Biz Tips: With Video Pins Rolling out to Businesses, Pinterest Could Be the Next Influencer Battleground
GROWTH:
With Video Pins Rolling out to Businesses, Pinterest Could Be the Next Influencer Battleground
Pinterest has recently given all users that have a business account access to video pin creation on desktop and mobile devices. If you didn’t know about that, don’t feel too left out, not a lot of people did. I noticed the additions to the iOS app early last week and then a few days later received a notification from the desktop client.
So here we sit in the age of influencer marketing where no one can really decide on what the right terms are. You’ve got micro and macro influencers, that seem to be on most brand’s radar, and then you have nano-influencers that really are just word of mouth marketing.
Either way you want to word-salad them together like it’s a new idea, influencer marketing is working and it’s increasing sales for brands while making the pockets of some Instagram, YouTube, and Snapchat users pretty fat.
“In the past couple of years, social media influencers have become a major trend. We now have Instagram stars, Twitter influencers, YouTube millionaires. These people have millions of followers — their every post, or vlog, or tweet is instantly seen by more people than TV ad makers could ever hope for. It was grand and revolutionary when the power of social media influencers became clear to everyone — and it still is.” — Social Media Today
While all of those social platforms have millions of daily active users, none of them have the user base Pinterest does that spends more money per product, spends more time, and is ready to purchase as soon as they log in.
Having that data, let’s take a look at how video pins across Pinterest can grow a brand’s revenue through influencer marketing while also creating a new group of social media influencers in the process.
Here’s where social media influencers spent most of their time in 2018:
- Instagram 99%
- Facebook 70%
- Snapchat 46%
- Twitter 42%
- YouTube 37%
- Pinterest 27%
Brands also experience 11x higher ROI through influencer marketing than traditional means such as TV, print, and desktop ads.
When looking at Pinterest user demographics you now have an influx (over 50%) of male users and on a whole, a user base actively seeking helpful, inspiring ideas. People use Pinterest to plan for what’s important in their lives, whether that’s easy dinner recipes, home renovation tips or the perfect pair of shoes.
This is where the mix of video pins and influencer marketing come into play. Earlier in 2018 Home Depot and 22squared created a campaign called “Built in Pins” that went past the average pin style of displaying a finished product, but showcased the entire repair from start to finish while letting users shop different products in the video.