Have you ever thought about using Pinterest to target consumers in the travel market? Thought not. However, over 150 million people a month now use the social media platform, which represents a 50% increase from the previous year.
It's a gold mine for inspiration – half of the battle for travel brands is getting customers to feel inspired, so it would appear to be a good fit.
What else has the platform got going for it?
1. It drives sales
In terms of commerciality, Facebook and Instagram simply cannot compete with Pinterest. Over half of Pinterest users visit the platform with the primary objective of finding or buying something. Just one in ten Facebook and Instagram users log on with any intention other than to view and create posts.
For travel brands, this is an opportunity to not only position your feed as a source of inspiration, but as the business with which to buy a holiday.
2. It's built for personalisation
Recently, Pinterest announced that it is incorporating artificial intelligence into its platform, using deep learning to improve its Related Pins feature. This means it can serve its users pins that they are more likely to do something with. Early tests show that the more personalised pins are resulting in 5% more engagement – no mean feat in these times of content saturation.
3. It's video friendly
Aren't all social platforms? Well, yes, but for a long time Pinterest didn't really embrace video like the rest of them. Last year it took steps to rectify that, launching video advertising or 'promoted video' off the back of a reported 60% increase in the number of videos saved on the platform. This gives travel brands the opportunity to pair video ads with promoted pins – adding further credence to Pinterest's ability to drive sales.
4. It has a growing male audience
Pinterest, quite correctly, has been seen as a platform primarily for women. However, it's no longer as female-dominated as it once was, with male usage increasing by 70% last year, meaning men now account for 40% of the site's monthly active users. This is good news for travel brands, as it means they don't have to divide things by gender – they can just look to target their audience.
One travel brand highlighted by Econsultancy as getting full use out of Pinterest is Lonely Planet. It uses the platform to curate travel guides, intertwining content from its own site with that from bloggers and social influencers. This gives its board a community-feel, whereby Pinterest users feel like they can contribute and engage with the brand. It's fairly straight forward stuff, but it's effective.
Travel technology you can trust
However, if you are going to use Pinterest for all its worth, you better ensure that your website is up to scratch when users look to find out more about your business. Our travel technology will give your customers the optimum experience, no matter what screen and device they're using.