20 pointers on using Pinterest to make money
Pinterest started in 2010 as a place for collecting, and has evolved into a visual bookmarking tool that helps tens of millions of people around the world discover and save creative ideas, places to travel, products to buy, recipes to make and more. However, with Pinterest having just turned five years old, more and more businesses are starting to realize that this is a serious platform for marketing products.
A recent study found that women make up approximately 80% of active pinners and that 72% of total pins happen on mobile devices. According to Pinterest "A pin has a higher conversion to a purchase than an endorsement to other social networks in the Face & Body Care, Fashion & Style, Fitness & Health and Home & Garden categories" with Face & Body Care being Pinterest's top converting category, according to recent studies.
Through important guidelines which protect the integrity of the platform as a promoter of quality and creativity, Pinterest now allows promoted pins to be used by advertisers. Pinterest is also working to make its platform more appealing to men and to shed its reputation as a female-specific service.
Here are 20 facts which show why Pinterest is such an important advertising and marketing platform.
⦁ 70% of pins come from business websites which means plenty of advertising potential for products, especially later if direct purchasing is introduced as rumored.
⦁ 50 billion Pins collected by people onto more than 1 billion boards is an amazing statistic when combined with the other behavioural statistics listed below. When used for promoted pins this provides a much more efficient method of marketing than other social media platforms.
⦁ 80% of Pinterest traffic comes from mobile users which is significant when considering how many products are bought on the strength of recommendations, especially during shopping.
⦁ Each year, Pinterest serves more than 1.5 trillion recommendations which are displayed on people's Pinterest 'homepage' according to their interests, which is particularly significant considering that those particular products have been requested by the Pinners, making them the perfect target audience.
⦁ Over 1.7 billion cooking recipe Pins are pinned each year which is a huge number and presents excellent opportunities for selling products which are related to cooking or kitchen accessories etc.
⦁ Every day nearly 2 million people Pin product rich Pins, which means that stylish and quality photographs of products are stored on people's boards for future reference and as verified by recent surveys, are used by people later during shopping activities.
⦁ More than 14 million articles are Pinned each day, which provides massive scope for PR and reviews, as long as articles are interesting and informative and are within the guidelines set by Pinterest.
⦁ According to recent surveys, the average order value of sales coming from Pinterest is $50, which is considerably higher than any other social media platform. It's the number two source of all social media traffic to Shopify stores. Two million people pin product pins every day, which is twenty times more than there are daily shoppers at the Mall of America. 93% of Pinterest users use the platform to plan purchases by reviewing and comparing products.
⦁ Pinterest is more "search" than "social" which means the Pinner experience is more geared towards personal content discovery than outward social expression. In this way, Pinterest is more like Google than Facebook.
⦁ Pinterest is perceived as the go-to source - If your business has something to do with one of the categories listed below, then you should be using this platform. More than search, social media, magazines or word of mouth, Pinterest is perceived as the go-to source in the following categories:
Design
⦁ DIY & Crafts,
⦁ Food & Drink,
⦁ Gardening,
⦁ Gifts,
Hair & Beauty
⦁ Home Décor,
⦁ Photography,
⦁ Tattoos,
⦁ Weddings,
⦁ Women's Fashion
⦁ Pinners are buyers - 67% of Active Pinners and 86% of Daily Pinners have accessed Pinterest while shopping to buy something they've pinned.
⦁ 73% of Active Pinners indicate they have bought something because they saw it on Pinterest which highlights the point made earlier that Pinterest is more like Google than Facebook. It's used as a reference point or a method of 'window shopping'.
⦁ Almost 3 out of every 4 active pinners buy something because they saw it on Pinterest. On other social media sites like Facebook and Twitter, people are participating in conversations. There's a lot more dialogue happening. Pinterest is a place where users have intent to buy.
⦁ Promoted Pins inspire purchases. According to recent surveys, "About half of the Active Pinners who have noticed Promoted Pins on Pinterest have clicked on them to get more information. More than 40% have made a purchase, suggesting Promoted Pins inspire future action." Pinterest provides users a way to store these "wish list" items in a way they can easily reference later on. This is why 1 out of every two Active Pinners click on ads.
⦁ More men are making their way onto Pinterest - Compared to a year ago, there are 75% more male Pinners nowadays. Currently about 82% of pinners are women and it's already an incredible marketing tool. Furthermore, about 20% of active male pinners joined specifically to get information on a brand they love.
