Getting More Social with Pinterest®

Many of your customers are on Pinterest, are you? One reason why some retailers are more successful than others is their willingness to move beyond their comfort zone to try something new. While it’s true that Facebook® is the giant of social media, Pinterest is a natural fit for home improvement retailers since it attracts millions of people who want inspiring ideas for DIY projects and home improvement tips. The platform has 75 million users in the U.S. and is second only to Facebook when it comes to influencing purchase decisions.


And, if you want more women to shop in your store, connecting with them on Pinterest is a great way to create connections and drive sales. Women like the platform because it encourages creativity and fosters community. So, before you dismiss Pinterest as an option for social media promotions, here are a few compelling facts you may want to consider:

  • 70% of Pinterest users are women (66% are ages 25-54)
  • 60% of households have children ages 5 or under
  • 1 out of 2 Millennials use Pinterest every month
  • Over 50% of new signups are men
  • 74% of users say Pinterest helps them find ideas for everyday life
  • 40% have purchased home décor in the past 6 months
  • Pinners spend 27% more on home décor than those not on the platform

What are Pins and Boards?

Imagine Pinterest as a collection of ideas (Pins) from users (Pinners) or companies that are grouped together on boards. Users place pins on the posts they like to create their own unique boards based on specific interests or categories. Home improvement retailers who have a Pinterest account can use photos and videos to create ads called promoted pins to target customers who seek certain types of information.

Projects to Consider

Everyone knows giving walls a fresh coat of paint can transform how a room looks and feels. Perhaps, you want to post “how-to” videos (15-30 seconds) since DIY tips are one of the most popular topics on Pinterest. Refinishing furniture and container gardening are more easy options for a short video. But, don’t stop there. Your store is filled with materials that Pinners can use to create decorative and useful projects for homes and gardens. After all, nuts and bolts make cool jewelry and stringing decorative lights around a potted plant is an inexpensive and eye-catching project.

Plan Early for the Holidays and Seasons

Pinterest users like to research and plan their projects early in the game. They want ideas for the holidays big celebration days, and seasons, months in advance of the actual dates to complete projects on time. So, you’ll find it helpful to create a calendar that reminds you when to post content. This way, you’ll always be prepared and have ideas ready when pinners are creating their boards.

Encourage Users to Posts

People love to show off their completed projects. Asking Pinners to post pictures of their before and after projects increases the level of engagement with your business. Building online relationships can translate into more visits to your store for materials and advice.

Remember, retailers who remain relevant are highly-adapt at communicating with customers on multiple channels. They understand how to tailor their messages to create connections with specific groups of customers such as millennials or baby boomers. Promoting a business based on the concept that “one size fits all” no longer works in today’s customized world. You may want to include Pinterest as a tool in your social media toolbox.

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