How nail & beauty pros can use Pinterest to boost their business
By Chloe Randall | 05 September 2023 | Expert Advice, Feature
According to social media management site, Combin, 76% of Pinterest users are women, with females aged 25 to 34 dominating the platform.
The Scratch Nail Industry Survey 2022 revealed that this age range makes up the majority of nail clients, so embrace your target audience by understanding the social media platform and using it to your advantage.
While Pinterest is a great hub for consumers to source inspiration and ideas across categories such as beauty and fashion, businesses can find value in the app as a marketing tool to showcase products and services. They can also use it to drive traffic to their website and connect with an audience that is actively seeking ideas and inspiration.
What is Pinterest?
Pinterest is a social network platform that allows users to visually share (or ‘pin’) images or videos to their own boards, or the boards of others. Boards can also be created with a common theme, for example ‘Christmas nails’. Users can also browse content that others have pinned, and discover those with like-minded interests, pinning their pictures to their boards.
You can also upload your own original content to pin, such as:
• Photos
• Blogs
• Videos & tutorials
• Promotions & sales
• Giveaways
• Events
• Website content
How can nail & beauty pros use Pinterest?
“Pinterest is great for exploring a range of mediums and designs, keeping them on a virtual mind map for reference,” explains Emma Laverton, Glitterbels ambassador & Nailympia medal winner.
“I found Pinterest particularly helpful when I was planning my Nailympia entries last year, because I had a board of inspiration for both categories I entered. Keeping all of the visuals in one place for my themes helped streamline my visions for each creation.”
“I put aside one day each month to schedule my nail pictures to be posted as pins over the next month,” reveals Emily Jones, Scratch Stars Mobile Nailist of the Year finalist 2023.
“I also use Pinterest to collect nail inspiration. As the boards are public, clients can have the links to look through them and bring any designs they like to their next nail appointment. I have found that 90% of clients bring inspiration they have seen on Pinterest, so it is a platform I use daily.”
“The Glitterbels social media team has different boards for trending nail art throughout the year, as well as inspiration for wedding nails, Y2K styles and so much more,” adds Ebony Shepherd, Glitterbels social media manager.
How can Pinterest boost a business or profile?
Social media management site, Combin, shares the Pinterest features that can elevate a profile:
• Pinterest provides advertising opportunities through various pathways; promoted pins, shopping ads and buyable pins.
• Promoted pins are paid advertisements that appear in users’ feeds and search results. Brands can create visually appealing pins and target them to specific demographics, interests or keywords. They blend in with organic content, increasing their visibility and engagement.
• Shopping ads include product images, pricing and availability information. When users click on a shopping ad, they are directed to the brand’s website or a specific product page.
• Buyable pins allow users to make purchases directly within the Pinterest platform.
• Consumers can use Pinterest Analytics to gain valuable insights into audience behaviour, content performance and engagement. Brands can also track metrics such as impressions, clicks, saves and click-through rates to evaluate the effectiveness of their campaigns.
“Pinterest has helped to elevate our online presence,” smiles Ebony Shepherd. “Since starting our Pinterest account, we have had an average of 377,000 monthly views. To think that so many people who are interested in nails and nail art trends are looking at our boards each month is amazing.”