Is Pinterest the real OG?  

It’s a well-known fact in the marketing world that social media is a necessary but tricky business. From unknown overhauling updates that cause your content to flop, to uncontrollable customer flows that cause your products to be shown to the wrong audience, it’s not always as straightforward as it seems. But, in all the confusion of the digital world there is one platform that has seen a recent resurgence not for its innovation but for its consistency… and that platform is Pinterest.  

But can a social media platform that has barely changed since 2010 really be used for B2B Marketing in 2023? 

What is Pinterest? 

For those not in the know, Pinterest is a social media platform that focuses on aesthetics and imagery using targeted SEO copy and hashtags. Its high focus on well taken images that convey an emotion or “vibe” allow it to target a large array of niche groups.  

The way users navigate the app is by scrolling a cookie-curated home screen full of aspiring images, before searching for specific hashtags that will in turn further curate their home screen. As a result, users can create high engagement through post-specific SEO without needing a high follower count. Perfect if you’re new to the site or can’t post regularly.  

The platform is popular with content blogs and retail businesses due to its ability to create good customer flow to third party websites, as well as allowing brands to sell products through an aspirational experience rather than over the top sales pitch.  

Why should we care about Pinterest’s resurgence? 

The resurgence of Pinterest shows a distinct change in the way users consume their social media as well as what they want from their platforms. Over the past few years, the meteoric rise of video-orientated platform such as TikTok has caused the big social media players to pivot their strategies away from aesthetics and towards people-orientated short form video content in order to keep up with perceived consumer trends. We can see this with the rise in micro-influencer culture over the course of the Covid-19 pandemic and the subsequent inclusion of “reel” features on Instagram and Facebook.   

As a result of this pivot, it has left many users missing an image focused platform that allows them to see hobby related content without the need for sound with many major players such as Kim Kardashian and Illumitati making it clear that they want more differentiation between the platforms. On top of this, as we move further into 2023, the current UK recession has seen an increase in “de-influencing” with consumers looking to save their money by stepping away from high capitalist content. Unfortunately, this includes influencer culture which is a key driver in video content. 

This is where Pinterest comes to the rescue. With its old competitor Instagram stepping away from images, Pinterest has had a full renaissance as a major social platform. Causing consumers to once again frequent the site. 


How to use Pinterest in B2B marketing 

Now I know what you’re thinking. Isobel, my brands not an It Girl blog, nor do we make aesthetically pleasing avocado toast on the reg, so why would we use Pinterest?  

Well, in short, Pinterest’s search engine like format pushes your products towards a niche, highly interested group that it KNOWS will be looking to purchase your particular service or product. In fact, 83% of weekly users make purchases based on content they see from the platform, and 97% of top Pinterest searches are unbranded. Meaning that users don’t have to be actively searching for your brand in order to be shown it.  

Ultimately, Pinterest is everything that Instagram and TikTok isn’t. So, if you feel that your brand doesn’t really fit there, give Pinterest a go.  


How to post on Pinterest 

 In order to fully take advantage of Pinterest’s algorithms, you need to understand the different ways you can post. To help, we’ve picked the top three posts you should be using in B2B marketing: 

  1. Collection Pin- a collection pin is an image that has targeted product pages linked as subjects on areas of the picture. When clicked, these will take your potential customers to corresponding webpages on your site. These pins are useful for any brand images that show multiple services or products. 
  2. Rich Pin- rich pins are good for any service that needs more information than a collection pin can hold and are especially useful if you have a niche service. This is because they are synced directly with your website page, meaning not only does it show the same information, but it is also updated in line with any amends you make on your site.

  3. Promoted Pin- like all the other social media platforms, you can pay to reach your target locations, demographics, and devices using a promoted pin. This is a particularly good tactic to use is you are promoting as part of a well known brand as your brand name isn’t posted next to an unsightly “Ad” mark, but instead Pinterest uses the word “promoted” to inspire a sense of knowledge and trust in your customers.  


To summarise… 

Yes, Pinterest is the real OG. By sticking true to its roots, it has managed to once again capture the attention of consumers and create a profitable space where brands can reach their target audiences without the need to be TikTok famous, and I for one can’t see myself deleting my account any time soon.  

Want to see how Pinterest can help achieve your B2B goals? Contact Halston B2B today to show your customers your brand.