Enhance your Pinterest presence with smart social listening and learn to leverage Visual AI for greater engagement and a competitive edge.

Pinterest is a сrucial tool for businesses aiming to expand their online presence and connect with potential customers. Its unique visual format allows companies to showcase their products and services in an appealing way, making it advantageous for businesses in industries such as fashion, home decor, food, and crafts. By curating boards that reflect their brand identity and values, businesses can effectively engage their target audience and drive traffic to their websites.

With almost 498 million monthly active users and a yearly growth of 7.5%, Pinterest provides marketers with a vast audience. However, it's not just quantity but quality that sets Pinterest apart from other social networks. According to the company's statistics, 76.2% of Pinterest's users are women, with 28.5% falling between the ages of 25 and 34, making it a significant platform for reaching this demographic.

On top of that, 8 out of 10 users report positive feelings associated with using the platform. Additionally, nearly half of the US users have an annual income exceeding $100,000, explaining why Pinterest's user base tends to have high purchase intent. This makes it an ideal platform for businesses looking to convert leads into sales, with 85% of weekly Pinners making a purchase based on a pin they see, and ads on the platform delivering a 32% higher return on ad spend than other digital platforms, especially in industries like food, health and beauty.

Pinterest is More than a Marketplace

It's tempting to view Pinterest as a straightforward sales platform, especially for small niche sellers, and indeed, for many, it is just that. In such instances, tracking metrics like pins, saves, impressions, engagements, audience demographics, and top-performing content can often suffice to drive sales and improve performance. However, there's more to it than meets the eye, and this is where social listening tools become crucial for obtaining deeper insights.

Social listening for Pinterest goes beyond monitoring one's own metrics; it involves analyzing competitor performance, identifying industry trends, and adapting strategies accordingly. Moreover, monitoring general trends on Pinterest helps businesses tailor content to resonate with their target audience more effectively. This proactive approach ensures businesses remain relevant and engaging in a constantly evolving digital landscape.

In addition to tracking metrics and trends, social listening on Pinterest involves monitoring conversations about one's brand. This includes keeping tabs on mentions, comments, and discussions related to products or services. By promptly addressing customer feedback and concerns, businesses can strengthen brand reputation and foster positive relationships with their audience.

Visual AI as a Tool to Monitor Pinterest

Visual AI is pivotal in bolstering social listening endeavors on Pinterest. Through functionalities such as Logo Recognition, businesses can precisely pinpoint instances where their brand is highlighted or referenced on the platform, facilitating improved tracking of brand visibility and sentiment.

Additionally, Object and Landmark Recognition (OLR) capabilities empower businesses to analyze image content, identifying prevalent trends and user preferences. For instance, if you represent a luxury watch brand and wish to ascertain whether photos from a sponsored event feature competitor watches, Visual AI serves as an invaluable tool for this purpose.

There are other tools specifically tailored for an image-centric platform like Pinterest. For instance, Collection Analysis assists businesses in discerning which pins resonate most with their audience. Moreover, evaluating image ranking in Pinterest's search results for specific keywords can aid in refining the SEO workflow.

Overall, social listening tools empower businesses to extract meaningful insights from Pinterest's visual content, driving more informed decision-making and amplifying their marketing efforts, especially when used in conjunction with experienced professionals.

Oleksandr Holubov
SemanticForce Author