Pinterest helps people find creative ideas for their futures. That’s why so many businesses, especially retailers and CPG brands, have focused more of their marketing efforts on the platform.
Still unsure? Keep reading for 10 reasons your business should be on Pinterest:
- Pinterest is a sizable platform to reach desired audiences: With more than 150 million Pinners, Pinterest can help you reach in-demand audiences. According to Ahalogy, 67% of Pinners are under the age of 40, a 27% jump from last year. 54% of women aged 34-55 are on Pinterest—35% of them have a household income over $100K. Men and Hispanics are both joining Pinterest in higher numbers, too. Male monthly users have grown 120% this year. And more than half of all the Hispanics on the platform have joined in the past year.
- Investing in Pinterest pays off long-term: Because Pins last forever, your quality content has a longer shelf life. Feeds drive other digital channels, which means recency reigns supreme. Since discovery and search powers Pinterest, content has evergreen value. So when you create high quality, relevant Pins and optimize your website, you’ll see results.
- Pinners are open to your 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 celebrity—83% of people said they would prefer to follow the former. This preference was true in a lot of retail categories, too: 73% of people said they would rather follow their favorite brand of beauty products than their favorite makeup artist, 67% said they would prefer to follow their favorite brand of baby products than their favorite baby expert and 70% said they would rather follow their favorite brand of hair care products than their favorite stylist.
- Pinterest influences purchase: Pinners are engaged, loyal advocates. And that advocacy isn’t just limited to browsing. In fact, a large majority of Pinners use Pinterest 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.
- Pinterest drives significant referral traffic: Around 5% of all referral traffic to websites comes from Pinterest, according to Shareaholic research. This is second only to Facebook, which drives almost 25% of all referral traffic on the web. (Twitter, StumbleUpon, Reddit and Google+ each refer less than a 1% share of the market.) That means businesses with clickworthy content on Pinterest have a better shot at driving conversions and other desired actions on their website.
- Pinners have larger shopping carts: The average order value from Pinterest referral traffic is $58.95, compared to $55 for Facebook, according to Shopify research.
- Pinterest informs you of emerging trends: Pinterest can give you powerful signals into emerging trends and popular products in a given industry, especially in fashion, home and garden, food and beauty. Pinterest search bubbles 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.
- Pinners have more purchasing power than non-Pinners: Active Pinners have a 9% higher average income than non-users, according to Ahalogy. Businesses looking to reach this sought-after demo also get an added benefit for their investment: 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.
- Pinterest can help your brand fit into someone’s life: 66% of Pinners say they use the service to save and collect things that inspire them. When you add a mix of aspirational and actionable Pins, you’re giving people creative ideas that help them plan for what’s next.
- People check their Pins while shopping in your store: While showrooming hasn’t been kind to some retailers, many are turning to Pinterest to turn the practice into a strategic advantage. According to Ahalogy’s 2015 Pinterest Media Study, 67% of Pinners consult Pins on their mobile devices while shopping in stores, making it important for retailers to add high quality, impactful Pins that help people understand how the product works, why it’s a must-have and how else they can incorporate it into their lives.
We hope at least some of these reasons inspired you to do more with your Pinterest presence. If you don’t have a business account, sign up today. If you already have a business account, have you tried Promoted Pins yet?
—Emma Dunbar, currently saving ideas to Speakeasies