As the pandemic stopped us from going out, it saw more of us than ever on social media. In June 2020 alone TikTok was downloaded 87 million times worldwide and Instagram saw 503 million downloads across the whole year. In a similar league, image sharing social platform Pinterest saw more than 100 million users sign up to the app during the pandemic, which takes them up to 478 million active users globally – 19 million of those being in the UK.
While you might not think of Pinterest as one of the big boys in social media when lined up next to Instagram and Facebook, they do have regular feature updates to keep up with the heavy hitters and recently included Shopify integration to make the app more shoppable with its users. Unlike Facebook and Instagram, 44% of people who use Pinterest (AKA Pinners) have a high purchase power and 54% use the app with a specific purpose of looking for inspiration for things to buy.
Food and beverage is Pinterest’s biggest vertical with 7 million users regularly interacting with food content and 59% of British Pinners are responsible for food shopping in their household who are more likely to buy brands they’ve seen advertised on the platform. Historically, women have always outranked men on Pinterest, but in 2020 the number of male Pinners increased by nearly 50% as well as the number of Gen Z users that grew by 40% in the same year. What many people might not realise is that 95% of the top searches on the platform are completely unbranded, which shows that Pinners are open to discovering new products and ideas.
There is merit for brands who have strong visual assets to build an account on Pinterest, especially in sectors like interiors, fashion and food where Pinners come for inspiration. However, as with all social platforms, it’s only worthwhile if you put enough time and budget behind it to make it a success. If you don’t have the right tools to invest in a feed, then advertising is a good alternative route.
For many, Instagram and Facebook might be at the top of the list when it comes to social advertising, but it’s also worth thinking about what Pinterest can do for your brand too. One in three Pinners agree that promoted grocery pins are informative, 50% feel positive towards promoted grocery and household pins and half of Pinners in the UK agree that the app has inspired them to try a new household product. From an advertising perspective, it’s helpful for marketeers that the recent iOS changes haven’t affected Pinterest as much as other social channels as it already has strong in-platform targeting.
With Pinners more likely to discover brands and purchase through Pinterest, it’s a channel that should be thought about carefully for advertising. With its strong in-platform targeting and receptive users, it’s worth including within your social media strategy – and one that could pay off better than some of the other channels you’re already advertising on.
If you would like to discuss how Pinterest can benefit your business, drop us a line: hello@stormcom.co.uk.
