
Well, let’s see some listed reasons, why Indian brands should use Pinterest as their marketing platform.
Demographics and Stats
Out of 1.23 billion people, only 243 million uses the internet. It’s good because 243 million still uses the internet and we have 81% of prospects left.
As per predictions, total users may increment up to 500 million. What does it mean for marketers like you?
A totally new customer pool of 250 million users is under process. You should be equally excited for this opportunity as I am. There will be millions of users to reach with such a simple and elegant platform, where you can simply promote your products by pinning images.
But it is not that simple too. First, let me give away the stats. For the implementation strategy, click here.
Talking about mobile integration with social media platforms, around 92+ million active users are there on mobile. Much to your amaze, this is only 41% of total mobile internet users, which means a huge chunk is still left to tap (which is already predicted to come to play in next 2 years).
Alongside, Digital media market in India is also increasing at a swift rate. With already 8.9 million active users in India, Pinterest is swiftly but steadily penetrating Indian market with essence.
As per the research, around 58% of the digital marketers are still focusing on customer acquisition, which means there is huge untapped customer-pool. It also, means 42% of total digital marketers have controlled the market.
Seeing this ample opportunity and potential, I do not think you will be sitting happily marketing on other social media platforms. Instead, you will be running to take your share of cake ASAP by started using Pinterest.
Seeing another relevant stats that around two-third of shoppers on Pinterest is female users and only one third are male. So, companies having women targeted products, this is your chance to devise your strategy and jump into an ocean of opportunities.
Many marketers are predicting that Pinterest’s buying user number will see an increase of 24% till 2019; i.e. reaching 60 million. In the month of November 2014, it was studied that this impeccable platform has doubled up the number of men signing up as compared to 2013.
Since times have changed now; Marketers are now assessing social media by not seeing the number of followers but by actual sales conversion done there.
You may say that Facebook has 66% bigger customer base than Pinterest. But have you accounted that people come on Facebook with a purpose to interact, do networking and see the news. Facebook too has not set its focus from being a social networking site to a marketing-focused platform.
This has opened a gate for Pinterest in India since India ranks 2nd in Facebook users across the Globe, U.S. being the first.
A Toddler now Maturing
Many brands still talk of Pinterest as a ‘Toddler’ in the context of advertising but no one debates about its immense potential. The introduction of promotional pins has been an open declaration from Pinterest for their arrival in the field of advertisement.
Pinterest has always been a bit different and quite visionary when it comes to social networking mediums. Comparing to the existing social media platforms, I would say Pinterest is ‘the best’ platform available for users to check the product and purchase it. Same goes for the sellers; as a marketer you get ample space and audience to communicate the intended message effectively.
Compared to Indian user number of 2.1 million in 2014, now Pinterest has been able to tap 8 million users in 2016. That is just not a sign of toddler anymore. Showing an increase of around 400% is just another example of saying that Pinterest is going to be “The next big thing” on Internet very soon.
What Does Pinterest Offers?
A lot has been already said for the Indian market and users. I will now open up more about Pinterest and its offerings.
This image-based social networking platform is becoming more than what it is now. Owing to its elegant & fantabulous UI, large user base, and shopping-oriented design, Pinterest is becoming a major tool for shoppers of today.
Let us go through some of the basic terms related to Pinterest:
- Pins: It is simply the pins posted by you
- Boards: Collection of pins categorized as per your preference
- Followers: People following your profile, pins or boards
- Repin: If someone likes your pin, he/she can repin it.
Some more terms are there; go here for further clarity.
Since social media is considered as the best form to perform research on products/services, so how should you use it?
Just put an image of the product as a pin and ask the customers for their feedback.
Mentioned below are few offerings by Pinterest that can surely help you are a marketer to promote your brand and increase the sales:
A board is a collection of images or pins on your profile. Once you log in to your Pinterest account, just create a board by clicking on your account name on the top left side of the page.
The main advantage of having boards is that if your business is targeting a specific group of audience, you do not have to promote your product like a blind marketer. Instead, you can select what sort of boards covers your audience, make that category and cover a larger client pool.
Brands having niche marketing goals should take Pinterest as their mentor because a board simply solves all the bottlenecks that were previously available in all other social media platforms.
For example, if you are selling luxurious watches, just make a board naming it relevantly and selecting groups such as luxury, fashion, men’s watch, and watches. You will cover a larger segment of users who are following these categories and will be interested in purchasing the product.
So, Pinterest does not filter few out of a large group, but it pulls only those, who are required by you.
Do not get misinterpreted by the fact that Pinterest is a place, where users just give an impressive look to the images and move on. No. As said earlier, most of the shoppers get influenced by Pinterest to make a purchase. Also, most of the pins on
Pinterest pins are themselves action oriented.
Recipe pins aid users in figuring out what to cook, home décor pins helps people decorate their place as per their preference and fashion pins enable the user to decide what to buy.
Serving as a mechanism of discovery, Pinterest has users who tend to spend more money. Pinterest users are 10% more likely to make a purchase on e-commerce platforms than users who are referred from other social media platforms.
Another important feature of Pinterest is that users can save the pins they like for later; thus serving as a bookmark for products. For a bride, who is planning her marriage Pinterest can serve as a digital wedding planner, where she can save whatever she likes and can review the options later to make a purchase.
Pinterest has been taking a special interest in the promotion of brands. The introduction of promoted pins or Rich Pins has been a major step in advertising by Pinterest. Rich Pins are total of 6 kinds:
Each meant for the different purpose, these paid/promoted pins are utilized for getting a better & effective user engagement. For example, app pins include an install button, which enables users to download the app without even leaving Pinterest.
