When it comes to social media platforms, Pinterest is often forgotten or deprioritized by marketers. Whether people or brands believe that you can only reach one type of audience on this social media platform or that it’s just a place to look at pretty pictures; in our opinion, not utilizing this platform to boost your brand is a huge miss.
For fresh produce marketers, Pinterest offers a platform to share inspiration with our audience and generate excitement about the beautiful and, of course, delicious recipes that consumers can create using fruits and vegetables! Not only is Pinterest a proven social media platform to visit when you are looking for inspiration, but it is also one of the only social media platforms that is used for planning.
Planning meals is a huge part of day-to-day life. If you ask most people, their day (at least to some degree) revolves around the next meal they are going to eat! It may sound silly, but we can all remember a time after we’ve just finished lunch, turned to mom, and asked, “what’s for dinner?” With the majority of Pinterest’s audience being moms, or women aged 25-54, it actually could not be a more perfect audience for produce brands to be reaching. That is because this majority group is the same group that is making 80% of the purchase decisions, including grocery shopping.
Here are 3 ways that you can use Pinterest to benefit your brand:
One of the biggest complaints, or excuses, for people to not cook with more fresh produce is not that they don’t want to, or don’t like the taste, it's that they don’t have any idea where to start. This is where Pinterest is truly a game changer.
With a quick search, Pinterest users are served thousands of recipes that include their keywords. What is interesting about Pinterest specifically, is that people will click on the recipe that inspires them most or catches their eye. So at first it is all about visuals, but the reason they are there is not JUST to look! All it takes is a glance at a recipe image for someone to be inspired to buy your product and they’re one click away from your website or blog.
2. Brand Exposure
While some might argue, “Okay, so Pinterest may give people a better idea of how to make something with my product, but that doesn’t mean they’ll buy MY brand”. Sure, there is no way to guarantee seeing a recipe that includes your product will lead to a purchase of your brand, but it is definitely more likely when you are present. If you are active on Pinterest and putting effort into the look and feel of your recipes, people will undoubtedly begin to recognize your brand. You can even add your logo to the recipe image! There are plenty of ways to get more brand exposure on this website, not to mention, it is one of the best drivers of website traffic.
As we mentioned before, Pinterest is one of the only social platforms that is specifically used for planning. That is why it’s a great idea to create food boards that center around holidays or big events such as Christmas dinner, Thanksgiving, the Superbowl etc. When people are planning parties or having guests over and are looking for ideas and inspiration on what to serve, the first social platform that they will go to is, you guessed it, Pinterest. So be sure you take advantage of the planning aspect of this platform!
When it comes to Pinterest, it can sometimes get put on the back burner compared to other social platforms, but when you use it the right way it can actually be one of your most valuable tools!
For more ideas on how Pinterest might work for your brand, schedule a call with our social team! We’re happy to brainstorm with you.