⦁ Pinners follow brands - Pinners follow brands and products more than celebrities and stylists. This really puts the odds in a Business owner's favor. 83% of Active Pinners would rather follow a favorite brand than a favorite celebrity.
⦁ More than 75% of Pinterest usage takes place on a mobile device. Pinners are using the app on their smartphone or tablet. These days websites really need to be mobile friendly, otherwise it means that 3 out of every 4 pinners is directed to a site that's not user friendly.
⦁ Pinterest's recent valuation at $11 billion and growing international user base further solidify it as a valuable place for brands to connect with consumers at critical moments throughout the buying process.
⦁ Pinterest is available in over 30 languages, and has 5 global offices in Tokyo, London, Paris, Berlin and São Paulo. It has a total of 11 offices. Last year, international users grew more than 135%.
⦁ The Pinterest platform allows you to associate up to 150 keywords per promoted pin, but most users recommend adding at least 30 keywords, and it goes without saying that they need to be relevant to both your pin itself and the page where users will land if they click.
DOs and DON'Ts of Pinterest advertising
According to the Pinterest rules and guidelines, the principle of Pinterest is based very much on quality. They have high standards for ads and these principles should guide your content and behavior as you advertise on Pinterest.
• "Be authentic. Promote content that expresses who you really are and what you actually offer.
• Promote Pins that make you proud. Your ads should be some of the best stuff people see on Pinterest.
• Don't promote spam or other bad stuff. People should be safe from that on Pinterest.
• Obey applicable laws and regulations. Keep it legal".
Advertising on Pinterest can be very successful though, given some proper planning and knowledge and by developing a sound strategy and keeping to it.
DOs:
⦁ DO regularly adjust your campaigns
⦁ DO Use 'Call To Actions' (CTAs) in the Description
⦁ DO Use Relevant Keywords
⦁ DO Use Targeted Audiences
⦁ DO Bid Aggressively
⦁ DO think Long-Term
⦁ DO Target all users and track 'cross-device' conversions.
DON'Ts:
⦁ DON'T use CTAs on the image
⦁ DON'T use a "Hard Wall" Landing Page
⦁ DON'T Use Horizontal Images
⦁ DON'T Use Redirect Links
⦁ DON'T Use Hashtags
A recent study found that women make up approximately 80% of active pinners and that 72% of total pins happen on mobile devices. According to Pinterest "A pin has a higher conversion to a purchase than an endorsement to other social networks in the Face & Body Care, Fashion & Style, Fitness & Health and Home & Garden categories" with Face & Body Care being Pinterest's top converting category, according to recent studies.
Through important guidelines which protect the integrity of the platform as a promoter of quality and creativity, Pinterest now allows promoted pins to be used by advertisers. Pinterest is also working to make its platform more appealing to men and to shed its reputation as a female-specific service.
Here are 20 facts which show why Pinterest is such an important advertising and marketing platform.
⦁ 70% of pins come from business websites which means plenty of advertising potential for products, especially later if direct purchasing is introduced as rumored.
⦁ 50 billion Pins collected by people onto more than 1 billion boards is an amazing statistic when combined with the other behavioural statistics listed below. When used for promoted pins this provides a much more efficient method of marketing than other social media platforms.
⦁ 80% of Pinterest traffic comes from mobile users which is significant when considering how many products are bought on the strength of recommendations, especially during shopping.
⦁ Each year, Pinterest serves more than 1.5 trillion recommendations which are displayed on people's Pinterest 'homepage' according to their interests, which is particularly significant considering that those particular products have been requested by the Pinners, making them the perfect target audience.
⦁ Over 1.7 billion cooking recipe Pins are pinned each year which is a huge number and presents excellent opportunities for selling products which are related to cooking or kitchen accessories etc.
⦁ Every day nearly 2 million people Pin product rich Pins, which means that stylish and quality photographs of products are stored on people's boards for future reference and as verified by recent surveys, are used by people later during shopping activities.
⦁ More than 14 million articles are Pinned each day, which provides massive scope for PR and reviews, as long as articles are interesting and informative and are within the guidelines set by Pinterest.
