7 Statistics that Prove Pinterest Marketing is a Waste of Time

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.

[Sources: 1 2 3]

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.

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