There’s no doubt at this point that Pinterest is here to stay. While it has a long way to go before it parallels the impact of Facebook and Twitter, more and more businesses are using it as a viable marketing channel. Some recent statistics have provided marketers with some in-depth insights into the current state of Pinterest and how to use it more effectively. Like with any digital platform, the more information you have, the better decisions you can make when it comes to optimizing your marketing campaign. Here are some of the key takeaways that you can put to use when running your Pinterest campaign.
One of the most interesting stats is the huge surge in unique visitors that Pinterest has seen over the past ten years. In fact, the number of total unique visitors has increased by 2702.2% since May 2011, and there are approximately 11 million total users. It also hit 10 million monthly unique visitors quicker than any independent website in history. Not even Facebook and Twitter could match those stats. In terms of monthly usage, the average user spends 1 hour and 17 minutes on the site. While this is nowhere near the average Facebook user who spends 6 hours and 33 minutes, it does surpass many other social media sites. For instance, the average Twitter user spends 36 minutes on the sites, and LinkedIn users spend 17 minutes. During each visit, the average person spends 16 minutes on Pinterest. The major demographic of this site are women, who account for roughly 80% of total users. However, there appears to be a gradual shift, and more male users are signing up every day. When it comes to age, the majority of users are between the ages of 25 to 34.
Although visitors use Pinterest to find numerous types of content, the food and drink category is definitely at the forefront and takes up 11.1% of all pins. This means any business within the food and drink industry stands a good chance of experiencing success on this site. Not far beyond is the DIY and crafts category which comprise 9.6% of pins. Some other popular categories include home decor at 5.8%, hair and beauty at 5.4%, and women’s fashion also at 5.4%.
Another interesting statistic is that pins that include a price get 36% more likes than pins without a price. The reason for this is likely due to the clarity that placing a price on a product provides. It’s also been proven that more people are likely to make a purchase on Pinterest as opposed to many other sites. For instance, 69% of Pinterest users said they have either bought something or wanted to buy something through the site. On the other hand, only 40% of Facebook users said this. When it comes to users’ preference to associate with retailers or brands, 43% say they are willing on Pinterest, and only 24% are on Facebook. Consequently, this makes this site the ideal social media resource for branding.
Take A Soft Sell Approach
The people who use Pinterest interact with their friends and family and participate in groups, keeping them engaged on the platform. With platforms like Pinterest, users are there for the content, and they actively search for it. They are looking for high-quality content that helps them improve their lives in some way, which keeps them coming back for more. Even if you are advertising a product or service, you can be more effective if you take a softer approach to sell instead of pinning something that is obviously just an ad. If all Pinterest showed us were ads, it would stop being helpful, and people would stop using it.
3 Factors That Drive Traffic on Pinterest
1. Know Who Your Target Audience Is
It always starts with clearly knowing who your target audience is and what they’re interested in or looking for. If you don’t, it’s tough to create content that drives traffic. If you’re not getting the results, you want to reevaluate whether you have clearly defined who your target audience is and if your content is really speaking to them. Ask yourself what does your target customer needs? What problems are they struggling with that you can help solve? Answering these questions can help you create a piece of content that resonates with your potential customer.
2. Always Focus on Relevancy
Making sure your content is relevant for your target audience is critical, so make sure it is clear what your content is about so Pinterest can tell who it will be relevant for. When your content is viewed by people interested in that topic, your chances of getting click-throughs increase significantly. Don’t just post your content everywhere you can, focus on areas that are the most relevant to you, share your pins on boards and groups related to the keywords for that pin.
3. Use Headlines That Pique Curiosity
Use text in your pins to tell a story, not just promote a product. For example, instead of using the title of “Want to be a professional graphic artist? Read this first!” try a title like “The five things you need to make it as a professional graphic artist.” The second version does a better job of piquing the reader's interest. It is also important to experiment and test to see what works best when it comes to headlines.
As you can see, there are many interesting ways that you can drive awareness and engagement on Pinterest, and for specific categories.
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