Why is Pinterest a Game-Changer for Marketing?
Recently Pinterest announced that 100 million people are now using the platform each month, as a planning and discovery tool. For them, Pinterest stands out among other online platforms: 73% of Pinners have bought something new they discovered on Pinterest, and 67% have accessed Pinterest while shopping to buy something they’ve pinned. This active engagement among a large and growing user base proves that Pinterest is more than just a player among online marketing platforms.
The 100-million milestone is further proof that Pinterest is a game changer for content marketers, providing a new avenue to meet consumers’ needs for information—where and when they want it. Pinterest provides relevant, inspirational content to Pinners, which leads to transformative results for brands.
This increased engagement can be attributed in part to an increase in searches on Pinterest, up 81% from last year according to Pinterest. As usage grows, its versatility as a platform of discovery continues to enable Pinners to find more relevant content from content creators - publishers and brands alike—and to use the information to make household decisions. Its unique discovery platform is what separates Pinterest from social media platforms like Facebook and Twitter.
Ahalogy’s 2015 Pinterest Media Study dives deeply into Pinner insights and habits, explaining Pinterest’s rapid growth in overall users and user types, and illustrating how Pinners interact with the platform. And marketers are often surprised to learn that Pinners are more diverse than they may have initially thought: 45% of Pinners are now outside the U.S., and Men are one of Pinterest’s fastest growing demographics, having increased 120% in the past year.
Pinterest is less about individual expression and more about meaningful content discovery...
Raman Sehgal, VP Marketing, Ahalogy
Pinners don’t just follow content, they also use it to plan their milestones and enhance their daily lives—often finding new purchases along the way.
“One of the things we are hearing is that people are getting a lot of new customers through this channel,” Pinterest’s head of commerce Michael Yamartino told Marketing Land. “It’s not just people who were already going to buy this or who were already frequent shoppers at a store. So we are really helping businesses reach new customers. In a lot of cases, the data is showing that about 90 percent or more of the buyers are brand-new customers to the merchant.”
Essentially, Pinners are your brand’s consumers, who are seeking relevant content. This is the inverse of traditional marketing, where brand messages bombard consumers, regardless of their interest. Here is a snapshot of our findings of how Pinners interact with content:
- Browsing Pins: Pinners replace magazines and catalogs with browsing content on Pinterest. The discoverability of Pinterest content opens up many possibilities—challenging brands to provide meaningful, relevant content to their consumers
- Searching Pins: 46% of Pinners use the platform in place of a traditional search engine. This will only continue to increase, thanks to Pinterest’s continued innovations enhanced content discovery through Guided Search and Pinnability , which provides the most relevant results for Pinners, regardless of when they were Pinned.
- Engaging Pinterest Boards: More than two-thirds of Pinners would rather engage with their favorite brand on Pinterest than their favorite celebrity or expert. Engagement is the key; success in marketing on Pinterest is not measured by how many followers you have, but how many Pinners Pin, save or click on the content you provide. A “like” on Facebook makes you feel good, but a Pin on Pinterest quickly drives more content exposure, and ultimately can lead directly to a purchase.
- Purchasing Pins: Among Pinners, 73% bought a product after finding it on Pinterest. We also found that 67% of Pinners pull up the Pins in store from their mobile devices when purchasing products. These findings represent a significant annual increase, which will continue to climb.
- Promoting Pins: Pinners view Promoted Pins as meaningful content instead of advertising. 53% claim they haven’t seen one yet; of the Pinners who do remember seeing them, 63% say they don’t mind them, and ⅓ of them are more likely to click on a Pin that’s promoted. In addition, more than 30% of Promoted Pins are shared organically, which drives down the overall media cost (e.g., effective CPM). Pinners are making purchases from Promoted Pins across many categories, including fashion, beauty, food, packaged goods, home decor, travel, and even auto, tech, and finance.
While many may view Pinterest as simply another social media platform tool like Facebook, Twitter, or Instagram, Pinterest is truly unique. Pinterest is less about individual expression and more about meaningful content discovery, helping Pinners find content inspiration and ideas for their everyday lives.
For brands to win on the platform, they must think of Pinterest as not just another social media checkbox, but rather an integral part of their content-marketing strategy. Winning marketers are tapping into Pinterest's content-marketing and earned-media potential—creating content experiences that are more beautiful, visual, and personal—and seeing real business results.
To learn more Pinterest insights, download Ahalogy’s 2015 Pinterest Media Study at Ahalogy.com/Research.