Pinterest has only been around for a few years, since 2010 in fact, but already it is a large part of people’s social media campaigns. Lately, some of our clients have asked us about Pinterest and whether they should include this platform in their campaigns.
So we thought it might be a good idea to take a look at the types of businesses that can profit from including Pinterest in their social media campaigns.
Businesses that best suit Pinterest
With more than 13 million unique users on Pinterest, this is definitely a platform worth considering for your business.
- Research has shown that 80% of Pinterest users are female and that regardless of gender, pinners are more than 5 times as likely to use their smartphone to pin images than with any other device.
- What this means is that if your target audience is mostly female then Pinterest might be a great platform for you, however with 20% of users being male, if you target men – 20% of 13 million users is not an audience to be ignored.
- The lynchpin is that Pinterest is all about images, so you must have images that can be pinned to image boards and shared on Pinterest. So this platform is heavily used by beauty and fitness niches, home and garden niches, food and drink niches, as well being very popular for its shopping content.
- If you are in any of these businesses, then it might be worthwhile leveraging this platform to promote your products. Social media is all about sharing content online and since this is the focus of Pinterest, if your business uses rich content images, then this might be a match made in heaven.
- When you compare Pinterest to other social media channels, you find that Pinterest users are more likely to purchase products from their most shared categories. This means that the more often your Pinterest images are shared, the greater your sales.
- For example, in the Face and Body care category on Pinterest, people who repin these images are 33% more likely to convert to buyers, than other social users. Pinterest doesn’t even have any direct path to making a purchase, so far there are no ‘buy now’ buttons on Pinterest. So these conversions are highly engaged and motivated users.
Since this is a fairly new platform, it is easy to image how any new Pinterest services, such as adding ‘buy now’ buttons in the future, may make this one of the fasted growing and best converting social media platforms for a whole host of businesses.