Things I hear all the time…..
“Pinterest is Dead”
“Pinterest users don’t buy”
“Pinterest won’t work MY kind of business”
“Instagram is where I am going to put all my marketing efforts because it’s the most popular social media platform”
And the list goes on and on.
I spend so much time when talking to potential clients about these misconceptions about Pinterest, that I have decided to write a blog post about them. So here we go.
PINTEREST IS DEAD
NO. How can a platform be dead when it’s now at 300 million users worldwide and that is UP from the 260 million just recently reported late 2018?
IN FACT….the best stat out there is this: Pinterest users are twice as likely to say their time on the platform is well-spent. BAM! Do you hear this very often with Facebook, Twitter or Instagram? I don’t think so.
MORE USER STATS:
Over one third of Pinterest’s current monthly active users are from the U.S (Source)
80% of new users as of 2018 were from outside of the US (Source).
Woman still dominate the platform (they are the deciders) but men are picking up speed. In 2019, 79.5 percent of U.S. Pinterest users were projected to be female. The male audience share was predicted to reach 20.5 percent in 2019, up from 14 percent in 2013 (Source).
1 of 2 Millennials Uses Pinterest Every Month (Source)
The median age of a Pinterest user is 40, however, the majority of active pinners are below 40 (Source).
Users spend an average of 14.2 minutes on each visit (Source). This is an excellent opportunity to get in front of your audience with your engaging content.
PINTEREST USERS DON’T BUY
YES THE DO! People come to Pinterest to decide what to try or buy next. In fact, 89% of people say they use Pinterest for inspiration on recent purchases—that’s some serious marketing potential.
On Pinterest, users plan ideas, visualize their future and strategize about their goals.
- 83% of women on Pinterest use it to plan life moments, compared to 44% for Instagram and 53% for Facebook
- 43% plan on getting their ideal home within the next five years
- 1 in 2 plan on taking a vacation in the next 6 months
Moreover, these Pinterest shoppers invest in what they’re passionate about.
- 52% use their platform to develop their knowledge of great food and drinks.
- 70% use Pinterest to find accessories, watches and jewelry.
- Additionally, another 52% of Pinterest users spent $500 or more on beauty products for over six months (Source).
50% have made a purchase after seeing a Promoted Pin & Promoted Pins are repinned an average of 11 times per advertisement (Source).
Pinners have larger shopping carts: The average order value from Pinterest referral traffic is $58.95, compared to $55 for Facebook, according to Shopify research (Source).
Pinners have more purchasing power than non-Pinners: Active Pinners have a 9% higher average income than non-users, according to Ahalogy. Businesses looking to reach this sought-after demo also get an added benefit for their investment: active Pinners say they spend less time consuming traditional media like magazines, catalogs and television. In other words, you can reach the audience you want for much less than it costs to invest in traditional advertising (Source).
PINTEREST WON’T WORK FOR MY KIND OF BUSINESS
Okay here is the thing..YES Pinterest is not for all businesses BUT it does work for way more than you think. It all depends on how you want to utilize the platform and if your target is actively searching on it (a simple search for keywords about your kind of business in the search field, will help figure this out).
Top Categories on Pinterest as of August 8th, 2019 (inside each category is also loads of ‘interests’ that will narrow in on your business)
- Home Decor:73% of Total Audience
- Education: 67%
- DIY & Crafts: 66%
- Entertainment: 62%
- Art: 57%
- Women’s Fashion: 48%
- Beauty: 47%
- Food & Drink: 44%
- Event Planing: 31%
- Wedding: 29%
- And the list goes on…
Just remember that Pinterest loves content in the form of images and videos, so if your business does not have lots of content because it does not need it to find prospects this way, then this platform is clearly not for you.
Don’t have lots of Content but you know you should be on Pinterest? Don’t fret, there are still many ways to make it work. Users of Pinterest want to see ALL KINDS of content from all kinds of businesses & users, not just yours. This allows you to share various articles, videos and images that you did not create but will still drive eyes to your profile and to your website.
Note: Content is really valuable and you should carve out time to figure out ways to keep on creating it for your business. Fun Idea: it could even come from your customers after they have used your product or service.
MY PRODUCT IS NOT ONLINE SO PINTEREST WON’T WORK FOR ME
Not true! Once again see the point above about what businesses should be on there. If you are a fit then LOCAL PINTEREST MARKETING is 100% a tactic that works! Who does not love FREE TRAFFIC that works for you over time?
So what does this mean? Well with some simple SEO (Search Engine Optimization) tricks like Keywords, you local prospects will start to find you when they visit their favourite search engine.
- Include your location in your Pinterest Profile
- Include it in your Board Title & Description
- Create a customer board with your products or before and afters
- Create a local favourites board. This will help people to discover you when they are looking for something else in your area
- Create helpful content that your audience are looking for
- Use those Keywords mentioned above in Pin Descriptions as well
- Use Promoted Pins which allows you to pick a geographic location
- Collaborate with other local businesses. Share their content on Pinterest and in return they share yours.
The above is just some of the things you can do to be found in local searches on the web.
INSTAGRAM IS WHERE I’M GOING TO PUT ALL MY MARKETING EFFORTS BECAUSE IT’S THE MOST POPULAR SOCIAL MEDIA PLATFORM
The stats are there, Instagram is extremely popular BUT that comes with it’s own issues. A new report finds Instagram Engagement Rates are in Decline due to the large amount of competition and Facebook (aka Instagram) moving towards more of a “pay to play” structure so that you get seen.
Pinterest is different! 78% of people on Pinterest say content from brands is useful—much higher than on other platforms (source). And yes you can pay to have more targeted content (really great for local marketing) but you will still get seen and drive traffic to your website with zero $ passed to Pinterest. Organic marketing on Pinterest if done right will do the job (I can help you navigate this with my Pinterest Marketing Services).
Another advantage that Pinterest has that Instagram does not? Is that it’s images from the platform appear in Google Image Search.
Google Image Search counted for 22,6% of all search done on the Internet in the USA:
- 5x times more than YouTube;
- 10X times more than Amazon or Bing;
- Almost 20X times more than Facebook (Source)
When was the last time you “Searched” for an Image on Instagram for research, that you clicked on to get more information on? Probably never.
Added bonus… Pinterest-based images dominate Google’s results. When brands publish their content on the platform, be aware that there’s a good chance non-users will see those images, too.
In the end, Pinterest users are engaged, they are shopping and they want to see content from your business. So what are you waiting for? Drop Killer Diller Social A Line Today to find out how I can help you with your Pinterest Marketing Strategy.
thanks for publish