If you market your business online, there is a good chance you have heard of the fastest growing social network, Pinterest.
The photo and video sharing site is exploding in popularity. It has 25 million members, has registered over half a million business accounts and gets 2.5 billion page views per month. Whoa!
So what is Pinterest anyway?
According to the website: “Pinterest is a tool for collecting and organizing things you love.”
People use it to make wish lists, plan trips, organize events, start collections, interior decorating, plan projects.
Users create “pin boards”, much like old-fashioned bulletin boards, based on topics of interest to them, and “pin” images onto the virtual boards. For example, many users have boards with titles like “Places to Travel”, “Recipes” and “My Style”. They can then collect and pin images from all over the web, linking back to the original website, and save them on the pin board for their followers to comment on, like or share themselves.
As an introduction, Ali Green from A Brighter Web created an easy-to-follow video explaining Pinterest for the newbie.
Why should businesses pay attention?
There are multiple reasons why businesses need to pay attention to Pinterest, whether they be B2B or B2C focused.
Here are my top 7 reasons that your business should be interested in Pinterest.
1) Pinterest is growing leaps and bounds.
Pinterest has almost caught up with Twitter in terms of adult U.S. Internet users (15% compared to Twitter’s 16%). The site has 25 million monthly unique visitors.
These numbers are nothing to sneeze at when you want to reach more customers!
2) Pinterest is where the young, female and well-educated congregate.
As a general trend, women make up more of the population on most social net working sites – but they make up a staggering 82% of active users on Pinterest.
If you market your products or services to women, you need to pay attention to the fact that Pinterest has cornered the desirable demographic of women 35-44 years old (with disposable income).
3) Pinterest has a totally different culture than the other social networking sites.
Pinterest is aspirational, not of-the-moment. It is also transactional, not relational like Facebook, Twitter.
What we pin reflects what we covet, what moves us, what we desire, who we want to be.
Pinterest works more like a Vision Board, rather than an off-the-cuff, in-the-moment statement of what we are eating or where we are hanging out. Instagram and Facebook are where you post what you just made for dinner – but Pinterest is where you pin what you are going to make for dinner the rest of the month.
4) Pinterest posts (pins) last much longer!
Pinterest pins have a shelf life of over one week. Compare that to a tweet (5-25 minutes) and a Facebook post (30 minutes).
People pin photos on Pinterest to collect and to save for later.
You can’t easily “save” Facebook posts or tweets. In this way, Pinterest is unlike every other social network and is extremely valuable to people selling products or services online.
5) Pinterest drives website traffic.
A study by Shareaholics found that Pinterest drives more website traffic than Twitter, YouTube and Google+ combined.
For Pinterest powerhouse Real Simple magazine, Pinterest drives more traffic to it’s website than even Facebook.
According to HubSpot, 95% of the images pinned to Pinterest generated somewhere from the web (as opposed to being uploaded). That’s a lot of potential website traffic!
6) People use Pinterest with a shopping mindset.
Sephora has reported that their Pinterest followers spend 15 times more than their Facebook Fans.
A study conducted by RichRelevance found that Pinterest users spend almost $170 in a shopping session.
This is also evident in the types of pins that are “liked” on Pinterest. Pins that include prices receive 36 percent more likes than those that don’t. (Shopify)
7) People LOVE Pinterest.
Unlike Facebook, the social network people love to hate (but still use in droves), Pinterest is adored and loved by its users.
BlogHer found that 84% of U.S. online consumers trust information and advice from Pinterest.
Pinterest is also incredibly addictive (as any avid user can attest). Pinners spend an average of 98 minutes a month on the site. I personally think that’s very low – I know people who spend that much time per day on it!
Each month, I will be blogging for Maximize Social Business on the many ways that business owners can use Pinterest to attract customers, increase sales and connect with customers.
Is your business currently leveraging Pinterest? If not, what do you want to know about how to utilize Pinterest as part of your social media marketing?