Article

Lucy Forbes
Lucy Forbes 10 May 2016

Pinterest, Instagram And Ecommerce

Pinterest and Instagram are great for ecommerce brands due to their visual nature. We take a look at who uses the platforms and how ecommerce brands can monetise them using storytelling and advertising.

As with any advertising channel, the success of advertising on visual platforms for ecommerce is not just about whether you have good products to sell. A strong social strategy is vital, Instagram and Pinterest shouldn’t be approached simply as one and the same. GetFile-(22).jpg

Who uses Instagram and Pinterest?

One consideration for your strategy is audience and aims. Are your target market using the channel? How many of them are?

Both platforms have great reach for women, 68% of Instagram users are female and 80% of Pinterest users are female. However, it is worth noting that the platforms differ in terms of age demographic. 60% Pinterest users are over 35, 49% Instagram users are under 35.

Fashion and interiors ecommerce brands should be aware that Pinterest figures released last October show a huge prevalence of this content on the network. 300 million boards about fashion and 130 million interior design boards exist on the site.

John Lewis and Made.com are some of the first UK brands to be involved advertising using promoted pins. Due to the demographic and interests of users of Pinterest and Instagram, it is clear as to why brands such as John Lewis, Made and ASOS are investing in buy buttons on these channels.

Brand storytelling using images

With audience and your overarching brand strategy aims in mind, what should your messaging be per platform? The messaging for your organic content should dovetail with ad content for maximum impact.

Visual content marketing allows you to tell a story about your brand. For ecommerce brands, image sharing platforms are particularly strong as they allow brands to create a lifestyle or look for their target market to buy into. 46% of marketers say photography is vital to their overall storytelling strategy.

AirBnB are a particularly good examples of a brand that tells a story via their Instagram account. They put across a sense of individuality and adventure in the images they post, inspiring users to explore their site and create this for themselves.

Air BnB instagram

Ecommerce, Pinterest and Instagram advertising

As the internet is over-saturated with advertising, the benefit of Pinterest and Instagram adverts is that they look like organic posts, making them non-invasive compared to other forms of online advertising.

When engaging in Pinterest and Instagram advertising your targeting is vital for success. Think about how you can meet your audiences’ wants and needs.

Ecommerce advertisers can target the individuals on Pinterest who are searching certain keywords, whilst they are saving images for inspiration or engaging in product research. Alternatively, Instagram adverts are targeted via a users’ likes and dislikes dependent on social interactions and browsing history.

Promoted Pins allow advertisers to expand the reach of product images into relevant search results and newsfeeds. By engaging with an audience at the planning stage of their journey they are more likely to think of your brand when they do come to buy.

If users are ready to buy, Pinterest’s buyable pins and Instagram’s varied calls to action including ‘shop now’ can make the experience smoother than ever. Consumers want purchasing to be as easy – products can now be bought within mobile chat apps and within social apps – Pinterest and Instagram advertising allow for this.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Amazon is the new Google for Product Search

Amazon is the new Google for Product Search

Amazon has become the top place consumers go on the Internet to search for products. In a Raymond James study published in early 2017, 52% of people said that Amazon is now their first choice for product searches. Here’s how you can get to the top of Amazon’s results and stay relevant

Brian Beck
Brian Beck 21 November 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more