With over 800,000 online shops and 15 million one-of-a-kind items, Etsy are a force to be reckoned with in social commerce. The Etsy team was drawn to the visual nature of Pinterest as a way to showcase items for sale in the Etsy marketplace. Over time, they invested more in shaping their brand presence on Pinterest. Their editorial team posts new Pins daily to Etsy’s boards, drawing from Etsy items as well as content from other sites, inspired by what’s trending on Pinterest.
Etsy also launched a Guest Pinner programme to bring in different points of view and engage the community in content sharing on Pinterest. Etsy invite people on Pinterest ranging from Etsy sellers to popular bloggers, to brands such as Martha Stewart Weddings Magazine. Weekly Guest Pinners use group boards to show off trendsetting finds. This brings fresh perspective to Etsy’s boards.
Upon observing that their customers were saving Etsy items to Pinterest, the Etsy team added the Save button on each item listing page on Etsy.com. The Save button makes it easy for Etsy shoppers to save items while browsing the site.
Items saved from Etsy also come with attribution, ensuring that each item carries a shop’s name and that the details contain the item name and price. This helps people on Pinterest understand that the item is for sale just a click away and ensures that the seller gets recognised.
‘Managing our boards is an ongoing collaboration between our editorial, merchandising and international community managers. We look at which Pins are saved to inform our content strategy. We know that if it’s hot on Pinterest, it will probably resonate with our community,’ says Alison Feldman, Editor-in-Chief at Etsy.
“Our goal is inspiration - not just sales. We showcase Etsy’s values to drive loyalty and engagement, and we post things that resonate with our community. We maintain a careful balance of Etsy items and other saved content to maintain authenticity with our audience.”
Rachel Ball of Elephantine is a seller on Etsy who specialises in modern, minimalist jewellery. Inspired by the visitor traffic that her online shop receives through Pinterest, she saves her new products to her boards as soon as they’re listed for sale. She pays close attention to user engagement through metrics like user saves of her products – all cues as to which styles resonate most with her customers.
Rachel uses these insights to help inform her future product planning. Since she began using Pinterest to help promote her shop, average views per week have increased by 22%, and sales per week have increased by 20%.
“My Pinterest account encapsulates the kind of lifestyle that pairs well with my jewellery. I don’t produce lookbooks, like many other jewellery designers do, so in certain ways my Pins are a lookbook for my brand" she said.