What is Pinterest Marketing?
Pinterest was born in March 2010.
Most people think that Pinterest is social media network, it is not. It is a visual discovery engine for people to discover ideas and things that interests and inspires them so they can take action on it. Whether it’s to learn, buy, or make something new there are 175 billion ideas for people to explore!
It also has a search engine built inside like Google. Just like on Google your goal as a business is to have your website rank on the first page of organic search under your select keywords, it is the exact same for your Pinterest business page. In that way you elevate your brand and helps you to connect with new customers.
Who Uses Pinterest?
250 million people each month are now using Pinterest to discover and do what they love. 1.5 million businesses are sharing their content on Pinterest.
Pinterest reaches 83% of all women 25-54 in the US, “Deciders” as we call them. That’s more than Instagram, Snap and Twitter. They’re responsible for 80% of household buying, and they control more than 50% of the wealth in the US.
Half of the millennials (born in 1977 to 1995) use Pinterest every month. Pinterest is the number one destination for 18-34 year-olds who use the platform, outranking all other services and apps. The 75 million millennials in the United States spend an average of $65 billion each year. This makes millennials the largest consumer group in US history. In general, millennials yearn for authenticity, especially when it comes to brands. They want to find businesses that they can relate to and share values with. So it makes sense to learn how to master Pinterest social media marketing.
Pinterest is so vital that they spend 17% more than a millennial who doesn’t use Pinterest.
Of the other social networks, it’s 4th in popularity, behind YouTube, Facebook and Instagram. However, the metric has been slowly climbing.
How do People Use Pinterest?
When people are on Pinterest they use the search engine within Pinterest to explore their interests, learn about new ideas, and to buy. When they find an image or content they love, want, need, or inspires them they save those ideas on a “board” to act on it for later.
People on Pinterest are called “Pinners”. Pinners save your products and content (blog posts) based on their interests so they can read it, make or take action on them later. Some of the most popular topics are food and drink recipes, home decor, DIY crafts, holidays and events, gardening, design, hair and beauty, fashion, health and fitness, pets, weddings, travel, social media marketing, and more!
Pinners Plan Twice as Early Than People on Other Platforms
Pinners are big-time planners. They tend to start searching twice as early as people on other platforms, because Pinterest helps them decide where to shop and what to buy. They use Pinterest to find easy ideas and new twists on the traditional, for both everyday celebrations and major milestones. By reaching Pinners at an early stage of their planning process, you’re able to place your products or services in front of them at a time when they’re more open to possibilities. This is a major benefit of mastering Pinterest social media marketing.
What are The Most Popular Categories on Pinterest?
This statistic gives information on the most popular Pinterest categories according to users in the United States as of February 2017. If your business falls under these categories it should be a no-brainer that you should leverage Pinterest marketing today and learn how to master Pinterest social media marketing.
Why Should You Invest in Pinterest Social Media Marketing?
If your customers and those you want to attract are the Millennials, Moms, and women then you need to be on Pinterest. The largest audience on Pinterest happens to be the Millennial moms. That’s important because they comprise the fastest-growing consumer segment in America and according to Accenture Millennial buyers are projected to spend an annual $1.4 trillion by 2020.
As a matter of fact…
- 93% of the people on Pinterest have used Pinterest to plan for purchases. People are on Pinterest with a buying mindset and they are future oriented.
- 87% have purchased something because of Pinterest.
- Pinterest users shop more often and spend more than any other social network. (Source: Comscore)
- Pinners spend 29% more on retail than those who don’t use Pinterest.
- Pinterest is because Pinterest can help you rank on the first page of Google under your most important keywords. What that means to business people is getting more traffic and a better quality of traffic because they are self-selected, plus it’s free. Imagine if your shop was # 1 on Google when people searched for products and services. That would be pretty cool, wouldn’t it?
- Search engines are on the rise, social is in decline. According to a 2017 report there’s been a major shift in how websites receive their traffic. Search engines (Google and Pinterest) finally had a comeback year and overtook Social as the top traffic driver within our network. 2017 was the year that search made a comeback. Since 2014, search had lagged behind Social in share of visits but regained the lead in 2017, driving 34.8% of site visits in 2017, compared to 25.6% from social.The chart below shows the monthly share of visits for the 13 top Social networks and six Search engines.
Facebook was the major mover in social traffic in 2017. Unfortunately, it’s bad news for them and anyone relying on Facebook to drive traffic for them. As you know there’s no longer such as thing as organic reach on Facebook. You gotta pay folks. Facebook wants you to spend money on ads. Period.
Their share of visits dropped a massive 12.7% between the second half of 2016 and the second half of 2017.
Users are spending less time on Facebook in general.
So if you’re thinking OMG, not another social network, I suggest that you make Pinterest your #1 social network because it is the one most directly tied to commerce.
Facebook in blue in massive decline, while Pinterest in red is on the rise!
Pinterest’s growth is driven by more than 200 million monthly active users who have saved 100 billion pins and growing. All of which drive traffic back to websites. Pinterest gets more than 2 billion searches per month.
Marketers and business owners should continue to invest in search. And with Pinterest being a search engine like Google and showing a significant increase in referral traffic to websites it is a logical place to invest more time and resources to grow your business. Bottom line Pinterest social media marketing makes sense for most businesses.
How is Pinterest Different From Other Social Media Platforms?
What makes Pinterest different from other socials is that users have a buying mindset when they are on the platform. People go on Pinterest with their wish list of stuff they want to buy. You don’t have to force it on them; it’s their natural behavior on this search engine like platform.
It’s not a social network like Facebook, Twitter, Instagram, LinkedIn, Snapchat, and so on. People don’t have conversations on Pinterest.
Every year; Silicon Valley titan Mary Meeker puts together a detailed Internet trends report which provides an in-depth look at Internet growth and consumer behaviors across key marketing touchpoints. The May 2017 report revealed Pinterest is the best place to browse for products to buy, when compared to Facebook, Instagram, Twitter, and Snapchat.
What that means to you is that if you’re not on Pinterest selling your products you are missing out big time.
Why Do Bloggers Do So Well on Pinterest?
Pinterest is not just for businesses who want to sell stuff. Over 14 million articles are being pinned on Pinterest every day. Publishers like BuzzFeed claim that Pinterest is their 2nd source of social traffic.
Blogging is a lot of work. Bloggers are continuously finding the latest tactics to boost their blog traffic.
What if I told you that on Pinterest your blog content continues to work for you long after you’ve pinned? This does not happen on Facebook and Twitter.
You see your content has a shelf life.
Source: Hubspot: http://bit.ly/2dkshNd / B2C http://bit.ly/2dyGZ8A
What I mean by shelf life is that at some point after you save your images, tweet or post, people stop engaging with it. On Pinterest, your pins (& blog posts) continue to work long after you post them which increases your odds of engagement and that could mean more click throughs.
No matter how you look at it Pinterest delivers measurable business results!
Are you ready to launch your business on Pinterest? Contact Anna Bennett at firstname.lastname@example.org for a FREE 15 minute consultation.