Pinterest is often overlooked in the landscape of social media marketing. It is very different from every other social media in its interface since the least amount of emphasis is placed on the text. Compare it to another image sharing platform like Instagram. Images rule the Pinterest homepage and these images are often direct links to websites. 50% of Pinterest users say they’ve made a purchase directly from a promoted pin. Sounds pretty tempting right? Read on to see if Pinterest is the right place for your brand.
Pinterest was the third most popular social media in 2017, behind Facebook and Instagram with just over 25% of all U.S. adults having a profile. However, if you break down those numbers even further, 41% of all women in the U.S. have a Pinterest account compared to only 16% of men. The age distribution of users is evenly split from 18-64. In addition, 60% of all users have families and 90% use the network to decide what to purchase. Looking at these numbers, you’ll notice that it is an extremely niche group, but also an extremely driven group. Users on this platform have made their decision TO buy; now they must know WHAT to buy.
Rich pins are a key part of the content on Pinterest. There are 4 different types of rich pins currently – product pins, recipe pins, article pins, and app pins. The features of rich pins are activated once a user clicks on the picture to enlarge it. Product pins showcase one product with real-time pricing and links back to your website for the user to purchase. A recipe pin will give major ingredients, times, and serving sizes without having to click through. Article pins offer the headline of an article, author, and a preview. Finally, app pins give an install option for users.
Want to try Pinterest in your Social Media plan? Let’s talk!