30 Pinterest Stats Marketers Should Not Ignore
With Pinterest having just turned 6 years old, more and more businesses are starting to realize that this is a serious platform for marketing products. Here are 30 Pinterest stats that will solidify why Pinterest is the most influential business and marketing platform for brands.
Pinterest started in 2010 as a place for collecting, and has evolved into a visual bookmarking tool that helps tens of millions of people around the world discover and save creative ideas, places to travel, products to buy, recipes to make and more.
Pinterest has been recently valued at $11 billion, and with its growing international user base, the platform further solidifies its status as a valuable place for brands to connect with consumers, either just before purchase of a product, or in many cases at a later stage having kept products on a wish-list, or ‘board’ as it is known on Pinterest.
Here are 30 facts which demonstrate why Pinterest is such an important advertising and marketing platform and why it really shouldn’t be ignored.
1) Two thirds, or 70% of pins come from business websites which means plenty of advertising potential for products, especially later if direct purchasing is introduced as rumored. This clearly represents an enormous potential for getting product advertising directly to a target customer.
2) 50 billion Pins collected by people onto more than 1 billion boards is an amazing statistic when combined with the other behavioural statistics listed below, and when used for promoted pins provides a much more efficient method of marketing than other social media platforms.
3) 80% of Pinterest traffic comes from mobile users which is significant when considering how many products are bought on the strength of recommendations, especially during shopping, bearing in mind that Pinterest is based on collecting photos of products which are stored on boards or ‘wish-lists’.
4) Each year, Pinterest serves more than 1.5 trillion recommendations which are displayed on people’s Pinterest ‘homepage’ according to their interests, which is particularly significant considering that those particular products have been requested by the Pinners, which makes them the perfect target audience.
5) Over 1.7 billion cooking recipe Pins are pinned each year which is a huge number and presents excellent opportunities for selling products which are related to cooking or kitchen accessories etc.
6) Every day nearly 2 million people Pin product rich Pins, which means that stylish and quality photographs of products are stored on people’s boards for future reference and as verified by recent surveys, are used by people later during shopping activities.
8) According to recent surveys, the average order value of sales coming from Pinterest is $50, which is considerably higher than any other social media platform. It’s the number two source of all social media traffic to Shopify stores. Two million people pin product pins every day, which is twenty times more than there are daily shoppers at the Mall of America. 93% of Pinterest users use the platform to plan purchases by reviewing and comparing products.
9) Pinterest is more “search” than “social” which means the Pinner experience is more geared towards personal content discovery than outward social expression. Content discovery means people searching out and finding your products, articles, and pictures. In this way, Pinterest is more like Google than Facebook.
10) Pinterest is perceived as the go-to source – If your business has something to do with one of the categories listed below, then you should be using this platform. More than search, social media, magazines or word of mouth, Pinterest is perceived as the go-to source in the following categories:
b. DIY & Crafts,
c. Food & Drink,
f. Hair & Beauty,
g. Home Décor,
k. Women’s Fashion
11) Pinners are buyers – 67% of Active Pinners and 86% of Daily Pinners have accessed Pinterest while shopping to buy something they’ve pinned.
12) 73% of Active Pinners indicate they have bought something because they saw it on Pinterest which highlights the point made earlier that Pinterest is more like Google than Facebook. It’s used as a reference point or a method of ‘window shopping’.
13) Almost 3 out of every 4 active pinners buy something because they saw it on Pinterest. On other social media sites like Facebook and Twitter, people are participating in conversations. There’s a lot more dialogue happening. Pinterest is a place where users have intent to buy.
14) Promoted Pins inspire purchases. According to recent surveys, “About half of the Active Pinners who have noticed Promoted Pins on Pinterest have clicked on them to get more information.
15) More than 40% have made a purchase, suggesting Promoted Pins inspire future action.” Pinterest provides users a way to store these “wish list” items in a way they can easily reference later on.
16) 1 out of every two Active Pinners click on ads. This, combined with their higher intent to buy is a sweet spot for bloggers and business owners who participate in advertising.
17) More men are making their way onto Pinterest – Compared to a year ago, there are 75% more male Pinners nowadays. Currently about 82% of pinners are women and it’s already an incredible marketing tool. Furthermore, about 20% of active male pinners joined specifically to get information on a brand they love.
18) 83% of Active Pinners would rather follow a favorite brand than a favorite celebrity. This is probably because brands are blogging in a way that helps their customers. Blog posts that inspire, teach, and share tips are perfect Pinterest content.
19) More than 75% of Pinterest usage takes place on a mobile device. Pinners are using the app on their smartphone or tablet. These days websites really need to be mobile friendly, otherwise it means that 3 out of every 4 pinners is directed to a site that’s not user friendly.
