Connect with us

Social Media

Debunking the top 3 myths about Pinterest

Because Pinterest is on everyone’s lips, there is a lot of misinformation floating around, so let’s set the record straight about the top three myths surrounding the visual bookmarking social network.

Published

on

Myth one: Pinterest is slowing down

There are some rumors out there that people are already losing interest in the visual bookmarking site, Pinterest.com, but it is not so black and white – it is part truth and part untruth. What is true is that the rate of growth is not what it was back in January, but the number of unique visitors to Pinterest in January 2012 was 2 million, which hit 4 million in March 20121. Pinterest is still growing, don’t listen to the hype that it is not. It has already lost the interest of the super early adoptive group that has to only use the latest, shiniest toy, but the rest of the world has flocked to Pinterest.

Myth two: Pinterest is for women

We have long written in frustration that men have been pushed away from Pinterest for several reasons. First, the site has a pink tint to it, and oozes appeal to women. Second, the first users who took to the site were women in the Midwest, so the content posted is often attractive to them, so at first glance, men open the site, see hair and nails and run without seeking out anyone with similar interests – just like Twitter began at the South by Southwest with only the geekiest of the geeky using the service, it did not remain a geek chic network, it went mainstream.

Third, and most importantly, bloggers continue to promote the stigma that Pinterest is for women – there are hundreds of posts on the topic, and infographics like this one that seeks to inspire men, but ropes them all into, “if all else fails, post hot chicks” category. Nice.

While it is true that in January, only 20 percent of all users were men, by March, that ratio increased to 28 percent1 – a rapid increase that cannot be ignored. The male population also depends on what country is focused on – in the UK, 56 percent of users are male, and the most popular topic is venture capital. So, the stigma is not permanent, and Pinterest is most certainly not just for women, regardless of the UI and what bloggers continue to perpetrate.

Myth three: Pinterest users are poor housewives

Although we’ve already addressed the gender issue, let’s address the income issue. It is a fact that Pinterest users have above average incomes, with 21 percent earning over $75k annually, and 29 percent bringing home between $50-75k1. Additionally, buyers referred from Pinterest are 10 percent more likely to buy something than visitors that arrived from other social networks1, which is a tremendous metric that simply cannot be overstated – that is a substantial amount of money.

The takeaway

The truth is that Pinterest, like any social network, is not fitted for every brand, it requires creativity and time, and it just doesn’t click for every person who gives it a try. Pinterest is still explosive in its growth, and users have money and are willing to spend it, be they the growing male population or the already enthusiastic female population.

Bonus: Pinterest humor

Also, because we like a good laugh as much as the next guy, here is one of our favorite Pinterest parodies:

Lastly, we welcome you to join us on Pinterest:

1 Tamba statistcs infographic

Lani is the Chief Operating Officer at The American Genius and sister news outlet, The Real Daily, and has been named in the Inman 100 Most Influential Real Estate Leaders several times, co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

Continue Reading
Advertisement
30 Comments

30 Comments

  1. Coy Davidson

    April 30, 2012 at 2:21 am

    Good point Lani, the plethora of social media blogs and so called consultants are so desperate for content they will write anything but mostly what everyone else is writing, if they think it’s the hot subject and will drive traffic.

  2. Amy

    April 30, 2012 at 1:00 pm

    Lovely article. 🙂

    Only one beef: “Join us on Pinterest,” yet no “pin it” button to share the article on Pinterest.

  3. Rob Cottingham

    April 30, 2012 at 4:13 pm

    Thanks for sharing my cartoon, Lani – and you’re absolutely right. Pinterest is no different from most other social platforms, in that sweeping generalizations about who is and isn’t using it are pretty much useless.

    And anyone who is thinking in those sweeping terms could stand to spend a little more time thinking about who their audience really is, and less on developing their “Pinterest strategy”.

Leave a Reply

Your email address will not be published. Required fields are marked *

Social Media

Facebook’s Résumé takes another shot at LinkedIn

(SOCIAL MEDIA) Facebook took another swipe at LinkedIn by introducing a new Résumé feature.

Published

on

resume On This Day load bob alice terrorism trends fine spam facebook advertising jobs earnings

Any job hunter is likely familiar with the little section somewhere during the application process where you’re asked to enter in social media information. Thankfully, Facebook is usually an optional field.

While I try to keep what the public can see of my social media profiles toned down enough as to not cause my grandmother to blush, I’m still not quite comfortable sharing my profile with prospective employers.

I’m sure many out there feel the same, and Facebook knows this.

Tinfoil hat theories aside, LinkedIn may be shaking in their boots as Facebook begins to advance their growth in the professional sector in their pursuit of social media domination.

Facebook has begun experimenting with a new Résumé/CV feature that works as an extension of your standard “Work and Education” section on a Facebook profile page, allowing users to share work experience in more detail with friends and family but most importantly: potential employers.

Luckily, the new Résumé/CV feature won’t be sharing personal photos or status updates, but will rather combine all the relevant information into a single, professional-looking package.

