Pinterest in 2022 – What’s Changed and Whether You Should Be on It
It’s been a while since we’ve covered Pinterest here on our blog. Since those days the platform has advanced a fair bit with the addition of a creator fund. With many shifting gears to growing platforms like Tik Tok, platforms like Pinterest have taken a back seat or have been overlooked. There is lots to be benefitted from as we’ve unpacked here and hope that this helps you to decide whether the platform is right for you and your business.
To bring users back to the platform, Pinterest introduced a creator fund in 2021 (similar to Tik Tok). Those from under-represented backgrounds were eligible such as the LGBTQ+ community, those with disabilities and people of colour. Some of the creators that made use of this were photographers and private chefs. Unfortunately, applications are now closed but it does indicate that the platform might see some growth in years to come as the investment ramps up content creation and attracts momentum.
Social media, while free, has a resource expense. With content being so fast moving on platforms like Instagram and Tik Tok, content tends to have a short shelf life and becomes obsolete to the next best thing. Campaigns run by your marketing team as a result don’t last as long. On Pinterest however, posts are evergreen (well, more than it is for its competitors). They can appear to the forefront of feeds for up to 3 years following which gives you more bang for your buck.
That being said, for Pinterest to work for your business, content should be inspirational and add value. That means fewer content ideas and thinking innovatively to brainstorm posts. This works more so for businesses with physical products and artwork but that’s not to say that you can’t branch your content out to provide inspiration for complementary products or services in your niche.
Just like all the other channels, you can access rich data and insights. You can view your analytics and find monetisation opportunities in the creator hub while finding the latest trends that people are looking for in “Pinterest Trends”.
According to data collected in 2021, 75.2% of Pinterest’s audience in the United Kingdom is female while the remaining 19 percent is male. Something worth bearing in mind when targeting those in your niche.
Your content can take lots of different forms too. To meet the desire for short bursts of content, videos can be uploaded to your pins. Story pins have recently been introduced to allow you to create lots of pins within a single pin and tell a story. As many as 20 can be uploaded to an individual story pin and can take various forms such as video as mentioned earlier. You can also create promotional pins as you would with paid social posts but for a more engaged audience.