Buyable Pins on Pinterest:

Why Brands Should Target Hispanics Millennials

By: Mary Gutierrez, Creative Department

Ever wanted to buy something you saw on Pinterest? Well, you’re in luck. According to Mashable, on Tuesday Pinterest officially announced that they will offer Buyable Pins for IOS phones this month—Android users will have to wait a bit longer. Now when you scroll your time away on Pinterest, you will be able to purchase some items you see. The Buyable Pins have a blue price tag and when you tap the pin it will direct you to a screen that says “Buy It” or “Pin It.”

So, what does this mean for Hispanic marketing? Let’s take a look:

 

The Hispanic market has been moving more towards digital so much that half of the population shops online. Although Hispanics as a whole mainly share content through other social networking sites, Hispanic millennials use Pinterest to share content.

According to Hootsuite, a few brands, such as Lowe’s, Nordstrom and Etsy, are “nailing it on Pinterest.” These brands realized that this platform offers more opportunity with their online consumers. Lowe’s has 3.5 million followers and currently has 55 boards. Their most followed board, “Build It!,” has 3.4 million followers—almost the same amount as their entire Pinterest page! Nordstrom has 64 boards on Pinterest with topics that range from fashion to décor. Their most followed board, “Our Favorite Things,” has more than 4.2 million followers. Etsy has more than 350K followers and their boards have a variety of categories. Their most followed board is “Cool Spaces” with about 250K followers.

These brands on Pinterest are successful because they know who their consumer is and how to grab their attention. If more Hispanic brands used social media networking sites for online marketing, they would gain more awareness. Hispanics are twice as likely to share content than non-Hispanics and twice as likely to buy the product they share, compared to non-Hispanics. Brands should keep this in mind as they explore how to leverage Pinterest as a new way to reach Hispanic millennials.

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jorgelo@thehangar.cr