Well, the holidays are over, taxes are rapidly approaching their due date, and all those January 1st social media prediction posts should have run their course. So…this is not a prediction article, these are all valid reasons why you can’t ignore Pinterest any longer this year.
Pinterest is one of the fastest growing platforms around. Techcrunch reported in November that Pinterest grew 57% in overall member growth while Facebook’s member base grew by 6% Pinterest is also the second largest driver of social media traffic after Facebook.
Pinterest also just recently announced the acquisition of Kosei, which has some of the best minds in machine learning and data science. Why is this important? Jillian D’Onfro wrote for Business Insider that “Pinterest wants to fill the gap between an idea and a specific search. It wants to help people find things they didn’t know they were looking for or when they only have the faintest glimmer of an idea. If Pinterest can nail visual search, it can nail search advertising, and if it can nail search advertising, it will be taking on a market traditionally dominated by Google’s AdWords.”
Pinterest may be on its way to conquering the visual search market. Many foodies that I’ve talked to have told me that the first place to look for new recipes is now Pinterest, not Google search.
Pinterest has established itself with a solid user base, but it is still new enough that businesses can still reap some of the rewards of getting on Pinterest before their competition does.
Visual Marketing Is In
Social Media Examiner recently asked marketers which forms of content they most want to learn about in 2015. Creating original visual assets took first place. 70% of marketers plan to increase their use of original visual assets in 2015. With a more crowded marketplace and businesses and marketers wanting to break through the noise, visual marketing is what many are turning to.
Creating great looking images has never been easier with tools like Canva, PicMonkey and WordSwag. With the ability to create images that are optimized for Pinterest easily, it’s a great way to continually drive traffic back to your website or product.
The Shelf Life Of Pins
One of the most exciting things about Pinterest is how long pins continue to drive traffic to your content. Links on the other networks pale in comparison. A link on twitter lasts around 2.8 hours, on Facebook it’s around 3.2 hours. The stats for Pinterest is quite different. Piquora found that for Pinterest:
1. 40% of the clicks happen within the first day.
2. 70% of the clicks happen within first 2 days.
3. Remaining 30% clicks come all the way through 30 days and beyond.
30 days and beyond is a long time for your pins to be active! Another factor is that 80% of all pins are repins, further demonstrating the viral potential of Pinterest content. The long term traffic possibilities make Pinterest hard to ignore.
People Are Going To Pinterest To Buy
Ahalogy reports that active Pinterest users are young, tech-savvy and have more disposable income than non-users. 66% of them consider themselves “early adopters” and are the first among their friends to try new products. Pinterest is a destination site for these users as they use the platform to dream, plan, and pin products they want to buy.
Pinterest is also moving the needle on holiday shopping. This year e-commerce revenue from Pinterest grew an average of 25% on Black Friday and 74% on CyberMonday from 2013 to 2014. Over the entire Thanksgiving shopping weekend, Pinterest-sourced revenue increased 71% from 2013.
Big brands are seeing the benefits of using Pinterest in their advertising as well. Triscuit has recently been promoting commercials singularly to their Pinterest boards, not even a hashtag for their Twitter audience. I expect more brands, especially in the Food & Drink category to copy this model.
Men Are Getting On Board
In the U.S., Pinterest has had the reputation as being a “women’s only” network. Now its seems like that trend is changing. Pinterest is now reporting that in 2014, the number of men using Pinterest doubled. In fact, it’s their fastest growing demographic. More men are using Pinterest in the U.S. than read Sports Illustrated and GQ combined.
Pinterest also announced in January, 2015 that they are using gender based search on thousands of pins in guided search. Before January, if you searched for say “shoes” or “hair” you’d mostly see pins that were decidedly more “womanly.” Now, you’ll see more “manly” based results depending on what you search for. You are able to turn this feature off if you are wanting to pin and shop for someone else.
Pinterest knows that to be profitable in the long run it needs to continue to pinpoint their active male users. So, they are doing everything they can to help guys use and love Pinterest. Savvy marketers who market to men will not want to pass up on this opportunity.
The End Result
Pinterest is still relatively young, but it has an incredibly active user base and continues to grow. It can help businesses maximize their visual marketing by having the longest active links on any social network. Its users are going to Pinterest to plan, dream, pin, and buy. If your business is not on Pinterest yet, you need to seriously take a second look at the opportunities this platform can provide.