If your business isn't already on Pinterest, you're missing out big time.
Pinterest presents a perfect storm of marketing opportunity that no other social platform can touch: evergreen content with performance that improves over time, networks built around interests rather than personal connections, organic reach that increases rapidly from one user to the next, and a user base that is already looking to buy.
But while large brands have embraced the power of Pinterest, small business owners have been skeptical.
Why? I have a theory: For small business owners who already use Pinterest personally, it's hard to wrap your head around how to make the transition from how an individual benefits from Pinterest to how a brand benefits from the platform.
YOU use Pinterest to collect things that interest you – to save things for later, to inspire future projects, or to curate a collection of useful concepts.
But the way businesses can benefit from Pinterest is different.
Brands use Pinterest to establish themselves as tastemakers, get in front of new audiences, and showcase their products in use.
Because Pinterest interaction is based around interests and topics (rather than personal connections), brands can harness this power to tap into the tastes of their audience, grow customer loyalty, and reinforce their brand image.
And yet a stigma on Pinterest users still exists in the mind of small business owners:
Isn't Pinterest just a big collection of mason jar crafts and crockpot recipes? Why the eff would I bother putting resources into marketing to a bunch of crafty homemakers?
If you still find yourself hesitant to embrace Pinterest as a business opportunity, your mind is about to change.
The 2015 Pinterest Media Consumption Study from Ahalogy presents some major shifts in Pinterest demographics and use: We read through the 49-page study ravenously, eager to soak up as much information on Pinterest users' behavior as possible.
And we've broken down the wealth of content into 8 major takeaways every small business owner needs to know about using Pinterest for business in 2016.
All of this data is sourced from Ahalogy's 2015 Pinterest Media Consumption Study and is cited with page numbers so you can dig into the study too.
⚡️⚡️⚡️ Ready for this? ⚡️⚡️⚡️
Here are the 8 most important things to know about using Pinterest marketing for your small business in 2016:
1. Pinterest’s user base is growing
There are more people on Pinterest than ever before.
Between 2014 to 2015, the percentage of respondents who were on Pinterest jumped 8%, from just 22% of all respondents in 2014 to 30% of respondents in 2015.
On top of this, 27% of all respondents are active Pinterest users (accessing the site at least once a month – that's 90% of all respondents on Pinterest using it once a month), and of those active users 40% use Pinterest daily.
Chart below: Percentage of 2014 and 2015 Respondents Who Reported Being on Pinterest
→→→ What it means for your business: On Pinterest your content can reach an ever-expanding audience of users who engage regularly.
[These stats: page 2]
2. Existing Pinterest users are becoming more active
In 2015, 44% of people using Pinterest at least once a month say they're using Pinterest more frequently than when they first joined – that's 6 percentage points higher than the 38% of respondents to the 2014 survey who indicated they were using Pinterest more than when they first started.
The number is even greater for daily pinners in the 2015 survey: 67% of people using Pinterest daily in indicated that they are using Pinterest more often than the amount they used when they first joined.
And they're not only coming more often, they're staying longer. In the 2015 survey, 46% of active pinners and 70% of daily pinners reported that their visits to Pinterest are now longer than when they first joined the platform.
Chart below: Percentage of 2015 Active Pinners and Daily Pinners Who Report Visiting Pinterest More Frequently and Staying on Pinterest for a Longer Time than When They First Joined
→→→ What it means for small businesses: Your window of opportunity to captivate those users while they're on Pinterest is growing: there aren't only a greater number of users on Pinterest, they're visiting more and staying longer.
[These stats: Page 3 and page 24]
3. Pinterest users have money
According to Ahology's 2015 report, Pinterest users are more likely to be affluent than other social media users. A full 45% of Pinterest users have yearly household incomes of at least $60,000. This is an 8 percentage point increase from the 37% of Pinterest users who reported household incomes of at least $60k in 2014.
Chart below: Percentage of Pinterest Users with Yearly Household Incomes of at Least $60,000
→→→ What it means for you: The audience you reach on Pinterest has the purchasing power to pursue luxuries.
[These stats: Page 7 of 2015 report, page 6 of 2014 report]
4. And they spend it
Pinterest users not only have money, they spend it – while influenced by what they find on Pinterest.
Among active pinners in the 2015 report, 73% reported buying something new that they discovered on Pinterest, 67% have accessed Pinterest while shopping, and 64% have pulled up their pins while shopping in a brick-and-mortar store.
