For marketers and business owners, Pinterest is a great platform to showcase your brand. But do you know everything there is to know about Pinterest? Pinterest is a huge social platform with 367 million monthly active users. What was once a simple photo-sharing site, is now driving 33% more referral traffic to shopping sites than Facebook. Pinterest is one of those revolutionary social media channels we didn’t really know we needed.
Here are the top facts that your business should be aware of about Pinterest, and how to leverage this information to make successful Pinterest advertising campaigns.
Pinterest Advertising for Your Business
Pinterest is impacting what and how users are purchasing. While the platform may not provide the level of scale and reach as other social platforms, it has evolved to a more advanced system for on-platform purchases. But before you jump in and create your business’s Pins, it’s important to think about why your brand is using Pinterest and what you want to achieve. Ask yourself: How will Pinterest benefit my business?
Does your business need help with your Pinterest marketing strategy? These facts will give you more of an insight into what Pinterest is today.
72% of Pinterest Users are Female
This is compared to 19% of men and 9% unspecified. This vast audience of females is reaching 83% of women aged between 25-54. That same group makes 80% of the buying decisions in US households and they are harnessing the power of Pinterest to visualize their future, strategise about their goals and assist them on their purchasing journey.
- 85% of these women on Pinterest are using it to plan life moments, compared to take on platforms such as Instagram at 44% and Facebook with 53%.
- 43% of these females plan on getting their ideal home within the next five years.
- 58% of females say it helps them make shopping and purchasing decisions.
These Pinterest users are investing their time and money in what they’re passionate about. And through pinterest marketing campaigns your business will be able to reach them.
- 52% of females are using the platform to develop their knowledge of great food and drinks.
- 52% of Pinterest users spent $500 and over on beauty products they found on Pinterest within six months.
- 70% use Pinterest to find accessories, watches and jewellery.
97% of Pinterest Searches are Unbranded
Pinterest is a search and discovery tool. Users can actively search for specific ideas, products and services, or passively discover ideas by browsing their home feed. Unlike Google search ads, Pinterest search ads aren’t shown in just the first few results. Instead, they’re filtered throughout the users feed, intermingled throughout regular organic pins. The only difference between a promoted pin and a regular pin is the “Promoted by” text at the bottom of it. Pinterest search ads not only help your business to reach your ideal customer, but also offer early influence over the buying decision process. According to a Pinterest search study, 97% of search terms are unbranded. This means Pinterest search users are in the consideration phase and they’re open to new ideas and brands. Unlike other platforms, where ads are designed to interrupt a user’s news feed, Pinterest users are actively seeking out products and services on the platform. Pinterest search ads are easy to create and relatively inexpensive to run. Pinterest makes it happen, 77% of weekly users say they regularly discover new brands and products on the platform. More than that, 98% of users have tried things they find on Pinterest, and 83% have made purchases based on brand content.
48% of Users are Shopping on Pinterest
Pinterest is more of a search engine than just a social platform, and users act accordingly. With 48% of users having shopping as their top activity on Pinterest, just after viewing photos which sits at 57%. This comes in stark contrast with other social media platforms. For Facebook, shopping ranks as the 7th most popular activity at 14%. And similar for Instagram, Snapchat, and Twitter, all of which see lower shopping rates.
78% of Users say content from brands is useful, including ads
On most social platforms, it’s crucial to find the balance between promotional and engaging content. The good news is that since Pinterest is so focused on ideas, themes and inspiration that content from businesses is useful to 78% of Pinterest users.
The key to making the most out of this brand-loving audience is to figure out how to use Pinterest effectively. Start by making sure that your business has created content that is relevant to your target audience.
Educational content from brands is particularly useful on Pinterest. People love shopping around for new ideas when there’s plenty of tips and insights to go alongside them. This channel is an excellent place for wedding businesses, food bloggers, interior design businesses, niche companies and more to show off what makes them unique.
This year’s Pinterest stats show that the users of the platform are dedicated shoppers, with a desire to dig into social content. With a team like Firefly at your side, your business can create highly engaging visual content that puts your brand in front of some of the most motivated shoppers.
If your business is looking for inspiration and a team to help tap into emerging trends to make better strategic decisions, get in contact with Firefly today.