Facebook, Twitter, and Instagram are typically the “big three” social channels a marketer has to look for when crafting a social media strategy. But as the social media landscape changes and evolves, these may no longer be enough. Here’s the case for why you, a savvy marketer/social media manager, should add Pinterest to your company’s online presence.
Pinterest = Plenty of People with Purchasing Power
Pinterest just surpassed 100 million users, Pinterest reports, which is a major milestone for the company. According to a study conducted by a Pinterest Marketing Developer Partner, 45% of active Pinners have household incomes of at least $60,000 – some of which they could be influenced to spend on Pinterest. Another source reports that the average Pinterest user is 25-45 years old, with a household income of $100,000. This adds up to mean major views and traction for your brand.
Bounteous Buyable Pins
Pinterest just recently introduced the new Buyable Pins feature. This allows users to directly make purchases from companies that include “Buy It” buttons on their Pins. These facilitate the purchase of the content of Pins directly within the app. This is great, because a study showed 87% of the Pinterest users surveyed indicated that Pinterest influenced what they bought. This Buyable Pin feature makes it even easier for customers to follow the purchase path and can contribute to the bottom line for your brand.
The Power of Promoted Pins
Promoted Pins allow companies to develop Pins that showcase their products, and then Pinterest puts those Pins into users’ feeds, based on targeting a category related to the item. The companies then pay Pinterest per engagement or per site visit generated by the Promoted Pins. The awareness of Promoted Pins among a sample of surveyed Pinterest users is at 47%. If Pinterest continues to grow this feature, this is an amazing way to get content in front of those who have a chance at being receptive to it.
As of May 2015, Pinterest introduced a Pinterest Developers Program, and along with it, a suite of APIs. An API (application programming interface) lets coders build apps on top of Pinterest’s data. So, for example, as SHIFT did recently, you could build a program that sorts through Pinterest URLs and scans them to find the boards that got the most pins for different interests. This kind of data that can pinpoint influencers, as well as other APIs that can be developed, position Pinterest as a new frontier for social media marketing.
Community is Key
Last but not least, Pinterest is about community. Whether it means following boards and users, or contributing to shared boards, Pinterest offers both a creative outlet and a way for people to interact with what they want to do, make, and buy, along with other users similar to them. Pinterest boards aren’t always just lists – they’re people’s dreams and aspirations. Having your brand engage in a meaningful way with this spirit that drives Pinterest is what you want to get behind.
Have any other reasons why marketers should use Pinterest to the fullest? Or are you not a fan? Leave your thoughts and ideas in the comments below!
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