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Today we are talking about Pinterest. If you are not on Pinterest and you aren’t sure why you should utilize Pinterest for your business then you came to the right place. There are so many people that are not on Pinterest and don’t understand why they should be. They assume people are just on Pinterest to look for food recipes and home decor.
If you are not on Pinterest then you are missing out on a lot of traffic. In simple terms, Pinterest is google but with pictures. It is your visual search engine. In fact, it is the top search engine after Google and YouTube (which is owned by Google). Pinterest has quietly grown to be a significant contender in the search area and one of the internets most important shopping platforms. 55% of US online shoppers list Pinterest as their favorite social media network.
Pinterest is typically lumped in with other social media networks but it is not actually a social media network. Consumers think it is but if you are using it for business then you need to know the difference. It’s a visual search engine. You won’t interact with your community like you do on Facebook, Twitter or Instagram. You will use Pinterest like you do google, with important keywords so you come up in searches.
If you sell a product and you aren’t on Pinterest then it is time for you to get on there. There are 200 million people using Pinterest each month. That is a 40% increase in traffic from just last year. Of those 200 million people, 80% of them are using it on their phone or some type of mobile device.
Fifty percent of the 200 million are international, so 50% of the people are from the US and 50% of the people using Pinterest are outside the US. A surprising statistic for you may be that 50% of new sign-ups are men! It is not just a platform for women as most people assume. With that said, 70% of the population on Pinterest is women and men make up the other 30%.
Among those women who use Pinterest, 66% are between the ages of 25 and 54. If your target market is any women between the ages of 25 and 54 then you definitely need to get on Pinterest and take advantage of the traffic you can receive from it. If your target market is millennials then you need to know that 50% of millennials use Pinterest. That’s right, 1 out of 2 millennials use Pinterest each month.
If your target market is moms or kids then your target market is also on Pinterest as 60% of Pinterest households have children 5 or under. These moms are looking for clothes, food, party ideas etc for themselves and their children.
If you sell a product or service to high-income families well then your crowd is on here too. Forty percent of the Pinterest users have a household income of $100k or more.
Let’s talk about how a Pinterest user discovers new items. 61% of pinners have said they have discovered new brands or products from promoted pins. These are pins that you pay to have promoted. These are not organic searches. 1 out of 2 people who have seen a promoted pin have gone ahead and made the purchase. That’s FIFTY PERCENT!! That is a huge statistic and not something that should be ignored.
Let’s talk stats within certain industries:
39% of Pinterest users are more likely to be active retail shoppers.
Pinterest users have spent 29% more on retail than non-Pinterest users.
18% of Pinterest users are more likely to buy a car than people not on Pinterest
70% of women pinners use Pinterest at least once a week to save a fashion idea.
30% of pinners have spent more on fashion than people not on Pinterest.
Pinners comprise 33.5% of people who have purchased groceries in the last 30 days
Pinterest households spend 5% more on groceries than the national average
40% of people that have bought home decor in the last 6 months are Pinterest users.
Pinners spend 27% more on home decor than non-pinners.
People on Pinterest are twice as likely to say their time is well spent on that platform versus other platforms. So again people who use it for personal use consider it a social media platform so they are comparing it to other social media platforms. 61% of Pinners say that they find ideas that help them be their best selves…so whether that be fitness ideas, healthy recipes, business information, meditation etc. Whatever someone thinks they can do to better themselves.
Let’s talk about age groups for a minute. Millennials are the largest users of Pinterest. Most people assume it is moms looking for stuff for their kids or recipes or stuff for their house but it’s not. It is the millennial woman (which by the way definitely includes moms but it’s not exclusive). The next largest group is 30-49 years old which is a pretty large age range.
I already mentioned that women dominate Pinterest but as I mentioned earlier 50% of new sign-ups are men. If you target men don’t discount Pinterest as a platform to use. Men are gaining in popularity.
Pinterest users are also educated. 34% of pinners have some college education while another 34% have more than a basic college education.
Another benefit to using Pinterest is that they are global. It’s an easy way for you to reach people across your country and internationally. Anyone in the world who uses Pinterest will be able to find your products or services.
People pin A LOT. Every day 2 million people pin resulting in a total of 100 billion pins currently living on Pinterest and a majority are on mobile. Pinning spikes around noon and goes up throughout the day. The most active time for pinners is 11:00 pm with just over 6% of pins being pinned at that time. What does this tell you? People get bored at work around noon and jump on Pinterest. People laying in bed or wanting to wind down for the day jump on Pinterest at 11:00 pm. When pinners are on Pinterest they spend an average of just a little over a half hour on the site.
There are already 1 million businesses using Pinterest to reach their customers. They have realized the power and reach of Pinterest so most pins are from businesses. 5% of referral traffic comes from Pinterest. That is the second highest referral traffic site behind Facebook.
Since most people are on Pinterest to shop or get new ideas it totally makes sense that most pins are from businesses. Pinners are more open to being sold to. Since people are more open to being sold to, ads do really well on Pinterest. People use Pinterest to plan their purchases and discover new brands so when they see an ad they pay attention. Promoted pins drive sales. After all, Pinterest is the #1 shopping platform among millennials. The awesome thing is that you don’t just need to use images, you can use video too to draw people to your site. This is a newer feature so there aren’t a ton of people using it yet so take advantage.
Now that you know all this great information, you know it’s time to be on Pinterest. Give people a reason to click on your pins and go to your website. Test Pinterest out and see how it does for you. You need to give it a few months as it takes time for Pinterest to grow and gain traction. Make sure you have a strategy in place on how you want to use Pinterest and what you want it to accomplish for you. Not sure how to set a strategy? Jump over to my website: annapaszkiet.com and set up a 15-minute call with me. If it seems like a right fit we can set up a Pinterest audit for you where I can help you get your Pinterest set up correctly and put a strategy in place to benefit your business.
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