Pin your way to growth: 4 reasons Pinterest is an underrated game changer for travel marketing
- acaciadonovan
- Apr 28, 2024
- 2 min read
Updated: May 24, 2024
Pinterest probably isn’t the first platform you think of when you think of the ideal social media marketing platforms for the travel industry.
But maybe it should be...
Here’s 4 points that will likely change your mind:
1 - Pinterest acts as a visual search engine
One of the main uses of digital technology in regard to the travel industry is inspiration and early stage trip research. In fact, 77% of travellers use social media in the early stages of trip planning and Pinterest is the 7th most searched topic on Pinterest.
People want to be inspired, visual plan their travel, research locations and accommodation and Pinterest offers the most convenient way to do that.
2 - Insane SEO and Research Tools
Unlike any other social media platform, Pinterest allows businesses to target specific keyword searches allowing for even wider reach making Pinterest ideal for brand awareness.
What is more, Pinterest provides public consumer research tools and keyword recommendations and provides users a plethora of analytics to optimise posts. Pinterests annual trend predictions have a whopping 80% success rate allowing businesses to connect easily with their target markets.
3 - Website traffic
Pinterest is proven to also be one of the most effective platforms for driving website traffic due to extremely high engagement rates. In part, this is due to the highly effective content targeting on the platform. Another key factor is the nature of the app for research purposes. High engagement results in high conversion
4 - Airbnb's Success
If you're yet to be convinced take a look at Airbnb. They have successfully leveraged the platform by presenting users with awe-evoking inspiration as well as a tangible method to achieve it; book the accomodation.
Their 'Staycations' campaign reached over 4.2 million users and increased the offers awareness by 16%.
Their success is great evidence that the platform is optimal for the travel industry. They discovered a niche and were able to cater directly to this audience on Pinterest.
Still not 100% convinced?
Don't worry, Neither was I. So i decided to take things into my own hands.
Using the 'Pinterests for Business' data and keyword recommendations, I uploaded a photo I took and optimised the caption and links to trending search terms.
With no previous followers, I was able to receive 244 views and 13 clicks. If there was an external website link this could have been 13 potential new customers just from one image.
In short, Pinterest is often overlooked as a method to increase brand awareness. But, for certain industries (in this case tourism) it can be the difference between stagnant business and exponential digital growth when used correctly.
Written by Acacia Donovan
References:
Airbnb. 2024. “Airbnb make ‘Staycation’ a new travel trend with a memorable stay on Pinterest”. Pinterest for Business.
Baker, K. 2022. “The Ultimate Guide to Mastering Pinterest for Marketing”. HubSpot Blog. https://blog.hubspot.com/blog/tabid/6307/bid/31147/the-ultimate-guide-to-mastering-pinterest-for-marketing.aspx
Expedia Group. 2024. “How to use social media to drive travel affiliate revenue”. Expedia Group Company. https://partner.expediagroup.com/en-au/resources/blog/leverage-social-media-travel-bookings-guide-affiliate-marketers
Pin House. 2024. “Top 10 most popular Pinterest Categories for 2024”. Pin House.
Pinterest Business. 2024. “It’s a Gen Z World. Here’s how brands can thrive in it.” Pinterest Business. https://business.pinterest.com/en-au/blog/gen-z-marketing-on-pinterest/
West, C. 2024. “24 Must know Pinterest Stats for marketers in 2024”. Sprout Social. https://sproutsocial.com/insights/pinterest-statistics/
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