Data published in Pinterest's recent investor earnings report shows that Pinterest had a total of 433 million monthly active users around the world in July 2022. These figures suggest that 7.0% of all people aged 13 and above around the world use Pinterest today.
Pinterest is not just a platform to browse through gorgeous Wedding imagery, food porn or top-5-powerful-reasons-you-should-be-using-pinterest-for-marketinghome decor ideas. Many brands on Pinterest are already tapping into its huge potential for marketing and growth.
From creating engaging community-focused boards, sharing inspirational content, and optimizing Pins for driving sales and traffic, Pinterest is an incredibly powerful asset to your marketing strategy. Here's the top 5 reasons why...
Pinterest Is Now the Second Largest Driver of Website Traffic (second only to Facebook)
Unlike social media platforms (Pinterest is a search engine), Pinterest drives traffic directly from pins to your website. With a reduced number of steps from discovery to conversion, Pinterest makes it easy for people to get straight to the source. Consider the amount of visitors you can drive to your website by promoting imagery of your products, repurposed content from your blog posts or repurposed social media content. Pinterest is 80% more viral and 3x more effective at generating leads than Twitter.
Content Lives Forever on Pinterest
Have you ever considered the life span of your content across platforms? Here's a look at the stats:
TikTok Instant Decay
Twitter 15-18 minutes
Facebook 6 hours
LinkedIn 24 hours
Instagram 48 hours
YouTube About 20 days
Pinterest 6 months - 1 year
Pinterest pins are basically immortal. They could show up in a users feed weeks, months or even years after you originally post them if they're relevant to a user's search. That is invaluable evergreen content in front of your audiences eyes without you having to do anything. Pinterest gives its users multiple opportunities to find content and doesn't remove it after a certain amount of time, so those opportunities are what increase the lifetime value of pins.
Pinterests Convert Browsers into Buyers
Pinners are looking to shop. According to the company’s Feed Optimization Playbook, people who use Pinterest weekly are 40% more likely to say they love shopping and 75% more likely to say they’re always shopping. Visitors from Pinterest are more likely to convert into leads or sales faster than from other social media sources. To be specific, Pinterest drives 3.8 times more sales than other platforms and 90% of weekly Pinners make purchase decisions on Pinterest. You are much more likely to convert the audience to customers with great visual content that links directly back to your product or service because Pinterest reduces the number of steps in the buyers journey. It easily enables you to convert leads into sales at a fast rate.
User Engagement Is Super High
I am a Pinterest addict, it's a fact. But the great thing is, so many people are!
“Unlike many social sites, where the game is to get followers, Pinterest users seem very content to simply find stuff and share it with small groups. Pinterest users are keenly interested in what’s hot and what’s cool – a behavior that translates well into the kind of influencer marketers desire to attract.”
It is a Positive Platform
This is undoubtedly my favourite aspect of Pinterest - it is a positive platform. In fact, 8 in 10 Pinterest users say the platform makes them feel positive. Pinterest is way ahead of other social media platforms when it comes to positivity , with a Pinterest August 2020 report announcing that as many as 50% of UK users call it “an online oasis.” Other social media networks can be know to spread misinformation, encourage toxicity and can overall make you feel down about yourself or the world. With the introduction of their Creator Code in 2021, Pinterest aims to upkeep the platform's reputation as a beacon of hope amongst rough waters. So why is Pinterest's positivity good for your marketing strategy? It is a feel good platform. The users on it are happy, empowered, inspired, they feel safe and well informed, meaning they are more likely to proceed on their customer journey. Positivity has a knack for increasing engagement and sales.
So now you know the facts, if you're not already on Pinterest, you absolutely need to be. Want some help? I offer a Pinterest Set-Up Service as well as a consistent Pinterest Management package. Find out more on my offerings page.
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Laura Mackenzie
Creative Virtual Assistant at Kelp Collective