In this edition of “Why we love Pinterest, and why you should too,” we’ll look at how Etsy has used the platform to grow, engage people and ultimately, make more money for their individual sellers.
Etsy is an online marketplace in which artists from around the world can sell their wares. Representing thousands of artists from hundreds of countries, the sheer number of products available is overwhelming. Although most of us work on a much smaller scale, Etsy has been held up as a business that is using Pinterest successfully. What can we learn from their example? Let’s look at this Pinterest case study.
Organize products thematicallyEtsy represents hundreds of thousands of sellers. Most of these sellers would be relegated to obscurity if their items were only listed by product! How could I possibly know that I would fall in love with a handmade naked-mole rat figurine? Instead, products are organized into themes such as weddings, jewelry, vintage or kids. This allows the viewer to perform their search in a context, and to find treasures that they didn’t even know existed.
The guest pinners are not only artists or sellers, but influencers in the areas of food and design. Etsy has invited Martha Stewart Wedding and Whole Foods to create their own Pinterest boards featuring their favorite products, which are not limited to products available via Etsy.
Make everything pinnable
Etsy has added the “Pin” button to every item it sells. This allows someone in the “looking” phase, but not yet in the “buying” phase, to pin the item to their board. Not only can they return to it at a later time, but all of their followers will see it as well. Clicking on the pin takes them directly to the seller’s link.
Keep the buying experience easy
Etsy brands each of its pins with an Etsy icon. No matter where it is repinned, the viewer can automatically recognize it as a product available on Etsy. Pins also have a banner with the price, so no need to click through for that extra piece of information.
Etsy’s products are visual, so they naturally lend themselves to Pinterest. But beyond that, their boards are fun, whimsical and thoughtfully curated.
Which of these tips will you implement in your Pinterest account? Let us know in the comments!