SMBs can use their website content for Pinterest content.

According to a comScore report, small businesses in the travel sector can improve web visibility with a presence on Pinterest, as consumers on the site frequently access content about vacation plans. Travel-related categories accounted for two of the 20 most popular topics on the site. While retail brands claim a majority of activity, Pinterest content about travel transactions appeals to 18.6 percent of users, and 16.6 percent engage with pins from hotels and resorts.

Pinterest marketing has helped brands with products and services that translate well to visual content. Retailers have been especially successful with social media marketing on the platform, as 11 of the 20 most popular brand categories are different kinds of retailers. Still, comScore suggests the network holds a lot of untapped potential for travel agencies.

Travel businesses can use engaging images of their feature destinations, as well as visual marketing content they create, to attract convertible audiences on the site. Contentlead recently highlighted a report from Bizrate that found Pinterest content is especially valuable for brands depending on ecommerce spending. According to the study, 70 percent of Pinterest users browse the site for inspiration related to purchases.

Pinterest surge to relevance as a social platform began in the late summer of 2011. Since then, its main demographic has been the young professional women, and this hasn’t changed much. According to comScore’s report, 19 percent of American women active on the web maintain Pinterest accounts, compared to just 5 percent of men. Overall, 12 percent of the American web audience uses Pinterest in some manner.