We have been asked in the past to write more about Pinterest. I promise I will! And I have noticed something interesting about Pinterest and Marketers: Many of the big name online marketers are not at all that big on Pinterest. Posts about Pinterest on their blogs are rather guest posts from others than success stories of their own.
Does that mean that Pinterest is not interesting for marketing?
Not at all!
Because I have noticed something else, too: There are many, many bloggers who make most – if not all – of their traffic (and success) from Pinterest. And no, these blogs are not all about DIY, design, crafts or travel. The truth is, that you can turn Pinterest into a traffic generation powerhouse for many niches. And traffic from Pinterest can be highly converting – which is simply due to the fact how people discover content on Pinterest: mainly via search terms.
So what is my opinion from a marketer’s stand point? Is Pinterest worth the effort?
The answer is a straight “yes. While I am still testing and playing around with Pinterest, there is no denying that Pinterest CAN be awesome for bloggers and marketers. And our traffic from Pinterest has already significantly increased since I started playing around with tips and tricks. But Pinterest is not as straight forward or predictable as for instance Twitter has been for us in the past.
To give you a first idea why Pinterest should be on your radar for marketing, no matter whether you are growing a new blog or running a small business, I collected some facts and numbers about Pinterest for you.
1. 175 million people are active on Pinterest – each month
That is 25 million more than in October 2016. Over half of these users are from outside the US.
Image Source: Adweek
2. Over 75 Billion pins have been uploaded to Pinterest (as of September 2016)
3. Pinterest has always been a favorite with women – but men pose a relevant group too!
In 2014 79% of Pinterest users were female. But in 2016 already 40% of new signups were men.
Image Source eMarketer
4. Pinterest users are „young“
67% of Pinterest users are under 40-years-old. Most pinners are between 18 and 29 years old.
Image source: Global Media Insight
5. On Average 1 pin gets 11 repins and generates 6 website visits
The social process of one post getting shared and the shares getting shared again, is very much alive on Pinterest. On average one pin gets 11 repins, but many pins get far more. And these repins in combination with Pinterest’s Smart feed have the power to keep your pin alive for days, weeks or even years.
Image Source: Shopify
While some pins go „viral“ or „pop“ as Pinterest users like to call it and drive endless traffic for months other pins just fall dead. You never know if and when a pin will start driving traffic, you just can make sure that everything is set up as best as possible to make a pin pop.
Image source: Global Media Insight
87% of people on Pinterest have bought a product because of Pinterest. 93% use Pinterest to plan a future purchase.
According to Pinterest, 93% did shop online in the past 6 months.
And a study by Shopify claims that the average value of sales for visitors from Pinterest is 50$ higher than for other traffic sources.
7. Pinterest has immense power to drive traffic
According to Shareaholic Pinterest is the second best social networks when it comes to driving traffic to a website – right behind Facebook. Pinterest accounts for over 5% of all referral traffic. (Compared to over 25% for Facebook and less than 1% for all other social networks)
Image Source Shareaholic
8. Pinterest users are mobile
In 2014 already 75% of all traffic to Pinterest came from mobile devices. By 2015 that number was already up to 80%.
Image source: Shopify
In addition, the numbers of orders via mobile devices from Pinterest have increased by 140% in the past 2 years.
That is one major reason why our pins need to be mobile friendly – which means use clear colors and large enough fonds that text is still readable on mobile devices.
9. The half-life of a pin is 3.5 months (!)
While the lifespan of a tweet is less than 10 minutes, a pin can get 50% of its engagement after 3.5 months. That is incredible. That makes evergreen images all the more valuable because a pin will still be relevant after months.
10. Having the most followers is not the key to success.
In contrast to other social networks, you can reach more people with your pin than the sheer number of your followers. Many users discover pins via the search function. In fact, many Pinterest experts claim that Pinterest is not a social network at all but rather a search engine.
Image Source Sprout Social
In other words: even if you only have a handful of followers on Pinterest, your pins still have the chance to go viral – if you get the Pinterest SEO right.
11. Promoted Pins give you additional „free“ impressions
Promoted pins perform as well or sometimes even better than „normal“ pins. Plus advertisers see that their earned impressions (free, no advertising) saw an increase of 20% from their paid campaigns.
Pins can have a long life. The same goes for promoted pins – even after a paid campaign ends.
There is a lot to know about Pinterest. And a huge potential for marketing on the platform that still seems unlocked by many marketers. The above Pinterest statistics give you some great arguments to learn marketing on Pinterest and start it today!
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