How Pinterest Became a Conversion Powerhouse for Marketers
Pinterest, with its predominantly female audience (68%), has proven to be an incredibly effective platform for driving consumer action. Unlike many other social platforms, Pinterest users—or “Pinners”—are actively searching for ideas and products to buy for themselves or others, making them highly valuable to marketers.
Here are some key insights into Pinterest’s marketing potential:
1. High-Income Audience
- 25% of Pinterest users have annual incomes exceeding $100,000, making them a lucrative target audience with significant spending power.
2. Superior Conversion Rates
- Pinners convert at 2X the rate of users from other channels.
- Jake Kassan, CEO of MVMT Watches, experienced this firsthand when marketing through Pinterest. After promoting their Pins, the brand saw:
- A 10–20% increase in sales, even after pausing the Promoted Pins, thanks to the content going viral organically.
3. Cost-Effective Email Acquisition
- Pinterest isn’t just about direct sales—it’s also a powerful tool for lead generation.
- Cody Lister of MarketDoc used Promoted Pins to drive traffic to a blog post featuring opt-in forms. The result?
- He acquired email subscribers for less than $0.50 each, an exceptionally low cost for building a high-quality email list.
Why Pinterest Works So Well for Marketers
- Intent-Driven Audience:
Unlike users on many social platforms who are passively scrolling, Pinterest users are actively searching for inspiration and ideas. This makes them more likely to engage and convert. - Evergreen Content:
Pins have a longer shelf life than posts on platforms like Instagram or Twitter. Viral Pins can continue driving traffic and sales long after the campaign ends. - Visual Appeal:
Pinterest’s visually rich format makes it perfect for showcasing products, ideas, or services, capturing attention and driving action.
Takeaways for Marketers
- Leverage Promoted Pins: Use Pinterest’s advertising tools to amplify your reach. Well-designed Pins can go viral, creating a compounding effect on traffic and sales.
- Focus on Lead Generation: With low-cost lead acquisition, Pinterest is an excellent platform to grow your email list.
- Create High-Value Visual Content: Pins that are visually appealing and informative tend to perform better. Consider using infographics, product visuals, or step-by-step guides.
Pinterest has evolved from a digital inspiration board into a conversion powerhouse, delivering measurable ROI for brands. With its unique audience and proven results, it’s a channel no marketer can afford to overlook.
Source: mashable.com