Like every type of social media, Pinterest isn’t right for every business. 

But it’s an f-ing game changer for some businesses. 

So, how do you know if Pinterest is right for your company? 

The types of businesses that can use Pinterest’s social media platform 

Pinterest is great if you sell a product. That’s because, in addition to being a social media platform, it’s basically a visual search engine. If you have products, users can easily discover them. For example, if you’re a clothing manufacturer, you can list all your pieces. Then, if a user searches for “mini dresses” and you have one, it will come up in the search as a Pin. The user could find the dress – and discover your brand. Best of all, you can make your Pins shoppable, meaning people can buy your products without leaving Pinterest! 

If you don’t have a product to sell or you only work in a brick-and-mortar location, then Pinterest doesn’t have a lot to offer. Few people are going to find, say, a restaurant on Pinterest then go check it out in real life. Got a business like that? Spend your social media marketing efforts on Instagram. 

What Pinterest’s social media platform can and can’t do 

1. Can: Allow product purchases 

We know we already said it, but it’s worth mentioning again: If you have an eCommerce business, you can make your Pins shoppable. So get great photos of your products and get them up on Pinterest ASAP! You also may want to consider partnerships with other brands. Shoot photos with all your products and tag them in the Pin. This way, users can shop whatever they want from the image. 

2. Can’t: Increase product awareness 

If you have nothing to sell and you just want people to discover your brand, Pinterest isn’t the best choice for you. That’s because people don’t spend enough time searching through individual accounts to discover brands unless they are already interested in those brands products. Need someone to discover you, then come visit a brick-and-mortar location for a service, food, or to make a purchase? Instagram and Facebook are going to be better for you to focus on. 

3. Can: Capture women 25-54

Pinterest offers easy access an important demographic: women aged 25-54. In fact, Pinterest captures 83% of all these women. This demographic is still responsible for 80% of the household purchasing decisions. Given this, if you’re selling a product, especially one targeting women or for households, you need to be on Pinterest. 

4. Can: Create a long-term social media space 

Most social media is of the moment. Posts come and go in a matter of days or even minutes. But the only way most social media posts come back months or years later is if you said something you REALLY shouldn’t have. Pinterest isn’t like that. Once you put a post up, it can always come up in searches. So while you might not get a flood of likes and comments at the start, potential customers can find your products for the days, months, and years to come.