There are only so many hours in each day; and as marketers, we need to make sure every single one of those hours is spent wisely.
Unfortunately, Pinterest marketing doesn’t qualify – as these 7 Pinterest statistics attest to.
7. New Pinterest users are 2-3 times less active than existing users
Pinterest is growing more popular – but its new members are much, much less active. Followers, Shares, Likes and Pinterest’s own RePins are vanity metrics – engagement and conversion matter much more, and as statistic #1 is going to illustrate, interest lacks on both fronts.
6. 80% of Pinterest’s users are female
5. 30% are women aged 25-34 years old
4. 97% of the fans on Pinterest’s Facebook page are women
In case it isn’t clear, Pinterest is dominated by women. If your target audience consists largely of women, Pinterest marketing is a worthy avenue to explore – but for the majority of businesses with more diverse buyer personas, your efforts would be better spent elsewhere.
3. The top 3 interests on Pinterest are food and drink [11.9% of pins], DIY and crafts [9.2%] and home décor [5.9%]
Similarly, if your business specializes in BBQ, power tools or scatter cushions, Pinterest marketing might be a traffic-driving powerhouse. If you’re in a B2B business however, Pinterest users simply don’t care.
2. Pinterest has 7% of the active users of Facebook
Pinterest has 70 million active users – amazing right?
Well, no. To put that statistic into context, Twitter has 560 million users; Instagram, 150; 400 million for G+; 240 for LinkedIn; and 1 Billion for Facebook.
1. Pinterest marketing results in a 51% lower conversion rate than Facebook
Pins don’t earn your business any money – sales do, and with a conversion rate less than half that of Facebook, Pinterest marketing isn’t likely to be cost-effective. Pinterest users are also less engaged with brand – spending less time on-site, and on-page, than traffic fron other social networks.
Successful marketing relies on innovation, consistency and analysis – and there are some fantastic case studies that show Pinterest marketing can work. However, with a limited number of hours in a day, and a huge array of social media channels to spread our efforts across – I’d advise trying other channels first.
Looking for more content marketing statistics? Try these great posts:
- 50 Content Marketing Statistics That Will Influence Business Success in 2014
- 20 Mindblowing Content Marketing Statistics Explained, Part 1
- 20 Mindblowing Content Marketing Statistics Explained, Part 2