Pinning for Profit and Brand Awareness

March 22, 2014

What form of social media had a dramatic increase in traffic from 2011 and 2012?  Did you guess PINTEREST?  The traffic on Pinterest increased by an incredible 5,124% between 2011 and 2012!  Social media websites (such as the three most popular Facebook, Twitter, and Pinterest) are advertising platforms that can no longer be ignored.  Of the three most popular social media websites, Pinterest is the least utilized.  Pinterest’s increase in popularity and its defined demographic of mostly women (79% of Pinterest’s users) can be extremely beneficial to many companies, especially those involved in: fashion, beauty, DIY projects, recipes, exercise, home improvement/renovations, and health products.

Pinterest’s Demographics

  • 40 + million users
  • 79% female
  • 60% have  some college education
  • 69% earn $25,000 – $75,000 per year
  •  Pinterest has been used by approximately 12% of the adult population


Popular Pins on Pinterest

  • Food and drink – 11.1%
  • DIY and Craft – 9.6%
  • Home Décor – 5.8%
  • Hair and Beauty – 5.4%
  • Women’s Fashion 5.4%
  • Weddings – 4.9%

Top Pinning Sources

  • Uploaded by user

Why use Pinterest?

Pinterest users typically only pin projects, products, and/or articles that they wish to try and/or reference in the future.  The more a topic is pinned the greater frequency it will show up on the users’ home feed pages.  The more a pin shows up on a users’ feed the more likely individuals are to pin the  topic to one of their own boards.  This is primarily due to the pin’s status or reliability.  If a pin is reliable the information desired is correct and easy to find once the pin is clicked, i.e. the recipe is included, it’s not a link to a general blog page, the page isn’t spam.  The status or reliability of a pin is due to a pinners’ connection with their pins.

Pinterest users will only pin something if he or she plans to use it in the future.  For example, there is an application on Pinterest that is used by advertisers known as Pinbooster.  As one might expect, Pinbooster is a webpage dedicated to increasing a business’s pins on Pinterest.  In order to do this, Pinbooster recruits and pays avid Pinterest users to pin advertisements, products, etc. .  Although the recruits get paid to pin, research has shown that they will only pin what they are interested in even with the incentive of being paid!  Finally Pinners are more likely to purchase products through the use of Pinterest than any other form of social media (Facebook, Twitter, etc.).  In fact Shopify, a company who uses Pinterest to advertise their products, generated approximately 17% of their social media revenue!

Pinterest is the most popular way to find desired purchases through social media.  So why not try Pinterest?  With social media advertising’s low cost (free in some cases) and Pinterest’s new analytic applications and other advertising  applications

The following links are Pinterest resources for advertisers:

By: Shelley Mitchell (Intern)