Marketing on Pinterest Could Help You Unlock Hidden Marketing Potential
When you think of social media platforms, what is the first one that comes to mind? For many, their first thought is Facebook, Instagram or Twitter. However, in Prophet’s Brand Relevance Index 2019, only one social media platform makes the top 10, and it isn’t any of the ones we just mentioned. Surprisingly, it’s Pinterest!
Pinterest is an underutilized social platform that can drive sales for your business and be an important tool in your digital marketing arsenal. Let’s explore how you can use Pinterest to its full advantage for your business, who uses the platform, and what kind of content you’ll find on it.
Who uses Pinterest?
Pinterest has 335 million users worldwide, and roughly 88 million users in the U.S. alone. Comparatively, Facebook has 2.5 billion users worldwide, and roughly 221 million in the U.S. Pinterest is the third largest social network in the U.S., and international Pinterest users are growing even more rapidly. In fact, more than half of Pinterest users live outside the United States.
Despite the difference in numbers of users, Pinterest is in a class of its own. The platform gets you in front of a very specific audience in ways Facebook simply does not due to its already highly-specific user demographics.
If you could describe the majority of Pinterest users in one word, it would be “moms”! Two-thirds of Pinterest’s user base are women ages 18 to 64, and 80 percent of U.S. women with children use this social media platform.
Users from high-income households with college educations are twice as likely to use Pinterest than lower-income households with a high school diploma. Fifty percent of Millennials, ages 24 to 39, log in at least monthly to Pinterest, and most use the mobile app. Men make up about 20 percent of Pinterest’s audience.
Sound like an audience you’d like to get in front of? Then Pinterest might be the lynchpin in your small business digital marketing strategy.
What content is on Pinterest?
Unlike other social platforms, Pinterest is more of a search engine than for social networking. Pinterest positions itself as a platform people use “for all the important moments in their life.” The proof is in the data. Sixty-four percent of Pinterest users report they use the platform as a place to find new ideas. With more than 2 billion pins on more topics than you could think of–including things like graduation parties and car-buying–there’s a niche for every product, idea, or business.
Pinterest is the perfect source for new product information and DIY projects. In fact, 98 percent of Pinterest users report trying new things they find on Pinterest. Additionally, 83 percent of users report making a purchase after seeing content from brands on Pinterest. This creates an open door for your business to turn interactions with your target audience into a profit.
What’s with the Verified Merchant Program on Pinterest?
You can use Pinterest to get your business in front of a potential customer’s eyes at the very beginning of their customer journey. Pinterest is an opportunity for you to show your products to customers before they start their next project or life event. The platform’s Verified Merchant Program provides resources to help customers find your business.
The Verified Merchant Program is similar to shopping features on other platforms like Facebook and Instagram. This program is free to join and designed to help shoppers discover and buy products from vetted brands. Verified Merchants can upload their whole catalog of products to Pinterest with a special shop page. Products from Verified Merchants also appear in a user’s shopping experiences to get your products in front of their eyes. Accepted brands get an exclusive blue check badge and early access to the Conversion Insights tool that allows you to measure the total sales impact of paid and organic pins.
Now is the perfect time to get started on Pinterest! The door is open, and customers are waiting to discover your brand. Our expert team can help you create a digital marketing strategy to advertise on Pinterest and boost your sales. Let’s chat today about how you can get started.