Pinterest for Your Business? Some Facts Behind the Hype

A while back, we broke down Jason Demers’ take on The Top 7 Social Media Marketing Trends That Will Dominate 2014, giving you our pick of the trends we thought were worth taking a look at. However, there was one trend that we didn’t cover: Pinterest.

Pinterest, the pinboard-style photo-sharing website, has been making waves recently in the social media world. And while it may not beat out Facebook anytime soon, it’s proving itself to be a formidable competitor of the social media giant.

So today, we’re going to give you some statistics about the social media platform in order to get you thinking more about whether or not your company should make the jump into the world of Pinterest.

Here are some key facts:

  • Pinterest is now the leader in the e-commerce sharing: According to a survey conducted by Gigya, a company that tracks social logins, Pinterest is the leader in e-commerce sharing, accounting for 41% of e-commerce traffic, beating out Facebook (37%) by about 4%.
  • Pinterest drives more than twice as much e-commerce as Facebook: Research from RichRevelance, a company that offers personalized shopping experiences for major brands, shows that Pinterest shoppers spend $140 to $180 per order, compared with the $60 to $80 on Facebook. RichRevelance also found that Pinterest accounts for 25% of retail referral traffic.
  • An infographic by the Social Annex shows that 10% of all Pinterest users are more likely to make a purchase compared to any other social media site. The average number of brands followed by Pinterest is 9.5, compared to 6.9 for Facebook and 8.5 for Twitter.
  • Semiocast reports that Pinterest has 70 million users and more than 70% of them are in the U.S. Among users registered before June 2013, 31.8% (20.9 million) users pinned, repined, or liked an image or video in one month. Though that rate may seem very low, Semiocast reports that it is actually higher than what they found on larger social networks. More than 50% of users connected to Pinterest in the past 4 months.

What this means for you:

Falling for the hype can be dangerous–especially if you’re already feeling overwhelmed when it comes to managing social media–and is something we never want to advocate. This info is here simply to give you a better idea of what Pinterest can do.

Although falling for hype can be dangerous, in the competitive job market we see these days, it can never hurt to try new things for your employer branding.

Will Pinterest completely change the way that you’re perceived as an employer? Probably not–but it may be worth giving it a shot if you think that it can contribute to the rest of your efforts to market your company as a great place to work.