Whether it’s pinning thigh slimming workouts and salted caramel cheesecake recipes simultaneously, or unapologetically saving wedding pins, despite the fact that I’m years away from getting engaged, Pinterest remains one of my favorite internet pastimes.
Since Pinterest was introduced six years ago, it has become more than a just place to find DIY dog Halloween costumes. It has developed into an effective tool for retailers and marketers. Brands can use Pinterest to retarget customers in a number of ways. This includes curating target audiences based on their Pinterest boards, building campaigns around user interaction with pins, and showing specific promotional pins based on item categories the user recently shopped for on the retail site.
The impact of this is immense when you consider the recent growth Pinterest has been experiencing. The site currently has 150 million monthly active users, up 50% from last year. This growth rate puts it in the running to compete with social media giants like Facebook and Twitter. Pinterest has also increased its global reach, reporting 75% of new users registering from outside of the United States. Although women still make up the majority of active Pinterest users, men are steadily migrating to the site and account for 40% of new registrations worldwide.
Pinterest is unique from other social media sites in that it is discovery based and used for planning rather than sharing life’s moments in real time. Research reported that 93% of Pinterest users use the site to plan future purchases. The site made it even easier for users to purchase items when it launched “buyable pins” in January of 2015. Pinterest is becoming very intuitive in connecting users to what they are looking for. In November of 2015 the site introduced its visual search tool enabling users to upload an image and find hundreds of similar items. Due to recent growth, some retailers are allocating more of their budgets to marketing on Pinterest. Considering that each month there are 2 Billion Pinterest searches from people looking to do or buy things, advertising on the site seems like a wise choice.
….And for anyone that is still thinking about the salted caramel cheesecake mentioned earlier in this post, click here for the recipe!
Cohen, D. (2016, October 12). Pinterest adds retargeting options for pins, websites | SocialTimes. Retrieved from http://www.adweek.com/socialtimes/pinterest-retargeting-pins-websites/646036
The Daily Grind. [Photograph]. Retrieved from http://www.thegailygrind.com/wp-content/uploads/2013/11/B2JwEP6.jpg
Fumarola, F. (2016, October 11). Enhancements for even more targeted campaigns | Pinterest for Business. Retrieved from https://business.pinterest.com/en/blog/enhancements-even-more-targeted-campaigns
Koh, Y. (2016, October 13). Pinterest shows It can compete with Facebook, Twitter – WSJ. Retrieved from http://www.wsj.com/articles/pinterest-showing-it-can-compete-with-facebook-twitter-1476369000
St. Amand, W. (2016, October 5). How Pinterest is cracking the social commerce code. Retrieved from http://marketingland.com/pinterest-cracking-social-commerce-code-193131
Yeung, K. (2016, October 14). Pinterest’s Easter egg lets developers test their hacking skills | VentureBeat | Dev | by Ken Yeung. Retrieved from http://venturebeat.com/2016/10/14/pinterests-easter-egg-lets-developers-test-their-hacking-skills/