I don’t need to convince you about the power of social media when it comes to marketing. I’m almost certain that by this point, your brand already has a presence on Facebook, Twitter, and LinkedIn at the very least.
But you probably aren’t on Pinterest – although you really should be.
What is Pinterest?
Launched in 2010, Pinterest is one of the newer kids on the social media block.
It’s a social network that allows users – or ‘pinners’ – to share and discover new interests by posting ‘pins’ that are essentially large images or videos. That process is known as 'pinning'.
Users can pin on their own boards or on the boards of others (boards are traditionally a collection of pins that revolve around a common theme). This makes it easy for others users to search for products, images, videos, recipes, and whatever else somebody might pin.
Now that we know what Pinterest is, here’s why you need to make it part of your marketing strategy.
1. Pinterest is Huge
Pinterest may be relatively young in comparison to Facebook or Twitter, but its user base is anything but underdeveloped.
In fact, Pinterest currently boasts over 100 million active users, making it a crowded pool of potential customers for pretty much any brand.
2. Pinterest Refers (A Lot) of Traffic
Pinterest refers 5% of the world’s referral traffic, which is a statistic that only Facebook can beat.
What that basically means is that Pinterest is full of users who love to leave the confines of Pinterest in order to discover new products and brands. So, what’s to stop them from wanting to explore whatever it is that you have to offer?
3. Pinners Buy Stuff
As well as being very open to leaving Pinterest, pinners don’t mind spending money once they land on other websites, either.
According to research carried out by Millward Brown, an impressive 87% of Pinners have purchased a product because of Pinterest. They also discovered that 93% of Pinners have used Pinterest to plan future purchases.
4. Pinners Buy Expensive Stuff
Sure, pinners don’t mind buying stuff. But are they big spenders when it comes to clicking the ‘Checkout’ button?
The answer is a resounding yes.
According to Shopify research, the average order value from Pinterest referral traffic is $58.95, which beats Facebook's average of $55.
5. Pinners Like Marketing
The average consumer dislikes the process of being sold to. Pinners on the other hand, love it.
According to research from Ahalogy, 83% of Pinners said they would prefer to follow the their favourite brand over their favourite celebrity. This preference was true in a lot of retail categories, too: 73% of people said they would rather follow their favorite brand of beauty products than their favorite makeup artist.
This all indicates that Pinners are eager to connect with brands before anything else.
6. Pinners Use Pinterest In-Store
Pinterest isn’t just good for online sales, because Pinners are highly active offline, too.
In fact, 67% of Pinners consult Pins on their mobile devices while shopping in stores according to a study carried out by
Ready, Set, Pin
If the statistics above haven’t convinced you to get your brand a presence on Pinterest today, then perhaps you aren’t as serious about marketing as you thought you were.
Is your brand already on Pinterest? Let us know how your Pinterest marketing campaigns are coming along in the comments section below!
About the Author
Kaya Ismail is a wordsmith and founder of Employ the Internet. He is a seasoned content marketer with a love for video games and coffee.