It is very easy to find a conversation about the marketing value of Pinterest, the visual network, or as they Buy Instagram Views for Instagram. In many of these conversations, someone represents the opinion that Pinterest has little to no value for marketing and someone else represents the view that Pinterest is critical to effective marketing. Before you decide to include or exclude Pinterest, there are new insights that might affect your decision.
Pinning down the number of Pinterest users is challenging. An article published in Forbes magazine in June of 2014 reported that according to Ahalogy’s (Pinterest’s marketing firm) data, Pinterest had about 53 monthly active users in the U.S. (http://www.forbes.com/sites/jeffbercovici/2014/06/24/still-more-data-shows-pinterest-passing-twitter-in-popularity/) Of course, as a privately held company, Pinterest is not required to publish membership data. This estimate appears to reflect the most recent estimate of users.
Here are some reliable numbers from the just-released Pew Research Center ‘s Social Media Report:
- 13% of online men use Pinterest (these numbers have doubled in recent months).
- 52% of users visit less than once each week.
Pinterest is typically used by consumers for “shopping inspiration.” Users of the site browse for new products and ideas before making purchases. While browsing, they review product/service information, compare photos of similar products, research opinions of friends and family members and colleagues. Pinterest began with a predominantly female audience, yet the number of male users has been climbing steadily. In fact, the number of male users doubled in recent months.
Here are some demographic insights into the Pinterest membership:
- The percentage of online adult women that use Pinterest increased from 33% in 2013 to 42% in 2014.
- The percentage of online adult men that use Pinterest increased from 8% in 2013 to 13% in 2014.
- The number of white, non-Hispanic users increased from 21% of online non-Hispanic adults in 2013 to 32% in 2014. This is a very significant increase.
- The number of Hispanic users increased from 18% on online Hispanic adults in 2013 to 21% in 2014.
- However, of online black non-Hispanic adults, users dropped from 20% in 2013 to 12% in 2014.
- The just-released Pew Social Media study documented modest growth among 18 – 29-year-olds and 30 – 49-year-olds. Significant growth was documented among Internet users aged 50 – 64 (from 14% to 27%), and those aged 65 and over (from 9% to 17%).
- The percentage of Internet users living in rural areas jumped from 17% in 2013 to 30% in 2014.
Pinterest currently drives more referral shopping traffic than any other social media platform. Pinterest is the number two source of all social media traffic for Buzzfeed.
- Do not underestimate the value of Pinterest marketing for any business.
- Make all content shared on Pinterest interesting by using images people will be eager to pin or re-pin.
- Include many types of images, photos, and videos.
- Use your focus keywords in descriptions and captions for images.
- Be creative in showing your products and/or services on Pinterest.
- Show how your products are used in an appropriate context.
- Remember that people might be seeing older pins, and set up redirects for any items you have stopped selling or making.
- Don’t be afraid to think creatively when developing your board strategy.
- Regardless of the type of products and/or services you pin, make the images and the boards as visual interest and compelling as possible.