Pinterest – the popular social media platform is used extensively as a clean canvas by users for its visuals and aesthetics. Users have the creative opportunity to curate outfits, renovate a living space, find recipes, and add these pins to their board. This allows brands to utilise the significance of the visual aspect and showcase their products.
In 2021, the platform reported that the number of pinners engaging with shopping surfaces grew over 20% both quarter-over-quarter and year-over-year in Q4 of 2021. What’s more, 80% of Pinterest users have discovered, or plan to discover, a new brand or product on the platform.
Considering, that it adds to the online shopping experience, major Indian brands still shy away from creating a niche for themselves despite the ability to reach over 445 million monthly active users for massive growth. We highlight a few Indian brands using Pinterest to reach out to the younger generation and drive engagement.
Suta has been attempting to introduce the beauty of Indian apparel to the younger generation. The brand has a robust 50 thousand followers on the platform. The brand’s strategy relies on showcasing its product while explaining the history behind the garment-making process which informs customers about the brand, brings the brand and audience closer and drives audience engagement.
Nykaa, apart from being a makeup commerce giant also enjoys 80 thousand followers. On Pinterest, 91% of beauty searches are unbranded. Nykaa bridges the information gap by fulfilling the need for tips on skincare, makeup, and beauty-related topics on the platform. Both the brand and the platform have a relatively younger audience. The e-commerce giant makes use of that by establishing itself with a variety of aesthetically pleasing content.
Mojarto displays original Indian paintings, prints, and sculptures on Pinterest with a heavy