Pinterest is becoming increasingly important in online marketing. Here is a collection of interesting fact supported by research and studies that reveals Pinterest's potential for online marketing and in luxury brands.

1. You’ve
got to
love
Pinterest
Because your consumers do.

2. The social media site Pinterest is like no other. It works
like a virtual pin board, where users in the community
can ‘pin’ photos they find online and organise them into
different collections, such as ‘home’ and ‘fashion’. Users
can follow each other and ‘re-pin’, ‘like’ and comment on
other user’s pins.
23.4 million
users in the US were
gained in the site’s
first 2 years.
02

3. Since its launch in March 2010, Pinterest
has shot to the forefront of the internet at an
unprecedented rate. In two years the site gained
23.4 million users in the US alone, and now has
an estimated 70 million users worldwide.
70 million
people are using
Pinterest worldwide.
03

4. 04
Cont
ents
Buying Online .... 05
Pinterest’s Purchasing Power .... 07
Pinterest for Businesses .... 10
How does Pinterest persuade purchases? .... 12
User-friendliness and hospitableness .... 13
Visual Merchandising .... 15
Trust and Endorsements .... 17
Persuasive Language .... 21
Pinterest for Luxury Brands .... 22

5. Buying
Online
Social media is having
an enormous influence
on consumer behaviour.
Consumers are increasingly
using the internet to discover
and purchase products from
their laptops, mobiles and
tablets.
This Nielsen report suggests
that as many as 70% of active
online social networkers shop
online, and 53% follow brands.
Furthermore online inspiration
drive offline purchases,
especially when it comes to
making a decision between two
brands.
05

6. A study conducted by Vision Critical that
was featured in Harvard Business Review found that 29% of Pinterest
users have purchased something after pinning or re-pinning it.
06

7. One reason for this is that Pinterest is trusted by its users.
According to data from BlogHer, 81% of female Pinterest
users trusted the website for information and advice - which
is more than on Twitter and Facebook. In fact, Pinterest has
more buying power than any other social network apart
from LinkedIn, according to research by Business Insider,
with users buying more items, more frequently.
Pinterest is responsible
for driving more sales to
retail websites in the US
than Facebook, according
to a study of social media
traffic by Bottica, an
online fashion retailer.
Pinterest’s
Purchasing
Power
07

8. 08

9. According to data from a study conducted in
2013 by Wishpond, a social media company,
pins that include prices get 36% more likes than
those without, and 69% of online consumers have
found an item they’ve bought or wanted to buy,
compared with 40% on Facebook.
The interesting study also found that customers
who are referred to a company’s website via
Pinterest spend 70% more money than visitors
referred from non-social channels.
Another noteworthy statistic is that 43% of
people prefer to associate with retailers or brands
on Pinterest, compared with 24% on Facebook.
09
36%
of pins receive
more likes if they
include a price.

10. Pinterest
For
Business
10

11. The visual cues that are rife
on Pinterest are an easy
way to persuade customers,
especially because many
users approach the site with
a shopping mindset.
But this isn’t the only
way Pinterest can benefit
businesses. “Most small
businesses are not doing a lot
of ecommerce, but there’s still
an SEO value,” says Marketing
Land and Search Engine Land
editor Greg Sterling. By being
active on Pinterest, businesses
can also improve rankings on
search engines.
11
Pinterest has become an
indispensable tool for
many businesses looking
to drive sales and connect
with customers.

12. How does Pinterest
persuade purchases?
12

13. User-friendliness
and hospitableness
According to this infographic by
analytics company KISSmetrics,
42% of shoppers base their
opinion of a website on its overall
design, and this influences their
purchasing decisions. It says that
52% wouldn’t return to a website
if they didn’t like its aesthetics.
Another study by tech blog
Technorati.com says consumers
are much more influenced by
websites where they’re sharing
information, learning from others
and discussing ideas with users
who have similar interests.
13
42%
of shoppers base
their opinion of a
website on its
overall design.