⦁ According to recent surveys, the average order value of sales coming from Pinterest is $50, which is considerably higher than any other social media platform. It's the number two source of all social media traffic to Shopify stores. Two million people pin product pins every day, which is twenty times more than there are daily shoppers at the Mall of America. 93% of Pinterest users use the platform to plan purchases by reviewing and comparing products.
⦁ Pinterest is more "search" than "social" which means the Pinner experience is more geared towards personal content discovery than outward social expression. In this way, Pinterest is more like Google than Facebook.
⦁ Pinterest is perceived as the go-to source - If your business has something to do with one of the categories listed below, then you should be using this platform. More than search, social media, magazines or word of mouth, Pinterest is perceived as the go-to source in the following categories:
Design
⦁ DIY & Crafts,
⦁ Food & Drink,
⦁ Gardening,
⦁ Gifts,
Hair & Beauty
⦁ Home Décor,
⦁ Photography,
⦁ Tattoos,
⦁ Weddings,
⦁ Women's Fashion
⦁ Pinners are buyers - 67% of Active Pinners and 86% of Daily Pinners have accessed Pinterest while shopping to buy something they've pinned.
⦁ 73% of Active Pinners indicate they have bought something because they saw it on Pinterest which highlights the point made earlier that Pinterest is more like Google than Facebook. It's used as a reference point or a method of 'window shopping'.
⦁ Almost 3 out of every 4 active pinners buy something because they saw it on Pinterest. On other social media sites like Facebook and Twitter, people are participating in conversations. There's a lot more dialogue happening. Pinterest is a place where users have intent to buy.
⦁ Promoted Pins inspire purchases. According to recent surveys, "About half of the Active Pinners who have noticed Promoted Pins on Pinterest have clicked on them to get more information. More than 40% have made a purchase, suggesting Promoted Pins inspire future action." Pinterest provides users a way to store these "wish list" items in a way they can easily reference later on. This is why 1 out of every two Active Pinners click on ads.
⦁ More men are making their way onto Pinterest - Compared to a year ago, there are 75% more male Pinners nowadays. Currently about 82% of pinners are women and it's already an incredible marketing tool. Furthermore, about 20% of active male pinners joined specifically to get information on a brand they love.
⦁ Pinners follow brands - Pinners follow brands and products more than celebrities and stylists. This really puts the odds in a Business owner's favor. 83% of Active Pinners would rather follow a favorite brand than a favorite celebrity.
⦁ More than 75% of Pinterest usage takes place on a mobile device. Pinners are using the app on their smartphone or tablet. These days websites really need to be mobile friendly, otherwise it means that 3 out of every 4 pinners is directed to a site that's not user friendly.
⦁ Pinterest's recent valuation at $11 billion and growing international user base further solidify it as a valuable place for brands to connect with consumers at critical moments throughout the buying process.
⦁ Pinterest is available in over 30 languages, and has 5 global offices in Tokyo, London, Paris, Berlin and São Paulo. It has a total of 11 offices. Last year, international users grew more than 135%.
⦁ The Pinterest platform allows you to associate up to 150 keywords per promoted pin, but most users recommend adding at least 30 keywords, and it goes without saying that they need to be relevant to both your pin itself and the page where users will land if they click.
DOs and DON'Ts of Pinterest advertising
According to the Pinterest rules and guidelines, the principle of Pinterest is based very much on quality. They have high standards for ads and these principles should guide your content and behavior as you advertise on Pinterest.
• "Be authentic. Promote content that expresses who you really are and what you actually offer.
• Promote Pins that make you proud. Your ads should be some of the best stuff people see on Pinterest.
• Don't promote spam or other bad stuff. People should be safe from that on Pinterest.
• Obey applicable laws and regulations. Keep it legal".
Advertising on Pinterest can be very successful though, given some proper planning and knowledge and by developing a sound strategy and keeping to it.
DOs:
⦁ DO regularly adjust your campaigns
⦁ DO Use 'Call To Actions' (CTAs) in the Description
⦁ DO Use Relevant Keywords
⦁ DO Use Targeted Audiences
⦁ DO Bid Aggressively
⦁ DO think Long-Term
⦁ DO Target all users and track 'cross-device' conversions.
DON'Ts:
⦁ DON'T use CTAs on the image
⦁ DON'T use a "Hard Wall" Landing Page
⦁ DON'T Use Horizontal Images
⦁ DON'T Use Redirect Links
⦁ DON'T Use Hashtags
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HayleyS -
Thanks
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