The behavior of Pinterest users is significantly different from the activity of the audience of Facebook, Vkontakte and other social networks. Marketers who plan to use this service to build a brand should understand and take into account its features. This will allow them to successfully attract the attention of potential consumers and engage them in interaction with the business.
In this article, you will find information about the study, which will help you understand the needs and behavioral patterns of Pinterest audience. After analyzing the results obtained by marketers, you can use the social service to promote your own business project, brand or product.Pinterest is a social network that allows users to post images and share them with other users. Pinterest audience "pins" images with buttons (pin) on the boards (boards).
Pinterest entered the market quite late - in 2010. It seemed that social networks had already divided the entire audience among themselves, and the new player had no chance. But, nevertheless, the project very quickly gained popularity and, for example, in the USA - this is now the third most popular social network (after Facebook and Twitter). Naturally, Pinterest came under the close attention of content marketers. However, in the global standings, the project is overtaken by such networks as Vkontakte and Tumblr.com by daily attendance.
Source of ideas
The marketing company Annalect published in early 2013 the results of a study of the influence of Pinterest service on consumer purchasing decisions (Pinfluence: From Pins to Purchase). According to company specialists, social media is being transformed at the moment. The social landscape is changing under the influence of visual services, which confirms the growing popularity of Pinterest and Instagram.
According to Annalect experts, this is due to the peculiarities of the human psyche - people perceive visual information 60,000 times faster than text. In addition, people get access to modern gadgets, allowing you to take a photo and publish it in a social network with the click of a button.
According to the study, 67% of Pinterest users use the service to find ideas related to shopping. Instagram, Twitter and Facebook are behind Pinterest on this indicator. In fact, this means that the service audience is actively looking for information about the products.
Marketing advice: publish visual content that meets the needs and interests of your target audience. To do this, you must create a general portrait of your consumer, as well as a portrait of a client using social networks.
What we do: Our main board on Pintereste is dedicated, as it is not difficult to guess, to content marketing. The main focus is on infographics, dedicated to both content marketing and internet marketing in general.
Brands are becoming more visible
Annalect experts report that two out of five Pinterest users are paying attention to brand content on other people's boards or on the main page of Pinterest. Thus, company boards are not the only distribution channel for branded content.
Marketing advice: Get the audience to share your content on Pinterest. Please note it must be branded. In addition, the content must be "pinable" - optimized for quick posting on Pinterest.According to Psychology Today, Facebook and Twitter users are significantly different from Pinterest audiences. Visiting the pages of friends, the first think: "What are you doing, what are you interested in, where have you been?". When visiting friends' boards, the latter ... don't think at all. Pinterest users respond to content emotionally, not rationally. Therefore, the publication should evoke an emotional response from the audience so that it replicates it.
Pinterest users study brand offers
Pinterest audience examines information about products and brands, published on friends' boards or on the main page of the platform. However, more than half of respondents polled by Annalect need additional incentives to subscribe to brand pages. Discounts and promotional offers remain the most powerful motivators for Pinterest users. This is not surprising, since the audience of other social platforms also most often subscribe to brand pages to learn about discounts and promotions.
Interestingly, 46% of Annalect respondents said that they are ready to subscribe to the brand page if the products they are promoting fit their lifestyle. Pinterest is looking for information on specific brands and products on other people's boards.
Marketing advice: publish attractive visual content showing your products. In addition, create visual user guides that will familiarize the audience with the capabilities of your products.
Pinterest buttons reflect user intent.
According to Annalect, three out of five Pinterest users are planning to buy a product when they pin it to their board on the net. And every fifth user actually buys an appropriate or similar product. Thus, the user's board is a de facto virtual directory of his future purchases.
Pay attention to the results of the research company Digitas and Curalate. It turns out that in 70% of cases, users themselves publish on Pinterest content related to products and brands.
Marketing advice: create content that the audience wants to pin on your Pinterest board. First, every fifth user who published a photo of your product will buy it. Secondly, other people will be more interested in your offer if they find it on the boards of other users.
Willingness of the audience to interact with brands across industries
Analysts Digitas and Curalate determined the audience’s willingness to publish brand content depending on the industry they represent. Experts have studied the experience of companies representing the retail and fashion industry, the automotive industry and the electronics industry.
Pinterest’s main difference from Twitter and Facebook is how users and brands share information. As noted above, in 70% of cases, Pinterest’s audience publishes and replicates branded content.
The diagrams present data by industry:
Digitas and Curalate specialists provided such useful data for companies working in the field of retail and fashion:
- 82% of photos of clothes and other products of the category "fashion and retail" are published by users, not brands.
- Photos pinned by brands receive an average of 46 repins per pin. Custom photos get 6 repins.
- Friday afternoon is the best time to post content related to fashion and retail products to Pinterest. At this time, recorded the lowest competition for the attention of users in this segment.
Automotive representatives will be interested in the following information:
- Users publish 75% of car photos and other products in the industry.
- Brands receive an average of three repins per pin, while users poop 10 repins per pin.
- Mid-day Friday is the best time to post content related to cars.
Companies operating in the electronics industry will pay attention to the following data:
- Users provide 53% of thematic content publications.
- Brands get 5 repins, and users 14 repins per pin.
- Monday morning is the best time to publish content related to electronics.
Marketing advice: Take into account the preferences of your target audience by posting content on Pinterest. Let your potential and existing customers easily share your photos on this social network.
So, Pinterest's audience uses this social network to study product information. Users more often notice branded content on other people's boards than on company boards. Usually the user Pinterest "pins" a photo of the goods on the board if he likes this product and he plans to buy it. Moreover, every fifth person actually buys a "pinned" item.
Users themselves publish product photos on Pinterest in 70% of cases. Audience pins usually get more reps than brand pins. Therefore, the main tool for promoting a brand on Pinterest is to create catchy visual content. It should be optimized for quick publishing to Pinterest using the appropriate sharing button.
Adapting the material Heidi Cohen How To Build Your Brand On Pinterest.