Brief: Stop Treating Pinterest Like A Social Network

Marketers have labeled Pinterest as a social network since its launch and used it primarily for engagement like they do other social networks. But this is the wrong approach because they can better use Pinterest as a discovery tool to help customers find their products. Only 15% of search marketers tell us that they use Pinterest to increase their brand’s visibility. However, 55% of users go to Pinterest to find and shop for products, so marketers should use the platform to help customers discover and explore their brands. This report helps B2C marketers shift their mindset about Pinterest and shows how they can use Pinterest for discovery.