Pinterest has gone through a lot of changes lately in the hopes of attracting marketers, including embracing native video advertising and finding better engagement through influencers. On that note, a WebPageFX infographic nails down several points when it comes why marketers should take pins seriously.
1. In just five years, Pinterest has become the third most popular social network in the United States, just behind Twitter and Facebook. The site has over 100 million users to its credit (with double the users over the past 18 months), and 80 percent of its overall audience comes from mobile devices. In that time frame, the site has generated more than 1.5 trillion recommendations, and managed to retain and engage with users two-to-three times better than Twitter.
2. Seventy percent of Pinterest’s overall users are between the ages of 16-to-34, and 56 percent of those are currently employed. Meanwhile, only 12 percent are unemployed, and 10 percent make up a student base. The big statistic is that 82 percent of Pinterest’s users are female. A majority of those users also share branded content nearly 150 percent more than those that are non-branded.
3. Pinterest has over one billion boards on its site, with 300 million – almost a third – devoted to fashion. Meanwhile, food and drink based board total 180 million; home décor has 130 million; and 30 million are devoted to education.
4. Purchasing is popular on Pinterest, as 89 percent of daily users said they bought something on the site , while 86 percent have used the site in stores to find specific products. Sixty-four percent of all users utilize Pinterest to see items they’ve pinned previously from store visits, and 33 percent of the overall user base follow some form of brand or business.
5. The hours between 8 p.m. and 1 a.m. seem to be a peak time for reaching a core audience. The hours between 2 p.m. and 4 p.m. is also a good time, considering most folks are either getting off work or relaxing at home. However, 5-to-7 p.m. is the worst time. There’s also a schedule as to when certain items should be posted on Pinterest, including food-and-crafts-related posts (Sunday), technology (Tuesday) and GIFs and humor on Friday.
The optimal posting time for holidays vary, but Christmas and Easter have the longest windows. Even smaller holidays like Mother’s Day and Father’s Day have about six weeks span in terms of advertising.
