4 Tips for Home Goods Companies Using Pinterest to Connect with Shoppers
For a long time, Pinterest was probably best known as a place for sourcing new recipes and craft ideas, some of which inevitably became “Pinterest fails” as users found executing the idea a bit trickier than expected. But nowadays, the platform has become a valuable tool for consumers seeking home improvement and design inspiration.
Pinterest reported 2.8 billion home decor-related searches in 2021, and 9.6 billion home decor ideas were saved by users that same year. Overall, seven in 10 Pinterest users engaged with home content in 2021.
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In February 2022, 74 million Pinterest users actively interacted with home decor content on the platform. And those pinners are 50 percent more likely to be planning to purchase home furnishings over the next three-to-six months.
“Ninety-seven percent of our top searches are non-branded,” said Candace Nowicki, sales manager, retail-home, Pinterest. “That means people are coming here before they’ve made decisions on what brands to buy.”
Nowicki said that because Pinterest users most often search the platform without a specific brand in mind, home goods manufacturers and retailers have an opportunity to reach potential customers through the platform as they’re researching products. And those customers likely have money to spend.
“The Pinterest audience tends to be a higher-income audience than other platforms,” Nowicki said. “We skew more $100K and up income.”
And many of those users forgo other social platforms in favor of Pinterest. According to Comscore, 73 percent of Pinterest users ages 18 and up don’t use Snapchat, 68 percent are not on Twitter, 62 percent don’t use TikTok and 42 percent aren’t on Instagram.
While Pinterest offers a host of paid advertising campaign options, Nowicki said brands can get a feel for the platform and its audience by starting with organic, non-paid distribution. Here are some tips for home goods companies to get the most out of their posts.
Use beautiful lifestyle imagery
Rather than posting basic product photos, use lifestyle imagery that gives the consumer an idea of how the product can fit into their home. Of the top accounts on Pinterest, 80 percent use lifestyle imagery.
“We’re a visual discovery platform—if you have a beautiful image, it’s going to do better,” Nowicki said.
Include a compelling call to action
Beautiful imagery is a must, but it’s not enough. The most successful posts include an engaging call to action for pinners. And there’s a simple formula to create a call to action that works.
“Make sure your call to action is relevant, short and to the point,” said Hollie Evans, partner manager, retail-home, Pinterest. “And don’t use hashtags—we’re not Instagram.”
Follow the trends
Pinterest monitors pinning trends on its site at trends.pinterest.com, and keeping an eye on those trends can help brands tailor their posts to what consumers are searching. So far this year, micro upgrades for home organization, cool couches, affordable backyard ideas and minimalist boho bedrooms have been top trends on the platform.
“People are coming to Pinterest with an open mind, and they may not want to refresh their home initially, but now they’re inspired,” said Leah McClish-Jones, account manager, Pinterest.
Become a verified merchant
Pinterest offers a free verified merchant program to allow brands to differentiate themselves on the platform. Nowicki said earning verification can help brands gain better traction with users.
“Becoming a verified merchant says you’re a trusted retailer,” she said. “Verified merchants tend to get great organic distribution, as well.”
