Search Engine Watch has referred to Pinterest as an “underrated” social platform. Indeed, it seems business owners aren’t taking advantage of the benefits the popular visual bookmarking system has to offer and are consequently missing out on new customers by not optimizing their social media presence.
So, we thought we’d bring to light some compelling reasons that demonstrate why small businesses should consider Pinterest in their social media marketing strategy:
Pinterest User Demographics Are Changing
Sprout Social states that while Pinterest has historically been known for attracting female users (just over 70% of Pinterest’s 72.5 million users are women), those demographics are shifting.
In fact, in 2014 the number of men using Pinterest doubled. In the U.S., more men use Pinterest every month than read Sports Illustrated and GQ combined. Furthermore, in countries such as India, Korea, and Japan, there’s a 50-50 split between male and female Pinners.
With this in mind, Pinterest has made several improvements to make sure that anyone searching for Pins will find the things that are of interest to them. The company even adjusted their Guided Search system to deliver results that vary depending on whether the user is male or female.
“Pinterest may be one of the better platforms for reaching the female audience,” says ComScore, but “new opportunities are emerging to reach their growing and more engaged male audience.”
What does that mean for marketers? They’ll need to be increasingly familiar with who makes up their Pinterest audience and adjust their content accordingly to compensate for the social platform’s shifting demographics.
Pinterest Drives Social Commerce
Beyond demographics that can help brands reach their intended audiences, Pinterest drives social commerce by boosting product awareness and capturing consumer intent.
Because Pinterest users are so actively engaged with exploring ideas or projects that may lead to purchases, they are “among the heaviest online spenders,” according to ComScore.
In fact, Pinterest users have a buying power index of 211, meaning they generally spend more than 2 times as much online as the average U.S. internet user.
Pinterest is uniquely able to capture the intent of users who are searching for ideas or inspiration and are especially receptive to purchase. When users bookmark content that’s relevant to their needs and interests—from wedding planning suggestions to instructions for a DIY home project—the platform leverages this information to help marketers guide consumers through the conversion funnel, while increasing the potency of Pinterest ads on a per impression basis.
While marketers will need to test their ads to determine their potential reach and purchase driving power, Pinterest is definitely a social platform worth checking out for advertising purposes.
Pinterest Helps Businesses Get Indexed on Google
“Pinterest has evolved during the past few years from a trending social network to a powerful visual search engine,” reveals Search Engine Watch, “and as with any other search engine, you can optimise your presence to be discovered by other users.”
Lynda.com points out that Pinterest boards often appear in Google search results. For example, when doing a Google search for “budget landscaping”, one of first results to come up is the Pinterest board “Small Budget Landscaping”, belonging to Maureen Gilmer. Surprisingly, it outranks Better Homes and Gardens for the same keyword phrase even though it only has about 3,200 followers and 72 pins (apparently, the number of followers does not affect the search engine rank).
Maureen is a horticultural expert and author of several books, which she sells on her website. As Lynda.com suggests, Maureen could take advantage of her board’s Google ranking by pinning related content from her website to this board, which could bring more exposure to her books and increase sales.
It’s promising to note that boards with fewer followers have achieved similar results. “The key,” says Lynda.com. “seems to be having relevant keyword-rich pin descriptions and related keywords in the URLs that the pins link to.”
75% of Pinterest Usage is Mobile
With consumers relying on mobile for pretty much every aspect of shopping-related searches, Smartphones have effectively become shopping advisers because consumers use them throughout every phase of the shopping experience, from gathering ideas and inspiration to comparing products, searching for store locations, and making purchases.
Yes, consumers are spending an unprecedented amount of time on their mobile devices, and Pinterest users are no different. As of 2014, the social network indicated that 75 percent of all daily traffic was coming from native mobile apps via phones and tablets. Mobile usage on Pinterest is especially high in the evenings and on weekends, notes Sprout Social.
For this reason, it’s imperative that businesses have a mobile website with a responsive design. This means that the website will adapt to fit the screen size of the electronic devices consumers are using, presenting pages in a viewer friendly version on cell phones, iPads, etc. Updating business websites to a responsive platform will ensure that consumers are getting the best user experience possible when conducting mobile shopping searches. Additionally, Google will rank responsive websites higher in the mobile search results.
Having a responsive website could be the deciding factor in whether consumers make a purchase or abandon a site. Business owners should get a feel for what their users are seeing by viewing their own sites on cell phones and tablets to understand how Pinners will experience their content. Furthermore, businesses should consider how their Pins will appear on mobile devices. If they’re not mobile-friendly, it’s time to update and optimize!
The beauty of Pinterest is that businesses can track what’s trending in the moment. Pinterest is also a vital tool in capturing customer intent information that brands can use in their marketing strategies.
With more than 150 million users, as well as a widening demographic that includes both men and women who frequently search and Pin new content that’s relevant to their interests, Pinterest has “evolved during the past few years from a trending social network to a powerful visual search engine.”
Indeed, says Search Engine Watch, “Pinterest is an “underrated platform, when it comes to its searching capability and the traffic it can drive to your site.”