Pinterest is one of the fastest-growing social media platforms and is the US’s 3rd largest social network.
Social media is a great way to take control of the conversation and engage with your audience. Being present on social media will help your brand gain more insight into your target audience and what isn’t working.
It can often be confusing when trying to figure out if your business should be on social media and what social media platforms you should focus on.
When looking at your social media stack, we often consider the big four (Linkedin, Facebook, Twitter, and Instagram). However, you’re missing out on connecting with your audience if you’re excluding platforms like Pinterest, YouTube. Tik Tok, etc.
Today we will be diving into Pinterest and how to know when you should be incorporating it into your digital marketing strategy.
SEO vs. Social Media
The great thing about Pinterest is that it’s so much more than a social media platform. Although categorized as a social channel – Pinterest is used similarly to Google or any other search engine.
Think about Instagram for a minute. You log in and scroll through your feed. The more you use the platform, the more in tune the algorithm gets with your preferences and can show you content you may be interested in from people you interact with the most. You can search for people and hashtags, but that is not the primary way the platform is used.
Now let’s look at Pinterest. Pinterest and Instagram are similar in the way that they are image-focused. Pinterest has an algorithm that shows you content based on how you interact with the platform. However, the user experience is designed to search for what they’re interested in and populate their feed with relevant content.
YouTube is another social channel that is also set up with a user experience designed for search. These social channels are more intelligent and put the user in control of the content they want to see.
Higher Quality Leads
Because Pinterest acts more as a search engine naturally, the leads being produced will be lower in the sales funnel than other social media platforms. This is because people are actively searching for products and services they are interested in.
For example, if you are looking for tips on how to increase conversions to your website, you would most likely navigate to a search engine based social media platform so you can type in the query.
If you’re hoping to stumble upon this information on Instagram or Facebook, think again. These platforms tend to only show pieces of content to 10% of a user’s audience.
Let’s talk about Pinterest Demographics.
- 71% of Pinterest users are Females. However, 40% of New Signups are Men
- The median age of a Pinterest user is 40. However, the majority of active pinners are below 40.
- Half of Pinterest users earn $50K or higher per year, with 10 percent of Pinteresting households making higher than $125K.
You may be looking at these numbers thinking this is entirely outside of your target demographic. I encourage you to think deeper, especially if you’re in a B2C industry. Women drive 70-80% of all consumer purchasing decisions.
It can often be tempting to stick to what we know (everyone knows Facebook!) But as your business expands and you begin to dive deeper into who your audience is, it’s important to revise your digital marketing strategy and make sure that the channels you’re marketing on are where your audience is at.
Want to learn more about getting started with social media? Get in touch today for a free consultation with Kevin Brown Design!