There is clearly a great way that Pinterest works which shows that you don’t really need this super dependence on third-party cookies or similar tools for brands to succeed.
It is absolutely clear that what fuels sales, is the intent of the customer. Pinterest is not for users to simply scroll through when they need to kill time. They come here to find ideas and inspiration that will help them decide what they will buy or what they will do. Could be a craft; It could be a home re-model! It could be inspiration for a dinner menu.
It starts with user trying to get a general idea of maybe dinner menus. Then it can become a board with ingredients and recipes. Then it starts getting specific. They shop around for what goes into the meal. Users come to get an idea of things and then finally find what works best for them.
Which is where some clever marketing messaging can do wonders – it adds to the user’s experience and it gives them an answer to what they were looking for. Ads just can’t get more relevant than this – the time, the place, the content – it is a perfect place for brands to be!
Pinterest is also designed to show users all the things that they could buy right away and all the things that they can save to buy later. And the idea of saving things to buy later encourages sales!
Ask anyone and they would tell you that brands must be on Pinterest because that is where more browsers are converted to buyers. It might appear to be ridiculously simple – that you are not really doing anything earth-shaking. But the results brands will see by being on this platform are phenomenal!
And that is because users tell you what they want. What they really, really want! And it is up to brands to just give it to them!