Is Pinterest right for your business?
Who is on Pinterest? How many people are there?
As of Q3 2020, there are over 400 million people on Pinterest every month. Most of those individuals are women, but over the last several years, the trend line has been that more men are joining Pinterest. It used to be about 90% women, and now there are over 20% of the user population that is a men.
400 million may not seem like that many people compared to Facebook having over 1 billion users per month, but let’s put that into perspective. Two years ago, Pinterest had just over 200 million people on its platform every month. So, in a two-year timeframe, Pinterest has doubled its number of users, and increased its percentage of users that are men.
Beyond this, Pinterest users are extraordinarily apt to buy. Recent studies have suggested that 98% of Pinterest users have tried something that they found on Pinterest. Now, does that mean that everybody has bought something? Absolutely not. But that does mean that Pinterest users are looking to take action from things that they find. Wouldn’t it be great if they took action to buy one of your products?
Along with the staggeringly large numbers, Pinterest users, on average, spent 39% more than non-Pinterest users. What this means is that your average car value will be 39% higher coming from Pinterest users and it will be from non-Pinterest users, according to Oracle Data Cloud.
Sure, these numbers are impressive, but my favorite story about who is on Pinterest is anecdotal. Often times, when we talk to prospects or clients, I ask a very simple question
“Do you ever get onto Pinterest for five minutes and then look up a half hour later and you have been swiping and mesmerized by the content on the platform?" Almost every single time I ask this question, the answer is an overwhelming “Yes.”
It’s like, for the first time, users are able to quantify their known experiences on Pinterest. And they realize. That if they act like that on Pinterest, there are certainly other people who also act that way on Pinterest.
So, how many users are on Pinterest? 400 million per month. But the most important thing, is that when they’re on Pinterest they’re very engaged with the content that they see.
What businesses succeed on Pinterest?
Pinterest looks to match businesses with that inspire with people who want to be inspired. The magic of Pinterest is like the magic of Google. Google matches the information seeker with the source of the right information for them to have their question answered.
In other words, when you have a question, you go to Google to see if Google has the right information to answer your question.
When people go to Pinterest, Pinterest shows people the right inspiration to make those users lives better.
The business is that succeed on Pinterest are the ones that inspired the Pinterest users and the Pinterest user base to take action to make their life better. Often times, people think they need to be in the business to consumer space or they need to be geared towards women. That is absolutely not the case. We have had finance companies outperform fashions companies. We have had company is geared towards menswear I’ll perform jewelry companies. At the end day it day, it comes down to who you inspire and how good you are at inspiring.
What if my business doesn’t have “Pinterest content?”
In February 2020, we ran out an experiment. We posted a piece of content onto Pinterest that was clearly designed for the holiday season. There were holiday wreaths in the photo. The caption mentioned Christmas.
That photo, that pin overall, got over 500 new website visitors in three days.
The best content on Pinterest historically has always been the most authentic Content. This will not change.
The best Content is the content that you’re already posting on Facebook and on Instagram.
There is no secret formula for successful content on Pinterest. The secret formula is telling a great story and being true to your values. Ultimately, we will leave at the most authentic content is the content that is most true to your values. So, however you can get authentic content is your “Pinterest content.”
But I heard followers don’t matter on Pinterest
You do not need followers in that if you don’t have any followers nobody will see your content. However, followers do help you get more engagement on content faster, but at the end of the day, Pinterest looks to match the people who inspire and the businesses who inspire with the people who want to be inspired. If an individual doesn’t follow you, but your content will inspire them, Pinterest will show your contact to them. At the end of the day, Pinterest operates like Google. It wants to show the most relevant content to the user, whether or not the user actually knows the person or the business who posted the content.
For you, this means that you can succeed no matter if you have been on the platform for one hour or for 10 years.
How do I know if Pinterest is right for me?
Ultimately, we can’t tell you if Pinterest is right for you. At the end of the day, it comes down to a couple of key questions.
Are you looking to drive more website traffic?
Do you think that your brand tells an inspiring story?
Are you looking for more right fit clients in your business?
If so, then it can’t hurt. We can’t even help coach you through how to get started on your Pinterest account for a month for free. Just email email@example.com and mention this blog post and we will help you for 30 days flush out if Pinterest is right for your business. We’ve helped dozens and dozens of clients get hundreds or thousands of new website visitors every single month at a fraction of the time investment they were putting into Facebook and Instagram.