Pinterest Overtakes Twitter as #2 Social Network for Consumers

January 09, 2014

Internet Retailer recently reported that Pinterest is now more popular than Twitter with U.S. consumers. This is a trend that retailers shouldn’t ignore. Facebook, used by 71% of the U.S. adult population, is still the most popular social network. But retailers should pay special attention to Pinterest since it differs from the other major social networks in a few important ways:

  • Pinterest is dominated by women. In fact, Unmetric reported in March 2013 that 93% of Pinterest users are female.
  • Pinterest is the network that is most friendly to businesses and retailers. It encourages users to “pin” images that link directly back to a retailers’ sites.
  • Users are actively looking for new brands and product ideas. In other words, retailers are the focus, not just an ad.

If your company is just getting started on Pinterest, don’t forget to read up on best practices. Many of these aren’t obvious to new users, but they can make a huge difference in the effectiveness of your boards. Pinterest offers a full PDF of its recommended best practices. But the unofficial tips from top pinners are just as helpful. Here are a few to get started:

  • First, use images that make your product or brand look great. It’s pretty obvious, but worth mentioning.
  • Use vertical images instead of horizontal images. These look much better in the Pinterest format and get more pins.
  • Don’t include faces in your image.
  • Avoid trademarks, watermarks, or anything that makes your image look to salesy. People don’t tend to repin images that look too much like a sales or marketing brochure.

Sites like Chief Marketer, the HelloSociety Blog and the HubSpot blog have some great tips for companies marketing via Pinterest. Unmetric published a great infographic full of Pinterest facts and stats. It’s a few months old, but given Pinterest’s recent surge over Twitter, it’s worth reposting. Would you have guessed that the brand with the most followers is L.L.Bean, or that Lowe’s is in the top 5? These brands are very different, but both have successfully used the site to tap into interests of their customers and followers.