Evaluation of Pinterest
Pinterest is a social media platform that organizations use to promote products and services because using an image-based network, according to Mathur et al. (2018). Corporations use Pinterest in marketing products by pining videos or images on different virtual bulletin boards, as per Sims (2018). Pinterest is a unique platform because customers are actively involved in self-services. After all, the platform contains a catalog that aligns with consumer needs. This implies that Pinterest is handpicked for customers not only to like, share, or comment but to engage in self-serving. Organizations that use Pinterest can curate product images from the company and friends using personalized pinboards (Sims, 2018). This feature makes Pinterest the best social media tool for marketing products and services to existing and potential buyers.
Marketers use Pinterest to market products creating boards with tittles of marketed commodities. The product description also shows corporate ideas and essential details of the commodity or service (Schmidt and Evans, 2018). Pins and links related to the products are shared using Pinterest with the target market. The criteria for using Pinterest in marketing campaign aligns with the PRACE model that makes digital advertising easier. Marketers use the PRACE model to plan, reach, act, convert and engage with customers. Planning entails building a corporate reputation and developing a viable content strategy using Pinterest (Chaffey, 2022). This is where marketers develop a product and creates its title and description based on customers' need.
Reach involves how marketers ensure that the products are accessed or seen by potential buyers, according to Stephen (2022). Pinterest is used to share the products used pinned boards and links that direct new prospects. Marketers use Pinterest to inspire and entertain potential buyers, which is a strategy for attracting them to buy a commodity. Marketers act by creating user-generation content like SEO linked to Pinterest (Chaffey, 2022). This increases brand awareness because customers are encouraged to share ideas with friends. Pinterest increases customer interactions using social network pages, blog interaction, commenting sections, reviews, and product ratings.
Pinterest has a convert section that enables marketers to define different personas and generate leads. Marketers use Pinterest to offer various content through words, images, videos, and people using a simple tone of voice and brand messages (Chaffey, 2022). Marketers use Pinterest to define the right call of action that customers should take after viewing an image or video. Engaging entails dispersing the responsibility that enhances creating content (Stephen, 20220. Besides, marketers use Pinterest to engage with the community and optimize sharing content with individuals.
The syndication framework can also describe how marketers use Pinterest to promote and advertise different products (Kim, 2022). Syndication enables marketers to republish original content and products on different third-party websites. Marketers using Pinterest have the right to broadcast products on different sites to increase awareness (Kim, 2022). Syndication is crucial to marketers by enabling them to reach the intended market and enhancing product and brand awareness.
Syndication aids in building links that drive more traffic to a product and the original posts on Pinterest, as per Kenton (2020). Besides, marketers use Pinterest to create content with commercial and application relevance. Therefore, marketers use original pinned videos, images, and content on Pinterest to publish on third-party websites, which drives high traffic to the initial post (Kim, 2022). Syndication enables marketers to reach different customers attracted to visit the original post on Pinterest as the call of action. According to Kenton (2020), Syndication introduces new customers to Pinterest who interact with commodities and make informed buying choices from the marketing company.