Pinterest is often overlooked by social media teams. The platform’s limited demographic, relatively small user base, and longtime lack of easy-to-use promoted posts have given it a strange and unnoticed reputation in the social media marketing space.
But that's not to say the reputation is justified.
If your brand is overlooking Pinterest, you're missing out on a prime opportunity to market your products. Pinterest has a growing user-base that has one of the highest sale conversion rates of all social media platforms. In this article, we'll show you three reasons why your brand should start using Pinterest in 2018 and beyond.
A growing user-base with a changing demographic
As of January 1st, 2018, 175 million people use Pinterest at least monthly. Men account for just 19% of Pinterest’s user-base, and 7% of all pins. Further, the median age of users is 40 years old, but a majority of active Pinners are under 40. This gives you access to a broad age range.
This limited demographic actually makes it easier for brands to target Pinterest users. Many of the brands currently using the network curate content towards women of broad age groups. Further, much of the content on the network is art and fashion centric, giving art focused companies a new place to promote products.
It wont always be this way though. According to Omnicore, 40% of new Pinterest signups are male. On one hand, this makes Pinterest more viable for brands as it increases the demographic reach of content. On another, it may make Pinterest content a bit harder to specifically target.
An amazing conversion rate
Pinterest has the highest conversion rate out of all major social networks. Statistics show that over 87% of Pinterest users have purchased a product because he or she saw it on Pinterest. Further, half of Pinterest users make $50,000 or more per year, so they have the money to spend too.
New promoted content options
Earlier this month, Pinterest expanded its Promote button to five new markets: Australia, Canada, Ireland, New Zealand and the UK. The Promote button makes it easier than ever for brands to use paid promotion on Pinterest: just click the red “Promote” that’s overlaid on your Pins. Pinterest boasts that brands can promote a pin in less than 10 seconds.
As you can see, it’s important that your brand doesn’t overlook Pinterest in 2018. Many high-earners are using the platform to make purchasing decisions, and using the service’s newly minted Promoted button can help you get your products in from of them.
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