Pinterest marketing can help your brand be there at the point of discovery. Learn why it should be a part of your mix with these five facts.
Pinterest isn’t just about finding gluten-free recipes or ideas to decorate a coastal home, although those searches do occur on the regular. To find an engaged audience, you need to go where the content is and that is exactly what Pinterest provides. Advertisers may be surprised at how Pinterest has evolved into the revenue-driving, brand-awareness builder of today.
Pinterest attracts consumers looking for inspiration and new ideas. This discovery process very often leads down a purchase path, so brands are eager to be there to spark that initial interest.
Pinterest Marketing fast facts
Convinced that Pinterest is a platform you should look at more closely? If not, these five Pinterest Marketing facts should seal the deal.
It’s worth repeating: Pinterest is all about discovery. And if your brand can be there at the point of discovery, you may very well get to lay out the path to purchase. As the graph below illustrates, Pinterest users are positively pumped to experiment and explore.
Pinterest is growing, period, but did you know it’s surpassing Facebook in terms of member growth with a 54% increase vs Facebook’s 6%? And while Pinterest is showing steady growth in the United States, it has also become an international powerhouse for Pinners.
Pinterest feels like a place to peruse, like shopping in a department store without a clerk trying to give you the hard sell. People sharing and pinning content provides the feeling of an organic, ‘safe’ space to leisurely look and decide what you want to buy. Users feel like they’re in control of their purchase decisions on Pinterest, which makes it the perfect place to advertise.
Social media surveys show that Pinterest users are buying more, and when they do they spend more. For example, a user referred by Pinterest spends an average of $80 compared to Facebook users’ average $40 purchase.
Pinners love curating content. If you were to compare the viral nature of Pins vs Tweets, Twitter has nothing on Pinterest. On average, tweets are re-tweeted 1.4% of the time, whereas 80% of pins are re-pinned. Pinterest’s search function and category algorithms provide the foundation for a pin to be re-pinned.
Why care about repins? Pinterest determines which pins are popular, and thus more likely to show up in search results, by the number of repins. Similar to SEO, if you’re trying to get your pin to show for certain search terms, you have to optimize it to increase the likelihood of being re-pinned.
According to a February 2019 survey by Cowen and Company, 47% of social media users turned to Pinterest to discover and shop for products. That’s more than three times higher than those who used Facebook and over four times higher than those who used Instagram.
If Pinterest Marketing is not yet part of your digital strategy, it’s time to make it so. To help get you started, check out Kenshoo’s recommendations: Five Tips to Nail Your Pinterest Campaign in Five Weeks!
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