14. Another infographic by Vision Critical says that
43% Pinterest users would buy something because
it provided additional product information and
identified a place where they could purchase it.
All of these factors are Pinterest down to a
tee. Products on Pinterest can have additional
information and pricing, Pinterest’s layout and
design is very user-friendly, and it has a great
sense of community.
43%
of Pinterest users would buy
something because it provided
product information and a place
where they could buy it.
14

15. One way to look at how Pinterest
influences spending is to look
at in-store visual merchandising
techniques and how they influence
customers’ purchasing habits.
One of the aims of visual
merchandising is to take the
stress out of shopping by helping
customers to see product options
in visually straightforward ways.
Similarly, Pinterest photos can
be organised into categories and
displayed in a visually-pleasurable,
yet straightforward, way.
Visual Merchandising
15

16. 70%
of brand engagement on Pinterest
is generated by users, rather than
brands, according to OfferPop,
a marketing agency.
16

17. Trust and Endorsements
A study by Digitas LBi , a
digital agency, shows that
72% of consumers trust
online reviews as much as
personal recommendations.
A ‘re-pin’ on Pinterest lets
others know a user likes a
product, and this influences
other users’ likelihood of
buying it.
17

18. 18

19. Not only does such a high percentage of online shoppers trust
online reviews, but OfferPop points out that 74% actually rely
on social media to help their online purchasing decisions.
Being active on Pinterest can help
businesses gain indispensable,
influential brand advocates.
Pinterest is a trusted site where more users would prefer to
associate with a brand than they would on Facebook. Perhaps
they feel that brands use Pinterest in a more creative way
and with less of a sales approach than on Twitter or Facebook.
Brands can create mood boards on Pinterest, giving customers
insight and not just selling its products.
19

20. Pinterest users share
what they covet, lust
after, and find visually
appealing.
This alone is the perfect
setting for a business.
20

21. 21
The most commonly used verbs on Pinterest are ‘want’,
‘use’ and ‘need’, according to a publication by Georgia
Institute of Technology and the University of Minnesota,
which are the exact words that online shoppers want to
see. It also reflects what is at the heart of Pinterest and
what drives it.
Persuasive Language

22. 22
Pinterest For
Luxury
Brands

23. Pinterest is a visual network reliant on images. It is the
perfect setting for luxury retailers, with its inspirational,
aspirational nature and language. Also, this study about
social media and luxury goods reveals, among the highest
percentage of online consumers are affluent – the very
customer who is interested in luxury.
Pinterest’s users find and pin products they find visually
appealing and aspire to own, using a highly visual layout.
Therefore, users are more likely to pin a beautiful piece of
jewellery than a £5 pair of leggings.
Luxury brand Sephora, for example, uses Pinterest to
engage with followers. Its boards include ‘how-to’, ‘what’s
new’, ‘PRO tips’ and much more. It says that its Pinterest
followers spend 15 times more than Facebook fans.
23

24. “The reality is that when you’re in
the Pinterest mindset, you’re actually
interested in acquiring items”.
Julie Bornstein
Sephora’s head of digital
24

25. A buying mindset, coupled with a website based on
visuals and aspirations, makes it almost impossible
for luxury brands to ignore Pinterest as an effective
marketing channel.
22

26. At coANDco we have developed a simple
method to determine if Pinterest is suitable
to leverage your business:
What are the opportunities?
What does the competition do?
Where are the “low hanging fruits”?
Integrating Pinterest in any
existing assets / websites.
Please leave your details here and we will be in touch.
(P)interested?
1
3
2
Strategy
Creating a content strategy,
sourcing the content and
publishing it.
Content
Integration
23

27. 24
Sources
www.mediabistro.com/alltwitter/nielsen-social-media-q3-report_b13637
www.visioncritical.com/social2sale
www.econsultancy.com/blog/9803-pinterest-drives-more-sales-than-facebook-stats
www.businessinsider.com/buying-power-of-pinterest-users-second-only-to-linkedin-says-comscore-2012-6
www.socialfresh.com/pinterest-users/#%21
www.blog.kissmetrics.com/color-psychology/
www.pamorama.net/2013/03/14/blogs-influence-consumer-spending-more-than-social-networks/
www.entrepreneur.com/dbimages/article/friend-follow-like-buy-infographic_1.jpg
www.ehow.com/info_8356014_visual-merchandising-influence-sales.html
www.offerpop.com/resources/blog/why-pinterest-marketing-makes-sense-for-your-brand/#.UuAXcxBFDIU
www.searchenginejournal.com/how-social-media-is-changing-the-seo-industry/63060/
www.offerpop.com/resources/blog/why-pinterest-marketing-makes-sense-for-your-brand/
www.cc.gatech.edu/~sbakhshi/gilbert.chi13.pinterest.pdf
www.sproutsocial.com/insights/promoting-luxury-goods-on-social-the-experts-share-the-secret/

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