If you are not on Pinterest, you should be. Since their IPO, Pinterest is emerging as a force in social media that offers serious advantages for the beauty, aesthetics, wellness categories.
Pinterest – the highly addictive scrapbooking social media site- is not just about posting pretty pictures and mouthwatering meals anymore. It is all grown up and offers a new way for prospective patients to hunt for beauty and anti-aging tips, trends and treatments.
If you are not actively ‘pinning,’ you should be.
Here’s why:
Pinterest users are your target audience – and a loyal group at that. Millennials and women between the ages of 25 and 54 use Pinterest a lot. What’s more, 40 percent of new users are said to be men, according to Pinterest. Men and millennials are considered the hottest demographics to attract and entice in aesthetics today. While both of these groups can be somewhat elusive, Pinterest appears to be their playground.
Pinterest users are twice as likely to be educated with a higher income. This means that they are likely to be interested in getting injected, lasered, peeled, sculpted and lifted based on all that we know about today’s aesthetic patient.
The key concept that makes Pinterest different is INSPIRATION, and this should guide you through creating a rocking content strategy to ace this novel platform.
Pinterest doubles as a search engine. Pinterest users often search for ideas and ‘inspo’ across this site, which means they’re in full-on discovery mode. They may be looking for content about the services, products and treatments that you provide. You have to be there to be found.
Pinterest is word of mouth on steroids. Pinterest users tend to log on to evaluate all of their options and look for inspiration from like-minded pinners, and millennials are actively sharing products on Pinterest. This ups the chance that an influencer will like and pin your content for all of their followers to see.
What’s better than that? Well, the fact that Pinterest’s audience clicks through to shopping sites more often than Facebook, Snapchat or Twitter users.
It can be daunting to start on another social platform, but Pinterest likely makes sense for your practice and is well worth the effort. Stay tuned for Part II in my Pinterest series where I will talk you through how, what and when to pin.
Need help with your Pinterest strategy? Reach out to us Anne@wendylewisco.com
