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Social Media Marketing

Pinterest Marketing: Social Media Breakdown

Do you “pin”?

Chances are you do. Pinterest has become one of the most popular of social media channels.

You may think of it as a fashion, wedding planning, and home-décor social channel where (mostly) women “pin” photos of the clothing and home decorating styles to which they aspire or want to DIY. You’d be correct, too. It certainly started out that way.

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Today, Pinterest has 291 million active monthly users, who look at it as the model vision of their future selves. Oh, and it’s the social channel where you go to buy the things you need so that you can become that model vision.

It follows then that using Pinterest in your social media marketing strategy is a very smart thing to do if you’re charged with marketing things people can buy.

Some Demographics: Who Uses Pinterest?

If you’re considering implementing a Pinterest marketing effort, it is worth your time to know the key demographics found there:

  • 23.5 percent of the U.S. population uses Pinterest. That’s 77.4 million people.
  • It reaches 83 percent of U.S. women between the ages of 25-54.
  • Yet – drumroll – 50 percent of new Pinterest sign-ups were men.
  • Households that are high income and educated are two times as likely to use the channel as households with less education and lower incomes.
  • 80 percent of users use mobile to access the channel.
  • 85 percent women planning vacations, looking for home decorating ideas, meal planning, and fitness routines use Pinterest to gather ideas.
  • 90 percent of those who use the platform weekly say they use it to make purchase decisions.
  • 55 percent of “pinners” use the platform to look specifically for products.
  • Users tend to save their favorite “pins” to look at them later. Which means they are saving the posts of the things they want to buy in order to purchase them later! In fact: 87 percent of Pinterest users actually make a purchase of something they saw on the channel.

The question should probably be: if you sell consumer goods, why aren’t you engaging in Pinterest marketing!

Is Pinterest a Viable Place for Your Marketing?

Taking a look at the stats above, the answer to “where to best use your ad spend” at first blush appears to be Pinterest. But should you? How much ROI does the channel typically bring in for those who advertise (what’s called “promoting a pin”) successfully?

How’s this for an answer: Pinterest averages a $4.30 gross return for every $1 spent on advertising, and provided $2 in profit for every $1 spent. (So the answer is, YES!! YES!! Advertise on Pinterest!!!)

If you want to learn more about how to use Pinterest in your social media marketing strategy – especially if you are a B2C company – contact Jeff Hays, director of client services for Ingenex Digital Marketing and set up a one-on-one discussion regarding the best social media platforms for advertising.

We look forward to hearing from you.

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