What is Pinterest?
Pinterest is like an online pinboard. At home, you might have a cork board, magnetic whiteboards – whatever – and on that board, you “pin” things that catch your eye.
Some inspire you. Some amuse you. Some remind you of something. Some might be a clipping of a special price, or a new product or service that might help you.
Pinterest is the online version of your home pinboard. There are some unique advantages, especially for marketers.
The first is that people can and will “share” your pins if they find them useful and interesting. They will “repin” them, capturing from your board and sharing them on their board. Hey Presto! A whole new audience for your online business, product or service.
The second advantage is that people can buy right from Pinterest with “Buyable Pins”.
Recent research shows that 93% of Pinterest visitors use Pinterest to plan purchases. 87% of “Pinners” have purchased something because of Pinterest.
Even if you don’t have the Buyable Pin facility (currently only in the US) Pinterest remains an exciting way to spread the word about your online business.
People who come to an online store via Pinterest sharing are 10% more likely to buy. Pinterest referrals spend 70% more money that people referred from non-social channels.
You might think Facebook is the king or queen of online and social marketing. That depends. If you actually want to sell something, go to Pinterest. Pins drive more buying traffic than any other social traffi. Pins are referred overall about 3.5% of the time. That’s actually a lot. Facebook trails well behind at 0.15%. Even YouTube is only 1.05%.
The great majority of Pinterest users are women, up to 94% by some statistics. This means some topics immediately recommend themselves: fashion, design, recipes, home decor, hobbies and crafts. Also inspiration, education, holidays, travel and childens’ products.
Many of the women who are online use Pinterest, some suggest up to 43% of the women who go online use Pinterest regularly. They are predominantly urban, and range across all age groups. When surveyed, 81% said they trusted Pinterest, 73% Twitter and only 67% said they would trust a recommendation via Facebook.
People spend a lot of time exploring Pinterest, much more than other social media sites. The average is 89 minutes on Pinterest. Compare that to 21 minutes on Twitter, or 17 minutes on, say, LinkedIn.
32% of Pinterest users have college degrees, and 64% have incomes over $50,000 per year. That’s a good buyer’s demographic, with lots of disposable income. 50% have children.
Pinterest is responsible for 17% of the money spent via social media. That’s a lot, considering it is a smaller site than Facebook or Twitter. People visiting Pinterest like to buy. They like to see actual prices of products and services. Pins with prices get 37% more likes than Pins without prices.
69% of online consumers who visited Pinterest found a product, service or recommendation which lead they to actually buy. That’s much higher than the equivalent Facebook statistic which is around 40%, and Pinterest visitors spent around twice as much as similar visitors to Facebook.
There are 10 times more “repins” on Pinterest via the “Pin It!” button, than those who “Tweet This” on Twitter.
Pinterest is the place to be for brand recognition. Pinterest is great at capturing new customers and keeping them. Look over the series of numbers above and think about ho well your online business could do with some Pinterest exposure.