Sheri Hebbeln
April 11, 2016 | Demand Generation , Marketing | Sheri Hebbeln

Is Pinterest a good marketing tool for your winery?

Pinterest is the leading lifestyle social media platform. While Facebook keeps friends connected and Instagram is a virtual photo album, Pinterest is an online cookbook, interior decorator, wardrobe stylist and advice columnist all in one. This isn't just speculation. As Practical Ecommerce noted, Pinterest boards - user-created collections - span all sorts of categories. There are 300 million boards for fashion, 180 million for food and drink and 130 million for home decoration.

The 180 million statistic should catch your eye. That's a huge amount of consumer interest indicating an incredible target market. You can reach this audience by using Pinterest as an online marketing tool.

Pinterest demographics
According to the Pew Research Center, the majority of Pinterest users are women under 50. Forty-four percent of adult American women with Internet access use the lifestyle site, and almost a third of its overall users check Pinterest daily. While the numbers haven't hit Facebook levels, they are on the rise. Pinterest use doubled between 2012 and 2015, from 15 percent of online consumers to 31 percent.

How wineries and retailers can use Pinterest
Several brands already have their own profiles and boards. Nordstrom, for example, had 4.5 million Pinterest followers as of 2013 and uses the social media website to track popular items. Business Insider reported the department store began identifying Pinterest-popular products in its brick-and-mortar stores, first in Seattle and then throughout the country.

Wineries can use this same approach, displaying popular bottles in their tasting rooms with a special Pinterest signifier. Knowing the wine is already a fan favorite encourages visitors to purchase it. Meanwhile, online stores can capitalize on buyable and promoted pins. Buyable pins work with specific e-commerce platforms to let shoppers purchase goods directly from Pinterest. Meanwhile, promoted pins advertise wines and link back to their product pages on your website. They'll soon be available to all retailers, and stores can use them to run two different types of campaigns. Engagement campaigns put your product in as many Pinterest feeds as possible, while traffic campaigns are designed to get clicks to your site. Practical Ecommerce pointed to traffic campaigns as the best Pinterest resource for online stores.

Pinterest is a great way to promote wines as a lifestyle product among a particular set of consumers. Even if wine sellers don't make use of buyable or promoted pins, the platform itself spreads brand awareness and gets shoppers engaged.


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