Direct-to-consumer brands are, in part, characterized by their unconventional advertising. Many of them rely on social media platforms such as Facebook and Instagram to attract potential customers. Pinterest, however, is the latest social media platform to want to start working with DTC brands.
According to Pinterest’s recent statement, the company wants to build more product and measurement tools to attract more digitally native vertical brands. They are even bringing on a specialized sales team to help serve these brands. Pinterest has also launched a new type of campaign, known as conversion optimization. The platform claims to be a popular option for DTC brands. Conversion optimization allows for brands to create an increased variety of goals, and then optimize and promote pins to meet those goals. The goals can include anything from lead generation to a higher number of online checkouts.
Pinterest argues that its users approach the platform with a “discovery mindset.” They visit the platform to look for new projects, ideas, and brands, which makes it an excellent choice for DTC brands. Many DTC brands suffer from a lack of awareness, but Pinterest will help users discover emerging new brands.
97% of Pinterest’s 1,000 search terms are non-branded. Non-branded search terms do not include a company name. Such searches work in favor of DTC brands, as users on Pinterest are not looking for a specific brand. This way, DTC brands can reach users before they have made up their mind on which brand to purchase.
According to Brandon Doyle, the founder of Wallaroo Media, the top of the funnel traffic on Pinterest is the same quality as it is on Facebook, but cheaper. Facebook and Google ads are becoming more expensive, and DTC brands are looking to start spending more on other platforms.
While Pinterest has proven a good option for generating top of the funnel traffic, DTC brands cannot survive on that traffic alone. The platform is a stable source when it comes to generating traffic and leads, but delivering conversions at a meaningful scale is more complicated. Many brands are still testing Pinterest and unsure of whether or not they will invest more money in marketing there in the future.
With more testing and some adjustments, Pinterest could become one of the next top DTC advertising platforms.