Pinterest marketing: The latest must-know stats

Posted by , 13/02/13

pinterest markeing“What, you’re not on Pinterest?” “If you were on Pinterest, you wouldn’t have to ask me that”. “How Pinteresting!” The chances are that you’ve heard one or more of these quips lately, for Pinterest is gaining huge traction and there are no signs of its popularity waning anytime soon.

 

With around 48 million users, an increase of 39 million users over a year, it’s little wonder that Pinterest is building the foundations to monetise with an advertising model. If you’re still getting to grips with Pinterest and its marketing potential, have a look at this infographic by Wishpond which reveals how people interact with the free photo-sharing site.

 

Key stat 1.

Far and away the most revealing of these stats, for me, is the way in which Pinterest impacts on purchase decisions. Despite spending significantly less time engaging with Pinterest than Facebook (a paltry 98 minutes per month compared to seven hours, respectively), Pinterest appears to have a profound effect on its community’s purchase behaviour. A whopping 69% of Pinterest users have found an item that they’ve either bought or wanted to buy on Pinterest, compared to just 40% on Facebook. What’s more, Pinterest referrals go on to spend on average 70% more money than visitors referred from non-social channels.

What it means for brands

Brands now more than ever need to have a presence on Pinterest, and particularly those with products to communicate visually. The Pinterest community is geared up to go on and purchase, so businesses need to inspire them to do so. If a business is less image-oriented, it’s time to get creative with infographics on sector stats or how-to guides.

 

Key stat 2.

Of 17 million brand engagements that occurred on Pinterest, only 15% of these took place at a brand’s own boards. This clearly means that 85% of brand engagements happened elsewhere on the virtual scrapbook.

What it means for brands

Frustratingly, no matter how good a brand’s own board is, all the pimping, preening and pinning in the world won’t ensure that consumers engage with it. Instead, brands should balance the resources they spend on their own boards and professional content creation, to ensure that they provide images that people will be proud to re-pin themselves.

 

Key stat 3.

People love doing their own pinning on Pinterest – in fact, Pinners spend 83.9% of their time pinning, compared to 15.5% liking and just 0.6% commenting.

What it means for brands

Marketers need to approach Pinterest differently to say their blog, Twitter or Facebook pages, all channels which should aim to stimulate interactions and comments and foster long-term conversations. Pinners are far more interested in instant visual gratification and sharing the images that inspire them, so feed their imaginations with wonderful photos.

 

Key stat 4.

Some 43% of people are happy to associate with retailers or brands on Pinterest as opposed to 24% on Facebook.

What it means for brands

Of course, this is promising for brands and suggests that they should think about devoting more time and resource to Pinterest marketing. Yet the onus is now on marketers to create more compelling and creative ways to interact with consumers than ever. Pinners are less likely to participate in competitions and promotions on Pinterest, so the tried-and-tested approaches to social marketing will require a rethink.

 

Has your brand managed to engage with Pinterest users yet? We’re very keen to hear from those that have, or are thinking about, using Pinterest for businesses…please share your experiences below.

 

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