pinterest brand awareness case study

It has been awhile now since Pinterest has given its pinners the ability to pin videos.

But I was blown away by what I discovered last night, and then, again, this morning when I checked the data of a video that I pinned.

If you are using Pinterest for brand awareness, then I highly recommend that you pin your own videos on that platform.

“Pinterest doesn’t work,” they said. I always have to step back and qualify that sweeping generalization. And to do that, at the back of my mind, are some questions:

  • What did you do?
  • What is the quality of work that you have done?
  • Please explain to me what “work” means.

Because Pinterest works.

One of the key metrics on Pinterest for brand awareness that I keep an eye out for accounts we handle is video views.

What was the video that I pinned?

  • It was not sexy.
  • It was boring.
  • It was informative.

It was getting late, but I stayed for a few minutes to check Pinterest’s analytics.

What I noticed is that within a few seconds of my pinned video going live, over 200 Pinners started watching it already.

Here’s the data for that.

pinterest metric
Are you using Pinterest to increase brand awareness? (a Mini-Case Study) 9

Then the following day, less than 24 hours later, here is the number of views: 1,600+ people.

brand awareness metric pinterest
Are you using Pinterest to increase brand awareness? (a Mini-Case Study) 10

The pinned video stomped all other content types in terms of times it gets seen.

How I came to that conclusion is because I also pinned two additional contents after I pinned the video. (See below).

  • Content 1: Video = 1,600+
  • Content 2: Infographic = 21
  • Content 3: Image = 82
types of pins pinterest 5
Are you using Pinterest to increase brand awareness? (a Mini-Case Study) 11

Two Potential Questions

These questions may have crossed your mind when you read mini-case studies like this, or when you hear other people, like me, gush about the potential of Pinterest (or other platforms) to grow brand awareness.

Will my company get the same business result for our product or service?

Honestly, I do not know.

I know that may not be the answer you want to hear.

But here is how to find out if Pinterest would work, or not, for your business. Try it.

Test the different content formats and colors. Measure outcome. Then you’ll know.

In hindsight, if it does not work after testing it, you will do your business a favor because you will not be wasting business resources there anymore. It is a win.

Also, don’t forget to track it using measurable and identifiable key performance indicators. That is how you will determine the success of your social media efforts using any platforms, anyway.

Should my business be on Pinterest?

Only if the people you wish to connect with are hanging out on Pinterest. Remember, there are a lot of women in the workforce. Statista says that, ” In 2022, about 74.09 million women were employed in the United States.”

Women have overtaken men and now account for more than half (50.7%) of the college-educated labor force in the United States.

PEW Research Center

Myth

But, “It’s a platform for moms!” I have seen someone say that on Reddit recently.

That is a common perception about Pinterest. I have heard it echoed several times. But that perception is inaccurate.

Fact: Pinterest platform is used by women across different ages with the millennials topping the list.

Want proof? Here it is.

pinterest users age group 5
All Pinterest users | Image by Pinterest

Inbound Traffic

Going back to the question: I suggest that you consider being on Pinterest if you want to grow traffic to your website.

Pinterest has always been the top social media inbound web traffic driver of all social media platforms, in my experience, over the years.

Resources

Knowing that Pinterest can help your B2B company in increasing inbound traffic and also knowing that your audience is there, allocate some resources to manage Pinterest. And like any other social media platforms, it has to be done consistently as well.

If you don’t have the resources to cover Pinterest because internally you are already stretched for time and resources, buy time by working with a social media company to augment what you need.

It’s a Wrap

If you want to grow brand awareness, the quickest way to scale this is to pin videos on Pinterest. If you have videos already, repurpose it on Pinterest and watch the success metrics.

P.S. Should you want to see the video that I pinned on Pinterest, you can view the video here.

P.P.S. If you like to read the unabridged version of the video in text format, it is this article.

I hope you find this content helpful.

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Are you using Pinterest to increase brand awareness? (a Mini-Case Study)

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