When people think about social media marketing, many brands will instantly go to the elite players like the market leaders Facebook and Instagram. Yet as Pinterest reaches its 10th birthday this year, they aren’t a company to be set aside. Pinterest is no longer just your go-to arts & crafts or dream wedding online scrapbook – it’s more relevant than many users realise. Even with its youth, compared to Facebook and Instagram, with approximately 2 billion internet users on social networks sites, over 250 million of these are active on Pinterest.
For those few that don’t know…
Pinterest is basically a productivity tool for planning. Users collect pictures and save them into collections called “boards”. By being a beautiful and intuitive pinboard-style platform that inspires users, they are constantly attracting more and more people. Therefore the other sizeable tech companies are keeping a close watch on them. Especially with numbers being far higher than other sites of users saying that content from brands was useful. Which is a lot more than Facebook can say with the vast numbers of videos we see every day.
So should more brands be experimenting with adding to or advertising on Pinterest?
Pinterest operates in a completely different way to other platforms. Users use the network to ‘pin’ ideas or products they are fond of to come back to at a later time. Many of these users will then go back to purchase the products they have pinned. Pinterest has made it even easier by adding “Buy” buttons right on pins of products sold by some retailers. Therefore making Pinterest a valuable tool for businesses that sells products. The users are specifically seeking out ideas about new products to buy. Products that have rated highly tend to be fashion labels, food and home decor industries. Overall, 93% of users plan purchases with Pinterest, and 87% actually make a purchase because of something they saw on the platform. In most cases, this is with a brand they are unfamiliar with. This gives your brand a unique opportunity to shape their purchasing decisions.
Types of Pinterest Ads
- Promoted pins
They appear in the home feed and search results just like a regular Pin except that they’re boosted and targeted to deliver way more reach. Users can share them, pin them or comment.
- One-tap pins
The Pinterest one-tap system means that when a user taps or clicks your ad, they’re taken straight to your landing page.
- Buyable pins
Buyable Pins are designed to be shop-able. Also known as Shop the Look, these Pins allow Pinners to find and buy products directly from your Pin. Items in the images are tagged with white dots that can be tapped or clicked on to display the product information.
- Promoted carousels
Featuring two to five images that pinners can swipe through. Each image can feature a different title and description, or even landing page.
- Promoted video pins
Very similar to promoted pins, only instead of a static image its an autoplay video.
- Promoted app pins
Ability to download your mobile app directly from Pinterest. As 80% of Pinterest audience traffic is through mobile devices already this is a good fit for purpose.
Is it right for your audience?
It’s probably no surprise to you that Pinterest has way more female users than male, with 81% of their total user base being female. New signups are more popular with female users and women tend to account for most pins. Though when it comes to pinning food & drink and technology, the men are leaders.
The median age of a Pinterest user is 40, however, the majority of active pinners are below 40. Though that being said, as popular Instagram is, millennials are said to use Pinterest as much as Instagram.
On another note, it’s been found Pinterest users tend to have a higher income – with 10% of Pinterest users in the US making more than $125K per year and 40% of users having a household income of more than $100k. Meaning it could be the perfect place to target affluent females to your brand.
Overall it goes without saying that your own results will vary depending on a vast majority of factors; what your selling, your target audience, and how you approach Pinterest advertising.
Want to try it? Give our social team a shout today to discuss your potential on the platform.