Pinterest’s interest in their users’ interests is a big part of what makes the platform so unique. They’re learning about what users are actually interested in seeing and are kind enough to share their findings with us. Below, we explore the four mindsets of pinners laid out by Pinterest, and how marketers can best reach out to users during their journey.
A couple of weeks ago, Pinterest shared their findings on “How people explore their interests on Pinterest”. Pinterest researchers looked into what pins triggered what kind of action from pinners with four different mindsets:
As Pinterest pointed out in their findings, these mindsets follow a similar path to the consumer journey. This is great news for marketers – as long as you know how to reach out and nurture each of these pinners.
“I’m just looking…”
Pinterest describes this type of user as someone who is “just looking to be inspired. It’s an undefined need for someday in the future.” The “I’m just looking” user truly uses Pinterest as a scrapbook. Maybe they’ll never look at that image again, but maybe they’ll come back later when they are ready to take action.
For a marketer, the “I’m just looking” users are the least likely to make a purchase or click through to your site, but it doesn’t mean they should be ignored. To grab the attention of these users, make sure your pins contain plenty of detail and, when possible, use rich pins. For example, by implementing rich product pins, the “I’m just looking” users will get notifications on price drops, therefore prompting them to check out your product again!
“Maybe I could…”
According to Pinterest, this user “might be exploring a new interest or considering taking on a new project. The need is more defined but the timeframe is still sometime in the future.” And, really, the “Maybe I could’s” are the backbone of Pinterest. They’re the user who is aspiring to something more. Maybe they want to workout more, craft more, cook more, DIY more – whatever they’re aspiring to, they can find their direction on Pinterest.
While “Maybe I could’s” are not actively seeking out items to purchase, there’s a good chance they’ll be super engaged. The “Maybe I could” users are the type that love “how to” and “life hack” pins. By making pins that entice the user to pin and later click through, you can then capture their email with either a lightbox or a submission form. That way, once they are ready to make a purchase, your name will be top of mind for the “Maybe I could’s”.
“I’m narrowing it down…”
Pinterest says this type of user “might not know exactly what they’re looking for, but they’ll need to figure it out soon. The need isn’t super defined but the timeframe is sooner.” Think of the “I’m narrowing it down” users like a family that needs a new car, just strolling onto your dealership lot to start comparison shopping. They have a good idea of what they need, but want to gather all the necessary information first.
Much like a good car salesmen, you don’t want to be too pushy with the “I’m narrowing it down’s”. Make sure your creating content that will help these users make an informed decision while not being overly sales-y. It’s also smart to note that these users might be taking advantage of secret boards to do some comparison shopping. Because of this, it’s a good idea to promote the usage of secret boards on your site. Whether they’re narrowing down cars, gifts or vacation locales, if they’re pinning to a secret board there’s a great chance they’ll take another look when they’re ready to purchase.
“I know what I need!”
Basically, these are the Pinterest marketing Holy Grail. Pinterest says this pinner “knows exactly what they’re looking for and they need it right away. They have a defined need and short timeframe.” This pinner is on Pinterest with a mission: to find and purchase. However, there is a very good chance that this pinner went through the previous three steps before jumping on Pinterest in a buying mood. Because of this, it’s important to not only go after the “I know what I need!” users – you must nuture the previous mindsets so they remember you when they’re ready to buy.
How will you use Pinterest’s interest journey? Let us know in the comments!
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Melissa Megginson is resident Marketing Manager and Cat Lady at Tailwind, the leading Pinterest tool for brands. Melissa specializes in content creation, social media, blogging, PR outreach and pretty much all things marketing. Find her on Twitter and Instagram at @MelMegg.