IN THE KNOW
January 2025
What's the Interest in Pinterest?
Boost product discovery and customer engagement with Pinterest
Rick Arnemann
You’ve likely heard every tip in the book for leveraging Facebook and Instagram to grow your business—from crafting the perfect post to mastering targeted ads. And while these platforms are essential for building your brand and engaging customers, have you given Pinterest the same attention?
In today’s digital age, the hunt to find viable ways to showcase your products and connect with potential customers is constant. Among the many social media platforms available, Pinterest has always stood out as a highly visual and discovery-driven tool that can be particularly beneficial for jewelry retailers. It’s popular with all age groups (especially Gen Z), used across genders, and reaches 40% of US households with an annual income over $150,000. It’s also that rarity–a happy social media platform. 78% of users say Pinterest makes them feel positive.
All of this offers a unique opportunity for a jewelry brand or store to reach customers who are not only interested in finding inspiration or curating ideas but may also be on the cusp of making a purchase. It’s time to explore how Pinterest can elevate your digital marketing strategy and set you up for sales success.
Pinterest’s Discovery-First Approach
Pinterest is often referred to as a “visual search engine,” where users actively seek inspiration, ideas, and solutions. Unlike other social media platforms focused on interactions between friends or followers, Pinterest is designed for discovery. Users come to Pinterest with an intent to explore, which makes it an ideal platform for reaching customers who are undecided but open to discovering new jewelry styles, collections, or trends.
Jewelry retailers and brands can capitalize on this by creating pins that showcase their products in lifestyle settings. High-quality images or videos of beautifully designed rings, necklaces, or earrings styled with elegant outfits can help potential buyers envision how these pieces will fit into their lives. By utilizing relevant keywords and descriptions, these pins can also appear in searches when users are specifically looking for jewelry, allowing you to reach potential customers actively searching for products to purchase.
Reaching Customers with Purchase Intent
One of Pinterest’s key advantages is that a large percentage of its users come to the platform with an intent to buy. According to Pinterest’s own data, 85% of weekly US Pinners have made a purchase based on content they saw from brands.
Keep in mind that unlike Instagram or Facebook, Pinners are not necessarily impulse purchasers. Think of theirs as a lean forward, multi-session commercial journey. Imagine a customer is interested in diamond tennis bracelets and they visit Pinterest with this intent. They then discover products and looks, and they save and organize pins by creating boards. They also make digital collages (literally cutting out pins and putting them on a digital inspiration board) to help visualize new ideas and refine their decision making. At this point with the collage, their intent to search for diamond tennis bracelets might have expanded to include earrings, rings, pendants–a complete outfit with accessories.
And though it could be days or weeks before they finally click the “buy” button, when they do, Pinterest has ensured that they can shop a pin or product from anywhere. The home feed, the search results, the customer’s boards, your boards–and currently in beta testing, collages. Shopping is now integrated across the platform, with a seamless connection to your website or online store.
Building Brand Awareness through Visual Storytelling
Pinterest is all about visuals, and for a product as engaging as jewelry, this is a massive advantage. Use Pinterest boards to create curated collections that tell a story—whether it’s a seasonal collection, a bridal set, or a gemstone-themed series. Storytelling like this allows you to present your products in a cohesive, artistic way that appeals to customers’ emotions and aesthetics.
For instance, you could create a board around the theme of “Holiday Gifts for Her,” featuring pins of rings, pendants, and earrings styled with winter and holiday decor. Holiday theming is especially important to lean into, because 71% of weekly Pinners have found new brands and products while planning holidays on Pinterest.
By using seasonal trends or specific customer interests, you can build emotional connections with potential buyers who may be in the market for jewelry but are undecided about what to purchase. Your curated boards might also be featured in user’s feeds, which they can then browse and save pins from, essentially creating a shopping cart.
Utilizing Pinterest’s Advertising Tools
In addition to organic posts, Pinterest offers a range of advertising options that allow small retailers and brands to tell their stories and showcase products. Formats like carousel, collections, idea, image, quiz, premiere spotlight, video, and showcase are all flexible and eye-catching. The targeting suite allows you to find new customers or upload customer lists for retargeting campaigns. You can layer on strategies like keywords or interests, too.
You can also use Pinterest’s advanced analytics tools to measure engagement and optimize their campaigns. By tracking which pins are performing well and which products are getting the most clicks, retailers can refine their strategy to focus on the items that resonate most with potential customers.
By enacting a plan and going beyond the basics, you can set your store up for success on this imageforward social media platform that can translate into actual sales.
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