A lot of businesses don’t currently include or prioritize Pinterest as part of their marketing strategy, and that could be a big mistake.
Why do businesses need Pinterest? Because Pinterest offers brands the chance to reach customers as they’re in the process of making purchase decisions. In fact, most Pinterest users are actively looking for brands to buy from.
More than 2 billion idea searches are done on Pinterest every month. Your customers are there… looking for products. And if you’re not there to meet them, they will buy from someone else.
And while Facebook, Snapchat, and Instagram might be the most popular social channels for business, Pinterest should not be overlooked. It very well might be the most profitable for your brand!
Plus Pinterest is still largely an untapped market. Many key players are just beginning to incorporate Pinterest-first strategies, which gives business like yours a unique opportunity to get out ahead of the competition.
Still not convinced? Keep reading for 9 reasons why businesses need Pinterest.
9 Reasons Businesses Need Pinterest
1. Pinterest Can Reach Your Target Audience:
With more than 250 million users and growing, Pinterest can help you reach in-demand audiences.
67% of Pinners are under the age of 40. The majority of pinners are women (who also incidentally make the majority of household buying decisions).
And these women have money to spend! 35% of the women aged 34-55 on Pinterest have a household income over $100K.
Men are also starting to jump on the Pinterest bandwagon. In fact the largest demographic increase this past year was monthly male users.
The image-driven social media channel boasts over 50 billion pins, 1 billion boards, and 75 billion ideas.
Every day, nearly 2 million people save product-related pins to their personal boards.
Bottom line, your customers are here…waiting for you to reach them.
2. Pinners Are Open To Marketing:
Two-thirds of the content saved to Pinterest comes from businesses, and that isn’t just coincidence.
According to research from Ahalogy, Pinners are eager to connect with brands. When asked who they would rather follow, their favorite brand/store or favorite celebrity, 83% of people said they would prefer to follow brands.
This is HUGE for businesses. Pinners are not turned off by product marketing, in fact it’s just the opposite.
They are actively looking to find products to fit their needs, solve a problem, or bring an idea to life
3. Pinterest Users Are Ready To Buy:
Pinterest users are engaged, loyal advocates. And that isn’t limited to just browsing. A large majority of pinners use the platform to decide what to buy.
According to research released by Millward Brown, a whopping 87% of Pinners have purchased a product because of Pinterest. They also found that 93% of Pinners have used Pinterest to plan a future purchase.
In addition, over 60% say they’ve discovered new brands or products from promoted pins. And pinners spend 29% more on retail purchases than people who aren’t on Pinterest.
4. Pinterest Drives More Traffic To Shopping Sites:
Pinterest drives 33% more traffic than Facebook, proportionately. And Pinterest users click through to shopping sites more than Facebook, Snapchat or Twitter users.
This means that businesses with click-worthy content on Pinterest have a better shot at driving conversions and other desired actions on their website.
2* T2GfK, Path to purchase study with weekly Pinners, Dec 2017
5. Pinners Spend More:
55% of US online shoppers pick Pinterest as their favorite social media platform! Pinterest leads to 40% bigger baskets and faster conversions.
And according to Ahalogy, Active Pinners have a 9% higher average income than non-users.
6. Pinterest Has A High ROI:
Studies show Pinterest advertising outperforms other channels. For every $100 spent on Pinterest, brands earned $60 more in profits than from other measured channels.
The same study showed that Pinterest advertisers gained $2 in profit for every $1 spent on Pinterest advertising.
For example, Babylist, a baby registry app, increased their revenue by 40% and account signups by 70% in one year with Pinterest.
As an added bonus, active Pinners say they spend less time consuming traditional media like magazines, catalogs and television. In other words, you can reach the audience you want for much less than it costs to invest in traditional advertising.
7. Pinterest Boosts Brand Awareness and Performance:
66% of Pinners say they use the service to save and collect things that inspire them. By mixing aspirational and actionable Pins, you’re giving people creative ideas about your product that help them plan for what’s next.
Pinterest can also drive brand performance. The platform is a great way to teach your customers how to use your product in a new or better way, boosting your product’s desirability.
Unlike a boring product manual, Pinterest gives you the opportunity to offer product training, ideas, and hacks in a fun visual format customers respond to.
8. Pinterest Can Help You Spot Trends:
Pinterest can give you powerful signals into emerging trends and popular products in a given industry. And Pinterest search serves up popular keywords and trending products in real time.
When you use Promoted Pins, you can also track which products are in style or might be losing traction in the market.
This info can help your business improve its line of products and services.
9. Pins Have A Long Shelf Life:
Optimized pins with quality images and properly key-worded descriptions will get found. And the beauty of Pinterest is that pins remain in a state of constant discoverability.
So over time your pins can build even better search rankings and potentially go viral.
A single pin can be viewed literally millions of times, without paid advertising or a huge following. We know because we’ve experience it first hand!
Pinterest content has a half-life of 151,200 minutes. Compare that to Twitter where the average half-life of a tweet is a mere 24 seconds, or a Facebook post with an half-life of 90 minutes.
This is a platform with real staying power. You get more bang for your buck with a pin than a tweet or Facebook post that immediately disappears down a user’s feed.
No matter what product or service you offer, chances are your audience is looking for it on Pinterest.
There are over 2 billion idea searches on Pinterest every month AND 97% of them are unbranded.
What does that mean for your business? It means you have a unique opportunity to win consumers at a crucial stage of their purchasing journey, ahead of your competition.
Let us help you set-up or manage your Pinterest business account and put the power of this visual search platform to work for you.