20) Pinterest’s recent valuation at $11 billion and growing international user base further solidify it as a valuable place for brands to connect with consumers at critical moments throughout the buying process.
21) Pinterest is available in over 30 languages, and has 5 global offices in Tokyo, London, Paris, Berlin and São Paulo. It has a total of 11 offices.
22) Last year, international users grew more than 135%.
23) As of now, monthly active users are up 150% year over year outside the U.S. With the buy button added as rumored, Pinterest is moving closer to marketplaces like Etsy or eBay which will make it easier for smaller merchants to transact, and thus make it easier for more people to participate in ecommerce opportunities.
24) The Pinterest platform allows you to associate up to 150 keywords per promoted pin, but it’s probably not worth using that many. Most users recommend adding at least 30 keywords, and it goes without saying that they need to be relevant to both your pin itself and the page where users will land if they click. Targeting things that aren’t relevant will not only reduce your click through and conversion rates, but will waste ad spend.
23) The study found that women make up approximately 80% of active pinners and that 72% of total pins happen on smartphones. It is also thought that Pinterest has an edge on other top social channels in the Home & Garden, Beauty & Fitness, Food & Drink and Shopping categories.
25) According to Pinterest “A pin has a higher conversion to a purchase than an endorsement to other social networks in the Face & Body Care, Fashion & Style, Fitness & Health and Home & Garden categories”
26) Face & Body Care is Pinterest’s top converting category, according to recent studies, and pinners are 33% more likely than other social users to make a purchase in that category.
27) Pinterest continues to make product changes that benefit the user experience, which should only lead to even more sales for sellers, not to mention the recent addition of promoted pins which, through important guidelines which protect the integrity of the platform as a promoter of quality and creativity, now allows promoted pins to be used by advertisers.
28) Pinterest is also working to make its platform more appealing to men and to shed its reputation as a female-specific service. In fact, one third of all Pinterest sign-ups are men.
29) Pinterest is the fastest growing website by overall member growth. interest took the lead with 57% growth while Facebook’s member base grew by 6% by overall member growth in 2015.
30) Over 80% of pins are re-pins, compared to 1.4% of tweets re-tweeted. Pinterest pins are more likely to go viral than tweets.
Summary: Pinterest Stats Don’t Lie
So, having established that Pinterest should not be ignored by marketers as it’s such an important platform, there are a few things to remember when launching a promoted pin campaign on Pinterest.
Firstly, it’s worth bearing in mind that Pinterest is a visually driven site where people visit to find appealing imagery and creative ideas, not to be bombarded with advertisements. However, Pinterest has a much more targeted and highly active user base which can often provide a direct link to an online purchase. Pinterest’s rules and guidelines state that content should be “beautiful, actionable and interesting”
According to the Pinterest rules and guidelines, the principle of Pinterest is based very much on quality. They have high standards for ads and these principles should guide your content and behavior as you advertise on Pinterest.
• Be authentic. Promote content that expresses who you really are and what you actually offer.
• Promote Pins that make you proud. Your ads should be some of the best stuff people see on Pinterest.
• Don’t promote spam or other bad stuff. People should be safe from that on Pinterest.
• Obey applicable laws and regulations. Keep it legal.
Advertising on Pinterest can be very successful though, given some proper planning and knowledge and by developing a sound strategy and keeping to it.
There are three types of pins on Pinterest, most are from people you are following and others are suggested for you by Pinterest. The other type is promoted pins which are sponsored and placed there by companies who pay every time someone clicks on them. These allow advertisers to add keywords and target specific areas, thus increasing visibility and conversions for your campaign.
Pinterest differs from other popular platforms in that it is both visually and search-driven which means it is really important to prioritize creative and keyword strategies proportionally. Pinterest is about sharing and communicating, but it’s also about searching and gazing. This is why on Pinterest, both ecommerce and lead generation rule. It’s always worth remembering that Pinterest is very much about creativity and design, which attracts people looking for inspiration in areas such as interior design, architecture, fashion, photography, luxury goods, vehicles, in fact almost anything as long as it’s created and photographed in a stylish and quality way.
Pinterest is still a relatively new social platform when compared to Facebook and Twitter, but has recently seen enormous growth with over 72 million users interested in specific types of content. This number will continue to grow as the site expands, introduces new features, and improves its capabilities for both advertisers and users.
With the promoted pins still in their infancy, there is still a lot to learn and develop when it comes to advertising on Pinterest in order to get the returns required. The underlying feeling of this site emphasizes stylish design and an understanding of its users, but with a carefully developed, tried and tested strategy, can bring high rewards by driving quality leads to a site.