For people who love traveling, Place pins tell them everything about a place such as providing a map and giving address & phone number.
Indian brands who wants their products to be showcased on Pinterest can use product pins, which makes it quite convenient for the buyers to reach and purchase your product.
It is quite hard to engage customers with your brand on social media platforms, especially when there are so many. Pinterest includes Campaigns, where you as a marketer can start a contest or campaign to bring more and more users at a single platform to discuss.
You can see here, two different kinds of campaigns are available; Engagement campaign and Traffic campaign. Either you can choose to engage customers by boosting the interaction with your pins or you can direct a motivated audience towards your content.
Brands that are finding it difficult to start a conversation or do not know how to tap the client pool, can utilize this feature and benefit themselves by engaging with users at a macro-level.
It is every marketer’s dream to track even the minutest activity of their strategy to assess its performance accordingly. Pinterest has made this dream come true for marketing professionals. Although, many social media platforms have their own analytical tools, but none has such a huge shopping enthusiast users on their platform.
So a combination of millions of users (80% of them) who just want to shop and a tool, which can help brands to monitor their activities in order to promote the product in accordance with the consumer behavior, can be a deadly one.
Not only analytics tells the performance of your Pinterest profile, but it also gives insights on small issues such as what kind of pins are performing best & worst, when are your target audience online most, what does your target audience like most (which boards and pins), and so on.
However, there are some third party tools also available for managing the business account of Pinterest to fill some uncovered issues. Viralwoot is an M&M (management & marketing) suite of Pinterest. Using a simple UI that users can handle, monitor and track, Viralwoot is able to tap around 70000 users and associate itself with 4000 brands across the globe. Some of the brands that are using Viralwoot are listed as following:
- Industry: Company
- News: Buzzfeed
- Knowledge: Wikipedia
- Travel: Trivago and Cleartrip
- Clothing: Wrangler and Lifestyle
- Retail: Infibeam
- Jewelry: Nakshatra
- Movies: Bookmyshow
This M&M suite Viralwoot has following main attributes:
- Pinterest Scheduler
- Pinterest Promotion
- Pinterest Analytics
- Content Manager
- Influencer Manager
Top 10 Indian Brands on Pinterest
I will now list the top 10 Indian brands that are using Pinterest as a platform to market and promote their products:
WedMeGood is a new wedding planner destination for all the to-be brides & to-be grooms. Incepted in 2014, this firm has been using Pinterest solely for the purpose of marketing their services and reaching a larger audience.
This is one of the few companies in India, which is wise enough to utilize the potential of Pinterest in order to reach their sales target. With 35k followers, WedMeGood is quite popular on Pinterest and hence it remains active by continuous engagement with the customers.
Launched in 2007, Myntra is an e-commerce platform for branded apparels. Ranked as top four startups for India, Myntra is aggressively using Pinterest for increasing their visibility.
With 3000 followers, Myntra is surely using Pinterest as a booster to increment its sale and build a bigger customer base.
Incepted in the year 2012, Jabong.com, one of the leading e-commerce sites in India, has been able to mark its presence on Pinterest. Seeing the Jabong.com Pinterest account, you can simply figure out that it has been effectively using this exquisite image-based platform to ensure a proper customer engagement.
Jabong has been using promoted or Rich pins continuously to showcase its product for the target audience.
4. Times of India
Pinterest has been a wonderful place to start a discussion; i.e. interacting with customers on a large scale. Times of India, country’s leading print media player has been taking full advantage of Pinterest. With around 10k followers, TOI has been gaining a competitive edge as it started before everyone else.
ScoopWhoop is a new-bee internet media and news company launched in the year 2013. Started as a viral content generating and sharing website, the company is now providing news on the portal and also acts as a medium for discussing & sharing social concern issues. Pinterest has been an active stage for ScoopWhoop altogether with approximately 1.4 thousand pins and 2.5 thousand followers.
One of India’s most eminent names in online Furniture and Home & Living destination, PepperFry is making the difference at Pinterest. With around 6ooo pins, PepperFry is drawing the attention of customers quite smartly.
Started in 2012, FabFurnish is making its name in the online furniture, furnishing, décor, and kitchenware. If you see its Pinterest page, you will know how FabFurnish is highly involved with the customers by pinning different pins.
8. Swayam India
Swayam India is an online store for home furnishing products, which is covering around 70 cities in India at 400 plus counters. This E-store has been promoting its product line effectively on Pinterest. Different boards of varied categories show the diverse products Swayam India can offer.
9. Utsav Fashion
Shipping to over 200+ countries, Utsav Fashion is a leading online name in Indian Ethnic Fashion. Its exclusive designs and appealing color combinations have been exhibited so exquisitely on Pinterest that Utsav Fashion has more than 30 thousand followers.
Being an Indian chain store, which is involved in the retail of fabrics, garments, ethnic and furnishing products, Fabindia is truly a treat to watch on Pinterest. With its followers reaching two thousand, Fabindia is surely cashing the sales opportunity at the Pinterest platform.
A lot has been already spoken about why Pinterest should be used by Indian Brands for marketing purpose. Indian market is still young in terms of social media marketing and marketers like you should be bold enough to take your turn before everyone else. Then only you can be termed as a smart marketing professional. So, the choice is yours, you want to increase your sales by choosing Pinterest and engaging big customer pool or you want to sit back and use the traditional mediums. Choose wisely!