The place to go to become inspired by all things artistic, Pinterest fuels the interests and hobbies of its users. The popularity for this site is growing dramatically, but yet it remains an untapped gold mine for many businesses.
The aspirational platform has the opportunity to become a creative tool for business marketing, exhibiting the changing trends and tastes of consumers. Pinterest offers insights that appeal to marketers on how to reach an audience with interests that align with their business.
Therefore, now is the best time to join the Pinterest community, especially with the network globally on the rise. Research conducted by eMarketer determined that, ‘Pinterest has surpassed Snapchat as the third most popular social media app’, in the US. It reported that whilst Snapchat’s user base grew by 5.9% to 80.2 million, Pinterest’s user base grew 9.1% to 82.4 million and this increased growth is expected to continue over the next few years. This contributes to the statistics that exhibit Pinterest has over 300 million people monthly active users.
Both Pinterest and consumers encourage the ideas of business advertising. However, despite this, many businesses are simply not optimising the social platform to reach their audience of ‘Pinners’. Pinterest has reported that “83% of Pinners have made a purchase based on content that they saw from brands on Pinterest”. Moreover, it stated that 97% of the top searches were non branded, making this platform the perfect place for paid search ads.
Additionally, Pinterest launched a feature in November 2019 that allows users to make purchases via the ‘Pinterest Shop’. This feature combines a variety of different online shops and is an Etsy-styled dashboard in which Pinterest highlights profiles and products of 17 different small businesses that sell unique products.
With over 200 billion pins saved on the site, the line between user generated content and ads is blurred. There’s no denying the fact that there are plenty of opportunities out there to reach your audience via Pinterest.
Why Businesses Are Hesitant To Use Pinterest
There’s a preconception that you can only reach one demographic on Pinterest. However, the platform has the appeal of all age groups, which accounts for why the site has surpassed Snapchat, a platform that is primarily skewed towards the younger generation.
Rather than avoid the site however, from the 2/3 female user base, businesses should take advantage of its niche appeal. After all, it’s a known fact that women control 80% of household purchases. Therefore, if you’re looking to increase website traffic and drive conversions, you need to shift your focus onto paid social ads.
Get in touch with our paid social media experts to see how you can integrate Pinterest into your marketing strategy.