In May 2014 a New York Magazine article written by Kevin Roose declared the following prediction: “As social networks go, Pinterest doesn’t get a whole lot of respect. Which will make it even more surprising when Pinterest eats its competitors alive.” Who would have imagined that an image pinning Web 2.0 site with 85% of it’s audience being female could possibly one day surpass the ever popular Facebook? According to the article Five Ways Pinterest Is Beating Facebook by Troy Ireland stated that 2014 holiday online sales increased. IBM Digital Analytics compared Facebook and Pinterest and discovered “Facebook referrals drove an average of $101.38 per order, while Pinterest referrals averaged $105.75 per order. One of the major strengths that Pinterest has over Facebook is the format; it is specifically aimed to sell products. This does not mean that Pinterest has conquered Facebook yet; but the future is looking promising. The article does however provide 5 specific ways Pinterest has already surpassed Facebook:
- Visual content marketing: The visuals on Pinterest are clear, clean and engaging.
- Shelf life: Pins last and are easily available forever. On Facebook, they are around for only a few hours (if you’re lucky).
- Intent to buy: If you’re lurking around on Pinterest, you are probably looking to purchase something. On Facebook you tend to be there for a conversation.
- Promoted Pins: Maybe the best tool out there for marketers.
- Large female audience on Pinterest: “Women on Pinterest are 30% more likely to shop or buy online than the average woman.
The validity of Pinterest is escalating and may become the most advantageous tool in the marketing arena for business. Only time will tell. ^JB