Pinterest is a heavy hitter, and your business is up to bat
In September, Pinterest announced hitting 100 Million users. After roaring into mainstream and become a serious social media marketing channel, many companies are trying to identify the optimal methods to leverage the network’s traffic driving ability.
Analysis of use
In an effort to help marketers understand the trends of Pinterest user interaction, Quintly released an analysis report from the third-quarter of 2015. This report analyzes a sample set of 220 Pinterest profiles that included major brands and companies.
Up to 93% of interactions are re-pins
Kicking things off, Quintly found that people interact with Pinterest in a very different way than they do with Facebook or Instagram posts. Rather than commenting or liking a post, users Re-pin them.
Table: Interactions Per Pin-Type
Most frequently posted “pin-type”
The majority of pins are comprised of Regular and Article Pins, which make up 82% of all published. Products, Places, and Recipes Pins round out the list but play a relatively minor role in total pin postings.
Chart: Pin-types Used By Brands
Most frequently re-pinned posts
The idea behind using social networks is to amplify your business reach. To identify how much it amplifies, you must identify how often the different types of pins get shared. While making up only 9% of total posts, recipe posts are re-pinned 69% more often than the average of other pin types. Rounding out the majority are Product, Article, and Regular pin types.
This gives us a clue as to how most users utilize Pinterest – to gather information and ideas with the intention to purchase later.
Chart: Average Number Of Re-Pins Per Pin-Type
Putting the information to work
Consider shifting your strategy to include more recipes (if applicable), product, and article posts. Adopting a “Re-Pin” strategy that encourages users to save your pins for later helps amplify your marketing reach. Pinterest posts often offer a much longer lifetime than Facebook or Twitter and can be a powerful part of your marketing mix.