Pinterest has never been on par with the sheer size or scale of Facebook or Twitter. It only has 200 million active users every month. But the company has slowly built eCommerce into its platform. It also is establishing itself as a discovery network and a resource for ideas.
To highlight how marketers can benefit from it, Pinterest has released a new commissioned research of more than 1,500 users. The study aims to gather more data from Pinners on why and how they use the platform, and how their shopping decisions have changed since using Pinterest.
The latest figures prove the value of Pinterest for brands that tap into its trends.
Love Your Social Network
First, the company found that 59 percent of its weekly users love Pinterest, whereas Facebook at 48 percent and Snap at 38 percent have lower ratings.
While it has a smaller userbase than other social networks, Pinterest has better influence on its users and is part of their shopping decisions.
Be Your Best Self
The study shows 61 percent of respondents check Pinterest for ideas on how to be their best selves. Google came in second in this component with 40 percent.
Pinterest’s advantage over other social platforms is that Pinners have clear goals in mind—to check for ideas and inspiration. Pinterest CEO Ben Silbermann believes his company is a visual discovery network, not a social network. One where users connect with ideas of products and items that they want in their lives.
A Compendium of Ideas
Another part of the study shows that 72 percent of respondents use Pinterest to discover ideas about hobbies and daily life. It nearly doubles that of Google users.
While Pinterest’s search queries are but a fraction of Google’s volume, it focuses more on search behavior than social engagement.
Some respondents say they are using Pinterest as their default search engine. With visual Pins and diverse searches, user engagement is on all gears.
Here are a few insights from the study:
- 40 percent of respondents create boards for beauty products they want to buy, while 67 percent search how to create new looks
- 52 percent of respondents search or create boards for cars they want to buy, while 67 percent search for tips on car accessories and modifications.
- 42 percent of respondents buy recipe items on Pinterest, while 76 percent create boards or search for daily meals.
The study also checked how Pinners treat ads. The researchers found that 73 percent of respondents considered brand content—organic or Promoted Pin—valuable.
From Pinners’ Discovery to Sale
In addition, 61 percent of respondents found new products or brands from Promoted Pins, half of which closed the purchase after seeing the items.
While most readers will take commissioned studies with a grain of salt, it only makes sense that Pinners see value in Pinterest ads. The company is refining the platform’s ad tools to align with audience interests.
The study highlights why Pinterest warrants more attention and consideration from brands and marketers. And rightfully so, with the platform having the highest purchase intent among users against other social networks.