20 reasons you’re missing out if you’re not marketing on Pinterest
If you’re not leveraging Pinterest marketing for your online business, then you are leaving some serious money and traffic (aka money) on the table!
You’ve probably used Pinterest to look for things like recipes, fashion inspiration, craft projects, gardening tips. You might even have dabbled a little with using it to drive traffic to your website, but you didn’t see instant results so left it to focus on Instagram or Facebook or TikTok instead.
And while all those platforms are fantastic marketing tools, the one major difference with Pinterest is that it is NOT a social media platform.
What?!
Pinterest is a search tool.
More importantly it’s a visual search tool.
This means that people use Pinterest to look for images and videos to meet their needs and solve their problems. Like a visual Google!
So, instead of parking Pinterest alongside your other social media activities, it’s time to think of it alongside your other SEO, traffic and inbound marketing strategies. If you want to learn more about SEO, check out our recent post here.
Is your audience on Pinterest?
Of course, Pinterest is not used by everyone, all the time, so there are some niches that may not see the incredible traffic that others do, but there are also some very neat ways you can navigate that (we’ll cover that more in our in-house training and in future posts - sign up for our newsletter here to keep in the loop).
Who uses Pinterest?
There are some pretty interesting stats below straight from Pinterest, but the bottom line is if your audience is female, aged 18-50 and has access to the internet, it is highly likely they are active on Pinterest.
There is definitely a growing number of more male-driven niches too (like camping and survival so don't just assume they're not there either).
- 416 million people use Pinterest each month
- 71% of Pinterest users are females.
- 35% of Pinterest users are 35-49 years old
- 34% of Pinterest users are 18-29 years old
- 42% of U.S. women adults use Pinterest
- 80% of US mothers who use the internet use Pinterest
- 30% of U.S. Pinterest users come from suburban areas
- 34% of Pinterest users earn between $50,000 and $74,999 per year
Additionally, it’s especially important to note that if you market to moms you absolutely need to be on Pinterest because 8 out of 10 moms use the platform to search for everything from back to school bags, parenting tips, healthy eating recipes and fashion ideas. (Plus moms are often the primary decision makers in the house and it is estimated by 2028 women will control 75% of discretionary household spending). This means that if moms form part of your target market, you can meet them exactly where they’re at, while they’re in the buying mindset!
Pinterest marketing for your business
OK so now we’ve got your attention, what do people actually do when they use Pinterest to search for something? And how does that relate to your marketing strategy?
Reach - How many people can you potentially inspire?
- 144.5 million people can be reached with adverts on Pinterest (and 85% of pinners use the mobile app)
- Average number of monthly searches on Pinterest is 2 billion (compared to 100 billion on Google -> and this is a great thing because the searches on Pinterest are super focused and niche)
Buying mindset - What are pinners doing when they use Pinterest?
- 90% of weekly Pinners make purchase decisions on Pinterest
- 77% of weekly Pinners have discovered a new brand or product on Pinterest
- 98% report trying new things they find on Pinterest
- 97% of searches on Pinterest are unbranded (think about how important this is compared to organic search on Google where you might be competing with huge brands boosted by large marketing budgets - the same does not apply on Pinterest!)
- 50% Have made a purchase after seeing a promoted pin
- 85% Pinterest users use the site when they want to start a new project
- 98% of Pinners report trying new things they find on Pinterest
Niche - What are people looking for on Pinterest?
- The most popular category on Pinterest is food & drink, followed by home decor
- “Holidays” is the most popular search category on Pinterest (think about how your business can maximise on this by adding in other keywords, i.e. recipes for the holidays, fitness tips for the holidays etc.)
Visuals - Why is this so important?
There are 600 million visual searches per month on Pinterest (using the Pinterest lens icon allowing users to search for things they take photos of on their phones or devices).
62% of Millennials prefer visual search - and this is only expected to rise over time.
Phew - that’s quite a lot of data in there, but hopefully now you can see just how vital it is to have a presence on Pinterest if you want to maximise the potential.
In upcoming posts we will walk you through exactly how to use Pinterest as a marketer and the types of content that do well. Sign up here for updates.
Sources:
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Here is a helpful article How To Use Social Media To Grow Your Online Business
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