In a world dominated by Facebook, Instagram, and YouTube, Pinterest often doesn’t get the attention it deserves, but dismissing Pinterest as a priority platform for your content marketing strategy would be a mistake. This visual discovery platform offers a wealth of opportunities for businesses to engage with audiences in unique ways, foster brand loyalty, and even drive sales. Below are compelling reasons why you should consider incorporating Pinterest into your content marketing mix.
Below are 24 reasons why you need to make Pinterest a top priority in your marketing strategy today!
- Ranking 15th Globally for Social Media Usage
While Pinterest ranks 15th in terms of global social media popularity, trailing behind leaders like Facebook, YouTube, WhatsApp, and Instagram, it still offers a unique value proposition that warrants consideration for social media strategies. - Affluent User Base in the U.S.
Approximately 45% of Pinterest users in the United States boast an annual income exceeding $100,000, making it a ripe platform for social commerce. - Strong Q4 Revenue in 2022
The final quarter of 2022 saw Pinterest generating $877 million, consistently outperforming the first three quarters of subsequent years. The company also garnered $2.5 billion in revenue throughout 2021. - Top-Notch Customer Satisfaction
Between July 2021 and June 2022, Pinterest earned a top score of 76/100 on the American Customer Satisfaction Index (ACSI), tying with YouTube. This indicates a contented user base. - Monthly Active Users Close to Half a Billion
Pinterest claims nearly 450 million monthly active users. Although this pales in comparison to Facebook’s nearly 3 billion, Pinterest has shown consistent growth. - Annual Growth of 7.5%
The platform’s annual growth rate stands at 7.5%, ranking it as the third fastest-growing social media platform, behind Snapchat and LinkedIn. - Heavy U.S. User Concentration
The United States accounts for 84.6 million of Pinterest’s 450 million users. Other significant user bases include Brazil, Mexico, Germany, and France. - Highly Positive User Experience
About 80% of Pinterest users report a positive emotional response to the platform. This likely contributes to its high ACSI rating. - Frequent Shopping Activity
Of the platform’s weekly users, 85% have made a purchase based on pins they’ve seen, making Pinterest an effective sales channel. - The Go-To Platform for New Projects
Pinterest is the first stop for 85% of its users who are embarking on a new project, from DIY tasks to purchasing product recommendations. - Predominantly Female Users
Around 76.2% of Pinterest users are women, making it a valuable platform for brands targeting a female demographic. - Millennial Women as Core Audience
Women aged between 25-34 make up the largest segment of Pinterest’s user base, followed by those aged 18-24. - Increasing Gen Z Presence
As of projections made in 2020, Pinterest was expected to have about 23 million Gen Z users in 2023, up from 16.4 million two years earlier. - Higher ROAS Compared to Other Platforms
Ads on Pinterest yield a 32% better Return On Ad Spend (ROAS) compared to other digital advertising channels. - 5 Billion Monthly Searches
The platform functions essentially as a visual search engine, with 5 billion monthly searches, underscoring the importance of Pinterest SEO. - Cost-Effective Conversion Rates
Pinterest ads are 2.3 times more cost-efficient per conversion compared to other social media platforms. - Close to 1 Billion Monthly Site Visits
In May 2022, Pinterest received almost 1 billion monthly visits, indicating frequent user engagement. - U.S. Dominates Web Traffic
44% of Pinterest’s website traffic originates from the United States, followed by Brazil, India, Argentina, and Colombia. - Generic Search Queries
A whopping 97% of Pinterest searches are not brand-specific, offering ample opportunities for brand discovery. - Longevity of Pins
Unlike most social media posts with short lifespans, Pinterest pins can remain relevant for six months to a year, offering excellent organic ROI. - Fifth in Line for Social Commerce
Among platforms where online shoppers are most likely to make a purchase, Pinterest ranks fifth after Facebook, Instagram, TikTok, and messaging apps. - The “It” Platform for New Discoveries
80% of weekly users discover new products or brands, making Pinterest an ideal platform for product promotion. - High Spending Patterns
Users on Pinterest typically spend twice as much as on other social media platforms, making it an attractive option for high-ticket items. - Impressive Catalog Performance
Brands utilizing Pinterest’s Catalog feature enjoy five times more impressions on their product pins compared to those who don’t.
Pinterest offers a unique blend of visual inspiration, search functionality, and an audience ready to discover and buy. The platform presents a multitude of opportunities for content marketing that are different from those of other social media platforms. Its specific user base, extended content lifespan, and effective conversion rates make it an ideal place for your brand to thrive.
So, if Pinterest isn’t a part of your content marketing strategy yet, it’s time to pin it to the top of your to-do list. Pun intended. Lol.
I cannot wait to see where Pinterest takes you. Hugs, Jo.
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