So far this feature appears to be rolled out to a small number of users, and it’s unclear when it will be officially launched, but this isn’t the first time Facebook has dipped their toes in the waters of the job sector, or took a jab at LinkedIn.

Several months ago, Jobs was launched, a feature that allows Business Pages to post job openings through the status composer, and keep track of them on their Page’s Jobs tab.

A Facebook spokesperson commented on the intent behind the new Résumé/CV feature, “At Facebook, we’re always building and testing new products and services.

We’re currently testing a work histories feature to continue to help people find and businesses hire for jobs on Facebook,” and so this is just the beginning of Facebook’s plan to become a one-stop-shop and create a more seamless way for people to find and get jobs.

Continue Reading

Social Media

Tag photos, connect with friends, order food?

(SOCIAL MEDIA) Facebook seems to be sprawling into every nook and cranny of life and now, they’re infiltrating food delivery.

Published

on

food delivery facebook

Facebook is now bringing you food! Although, no one was really asking them to.

In the age of Instagram and Snapchat, Facebook is attempting to transform into more than just a social media platform. They have partnered up with food delivery services to help users order food directly from their site.

They hope to streamline the process by giving users a chance to research, get recommendations and order food without ever leaving the site.

Facebook has partnered with their existing delivery services including EatStreet, Delivery.com, DoorDash, ChowNow and Olo in addition to restaurants to fast track the process.

The scenario they imagine is that while scrolling through the newsfeed, users would feel an urge to eat and look to Facebook for their options.

After chatting up friends via Facebook Messenger to ask for the best place to go, users would visit the restaurant’s page directly, explore their menu and decide to order. When ordering, you will have the option to use one of the partnered delivery services either with an existing account or by creating a new one.

The benefit is you stay on one site the entire time. With the time you save, the food can get to you faster, which is a plus for everyone.

Assuming that people already live on Facebook 24/7, this seems like a great update. If you like getting recommendations from your favorite social media resources, it’s even better.

The problem is that in recent years their younger audiences have dropped off in favor of other sites. Regardless of what they think, not everyone is flocking to Facebook for their every need.

My guess is that this service will benefit those already using Facebook, but is less likely to draw new audiences in.

Adding more services may not be the key to success if Facebook can’t refine their other features. They have already been criticized for their ad reporting practices, though they seem to fix everything with a new algorithm.

Facebook has continued to stray away from their original intent, and food delivery won’t be their last update.

Facebook wants to be everything, but not everyone may want the same.

Continue Reading

Social Media

Hate Facebook’s mid-roll ads? So does everyone else

(SOCIAL MEDIA) Those pesky ads that pop up in the middle of that Facebook video, aka mid-roll, seem to be grinding everyone’s gears.

Published

on

mid-roll

In an ongoing effort to monetize content, Facebook recently introduced “mid-roll” ads into videos by certain publishers, and it has now been testing that format for six months. If you aren’t a big fan of those ads interrupting your content consumption experience, you aren’t alone; publishers aren’t crazy about them either.

In a report on the program, five publishers working with Facebook’s new mid-roll ad program were sourced and all five publishers found that the program wasn’t generating the expected revenue.

One program partner made as little as $500 dollars with mid-roll ads while generating tens of millions of views on their content.

Two other partners wouldn’t specify exact revenue number, but they did acknowledge that the ad performance is below expectations. As far as cost goes, certain publishers mentioned CPMs between 15 cents and 75 cents.

That range is large because a lot of the data isn’t clear enough to evaluate their return on investment. According to the Digiday report, publishers receive data on total revenue, along with raw data on things like the number of videos that served an ad to viewers.

The lack of certain data points, along with the confusing structure of the data, makes it difficult to assess the number of monetized views and the revenue by video. For context, YouTube, as arguably the biggest player in video monetization, provides all these metrics.

Another issue is that licensing deals are cutting into margins. Facebook pays publishers, via a licensing fee, to produce and publish a certain number of videos each month. In exchange, Facebook keeps all money until it recoups the fee, after which revenue is split 55/45 between the publisher and Facebook.

While these challenges doesn’t change the fact that revenue is low, it does make it difficult to dissect costs in a meaningful way.

Why is revenue so low to begin with?

For starters, a newsfeed with enough content to feed an infinite scroll probably isn’t the best format for these kinds of ads. As a user, when I’m watching the videos and the ad interrupts the experience, I’ve always scrolled right on through to the next item on my feed. It’s a sentiment echoed by one of the publishers in the Digiday story.

Because of that, Facebook’s new Watch program, which creates a content exclusivity not found on the news feed, might produce better results in the future. Either way, Facebook will need to solve this revenue challenge for publishers, or they might pull out of the programs altogether.

Continue Reading
Advertisement

The
American Genius
News neatly in your inbox

Join thousands of AG fans and SUBSCRIBE to get business and tech news updates, breaking stories, and MORE!

Emerging Stories