Pinterest
Pinterest is different. Unlike Facebook and Instagram, the platform is purchase or solution-driven meaning that people come to Pinterest ACTIVELY looking for a product (“I NEED A NEW BAG”) or a solution (“HOW TO PLAN A BIRTHDAY PARTY for a 5-year-old”). They’re in planning mode, shopping mode, and are action-oriented.
In fact…
- 90% of weekly Pinners use Pinterest to make purchase decisions;
- 59% use Pinterest to find out more about their purchases;
- 78% of Pinners say content from brands on the platform is helpful.
So they don’t go there or be entertained or catch up with friends and family.
What does this mean to you, in terms of how to use each platform and sell without being awkward?
When it comes to Pinterest, GO FOR IT. Pinterest was made for selling so you actually can’t look or sound too salesy on there. The struggle is more with Instagram and Facebook because you actually don’t want to SELL per se on those 2 platforms.
In there, you want to engage with your potential followers by bringing them content that creates a connection between YOU as a brand, and them and their lifestyle instead. You want them to look forward to your posts so they remember YOU when it’s time to shop. You want to focus on engagement rather than on clicks and sales because they will naturally follow.
Of course, from time to time you can post a caption that’s pretty direct, like “I am very excited to announce that we’ve finally launched our winter collection and I think you’re going to looove it!” but always make it sound like you are talking to a friend. Be real and authentic.
Here’s what I recommend you do next to REALLY understand what I am saying here and become so comfortable at selling on social you pretty much do it in your sleep: read this article called “The #1 Reason Your Handmade Shop Social Media Marketing Is Not Working” where I dive deeper into the topic AND share tons of examples with you of what a GREAT selling on social caption or post looks like. It’s honestly packed-full of tips and examples and I am sure it’ll be really useful.
Until next time, au revoir!