The numbers of buyers consulting Pinterest while making purchasing decisions are even higher among daily users: 89% reported buying something new they discovered on Pinterest, 86% reported accessing Pinterest while shopping, and 85% report that they've looked at items they've pinned while shopping in a physical store.
Chart below: Percentage of Pinterest Users Who Bought Something New They Discovered on Pinterest, Accessed Pinterest While Shopping, or Accessed Pinterest While Shopping in a Physical Store
→→→ What it means for Pinterest marketing: Users like to integrate their Pinterest experiences and shopping behaviors. Getting your products on Pinterest makes sure you're there for them to consider.
[These stats: Page 30]
5. Brands are in demand
Ahalogy reports that 33% of active pinners currently follow brands or businesses on Pinterest – but they would consistently prefer to follow brands than individuals. Of active pinners in the 2015 survey,
- 83% would rather follow their favorite brand than their favorite celebrity.
- 73% would rather follow their favorite brand of beauty products than their favorite makeup artist.
- 70% would rather follow their favorite brand of hair care products than their favorite celebrity hair stylist.
- 67% would rather follow their favorite brand of baby products than baby expert.
- 67% would rather follow their favorite designer brand than favorite fashion icon.
→→→ What it means for your business: Pinterest users are not only receptive to brands building a presence, they often favor connecting with brands over star-power individuals.
[These stats: Page 29]
6. You have worldwide access
Globally, Pinterest is available in over 30 languages. In the English speaking world, Pinterest is expanding quickly in Canada and Britain. In the Spanish speaking world, membership is growing rapidly as well, with over 50% of all Hispanic pinners indicating that they joined within the past year. [These stats: Page 3, 16]
→→→ What it means for small businesses marketing:
Physical geography – as well as the geography of personal connections – doesn't restrict your reach on Pinterest.
Embracing multiple languages can be a huge benefit in reach if you have the skills.
Spanish-language marketing on Pinterest is about to explode: get in now to keep ahead of the curve.
Because interactions are based on interests and topics rather than personal connections, you're not limited by person-to-person connections, which often restrict your geographic access. People all over the world come together on Pinterest based on shared interests.
7. Gender demographics are shifting
While there's still a stereotype of Pinterest users being a bunch of crafty moms serving crock pot hot chocolate at their mason jar craft parties/kiddie play-dates, men represent the fastest growing segment on Pinterest.
There are 75% more male Pinners now than there were in 2014. These male pinners are far more likely to have increased their Pinterest usage (59% of male active pinners reported using Pinterest more frequently than when they joined, whereas 39% of female pinners reported the same).
Additionally, these males are pursuing brands: Ahalogy reports that 20% of active male pinners joined Pinterest specifically for the purpose to follow or get more information about a brand they love.
→→→ What it means for small businesses: Pinterest's gender imbalance is evening out, and males represent a new and engaged consumer population on Pinterest.
[These stats: Page 2, 3, 8]
8. Pinterest spurs consumer action
One of the findings in the 2015 report I was most impressed with was that 2/3 of active pinners and 64% of daily pinners are inspired by Pinterest to try something new. But not just once in a blue moon: They're inspired to try something new once a week or more.
When you're trying to break into an existing market, getting consumers to try something new – to take up your product or approach – is exactly what you're striving to do. Pinterest is built for just that.
And it's not just crafts or recipes Pinterest users are trying out, it's products: 73% of active pinners and 89% of daily pinners report buying something new they discovered on Pinterest.
→→→ What it means for marketing: Pinterest users are looking for new products and ideas. They turn to Pinterest to inform their purchasing decisions.
[These stats: Page 30, 2]
To sum it up,
Pinterest presents a perfect storm for small business marketing. 🌩🌩🌩
It's unique among social platforms in key ways that make Pinterest's marketing potential for small business huge:
- Its user base is growing rapidly and spreading across the world.
- Its connections are concentrated on interests rather than personal connections.
- Pinterest users have money and consistently consult Pinterest both online and in-store when deciding where to spend it.
And, most importantly, Pinterest users are actively seeking out new things to try – and looking to brands as tastemakers and experts in these areas.
If your business isn't on Pinterest, you're missing out big time.
It's time to get started spreading your content all across Pinterest, tweaking your strategy, and measuring your success. What are you waiting for?
Hoot Design Co. is a marketing, branding, and design agency located in Columbia, MO. We specialize in creating a custom and comprehensive marketing strategy centered around your business's unique strengths and educating you with the tools you need from day one. From logo design to brand identity and social media marketing strategies in-person and through online courses, we're focused on your business success every step of the way.