But brands shouldn’t depend on one social app alone—and there is another visual-first platform that many stationery companies might be overlooking: Pinterest.
Pinterest has around 459 million monthly active users, and that audience overlaps heavily with the target audience for a stationery brand. Roughly 60% of Pinterest users (Pinners) are women, who also disproportionately comprise stationery buyers.
Brands can use Pinterest to build shoppable collections of their stock products, they can post Pins that are relevant to their brand: Pins featuring inspirational quotes, beautiful handwriting, and so on.
Pinterest is making the platform more friendly for brands and retailers. 80% of people who visit it weekly said they discovered a new brand on the Pinterest app.
The app has optimized its new shopping features:
First, brands should be sure to enter their Pinterest business account in the app’s Verified Merchant Program. It's a free program that gives businesses:
To apply, brands have to ensure that they include current pricing and in-stock information for each of their products that they list on the app. Merchants also need clear return policies.
Once they’re on Pinterest, stationery brands should:
The first step toward creating a thriving Pinterest storefront is building out a product catalog on the app.
Businesses can manually upload their products, pricing, and shipping and refund policies, or they can connect a store through Shopify or ChannelAdvisor, to auto-populate their information within Pinterest.
A new update to Pinterest now lets verified businesses include labels that represent the company and what it stands for, such as “Black-owned” or “inclusive” or “responsibly sourced,” in their public profiles.
Pinterest itself recommends that brands create new Idea Pins every week in order to get the most reach out of its algorithm.
Pinterest updates a detailed “trends” page which highlights the types of Pins that are gaining the most traction on the platform. The trends are broken down by category, like Fashion and Home Decor, so stationary brands can find the most relevant posts to their product.
Businesses can turn on direct messaging on Pinterest in their Pinterest for Business dashboards, allowing customers to message them directly with product questions. Chatdesk Teams hires real fans of your brand to field customer inquiries across all social platforms.
To see how Chatdesk Teams can help brands streamline the eCommerce experience on Pinterest, schedule a demo!