How to Turn Pinterest into a Revenue Generating Channel

How To Turn Pinterest INTO a Revenue Driven CHanneL 1 2 13 CANCEL CLEAR 8 9 %24 %24 %24 WHY YOU SHOULD Take PINTEREST SERIOUSLY? 20% 2012 2013 Between 2012 and 2013, more than 20% of U.S. adults use Pinterest more than Twitter or Instagram. 1/3 of U.S. women use 8% of U.S. men use Pinterest, up 25% Pinterest, up from 5% 71% 71% of Pinterest's user base is female. Customers spend more money when converted from a Pinterest referral than any other social referral. f Average order value for a Facebook, Pinterest conversion is in second-place, is $71.26 $80.54 70% of brand engagement on Pinterest is generated by users, not the brands themselves. Over 80% of pins are re-pins, which speaks to Pinterest's virality. 4 PINTEREST MINDSETS: The intersection of need and timeliness Pinterest experience can be broken down to a grid with 4 quadrants: Just looking . MaybeI could. I'm narrowing it down .. I know what I want. DEFINED NEED Maybe I could . I know what I want ... FUTURE PRESENT I'm narrowing it down ... Just looking. UNDEFINED NEED 1 2 3 4 Start by looking and browsing They find inspiration They narrow down their choices They decide Emotional vs logical driven behavior content sharing behavior: According to Nir Eyal from Psychology Today, Pinterest users only need to feel, not think, when pinning and sharing. How TO GET MORE engaGemeNT ON PINTEREST? Use multiple, dominant colors Images with multiple, dominant colors receive more than 3x the repins/image vs. single dominant colors. Avoid human faces Images shared by brands w/o human faces are repinned 23% more often. 3 Go with a spare background Images with < 30% background are repinned the most. Repins drop off 4x for images with > 40% background. Choose red, orange, and brown instead of blue Red, orange, and brown outperform blue 2:1 in repins. 5 Maintain moderate light and color and saturation Images that are 50% saturated have 4x more repins than images that are 100% saturated and 10x more repins than images that aren't saturated. WHAT IS THE OPTIMAL PInteresT Image Sıze? Dan Zarella did an analysis of more than 11,000 pinned images. 1200 Effect of Image Height on Repins ww 800 400 IMAGE HEIGHT IN PIXELS 5 9 13 19 23 27 31 35 39 Takeaway: Taller images are more repinnable. Vertical images are most definitely the preferred style on Pinterest. THe moST IMPORTANT FACTORS IN GETTING more PINTEREST FOLLOWERS According to an analysis of 3 million pins, 45,000 users, and 38 different engagement elements, the 3 most important factors in getting more followers: The number of The number of The number of users you follow pins you have boards you have PIntereSt'S MOST POPULAR CATEGORIES (and the differences between men and women) Women focus on fewer categories; their top 5 account for over 56% of all their activity. Men spread out their pins; their top 5 categories account for less than 40%. Food and drink was the #1 overall category for both men and women. Takeaway: Brands can use this data to figure out what type of content will best engage their potential customers on Pinterest. Popular Pinterest Categories 0.15 0.10 0.05 0.00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 CATEGORIES food, drink humor illustrations, poster I diy crafts I home decor holiday events I education Ioutdoors I quotes womens fashion I travel I geek I other I weddings I design I film, music, books I health, fitness I products I animals I science, nature mens fashion I cars, motorcycles hair beauty sports I art I celebrities I technology I kids I architecture history I photography I gardening tattoos Popular Pinterest Categories by Gender 0.2 FEMALE MALE 0.1 0.0 -0.1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 CATEGORIES food, drink 12. humor 23. illustrations, poster 13. holiday events 14. education diy crafts 24. outdoors home decor 25. quotes womens fashion 15. travel 26. geek other 16. film, music, books 27. science, nature weddings 17. health, fitness 28. mens fashion 18. products 19. animals 29. cars, motorcycles 30. sports design hair beauty 20. celebrities 9. art 10. kids 31. technology 32. history 21. architecture 11. photography 22. gardening 33. tattoos WHen are THE BEST TIMES TO PIN? During the day is 2 TO 4 P.m. At night is 8 P.m. TO 1 a.m. Eastern Eastern *These are guidelines based on statistics, so be sure to test this for your Pinterest efforts. There is no one size fits all answer. QUICKSPROUT CREATE . SHARE . IMPROVE MORE INFOGRAPHICS AT: QUICKSPROUT.COM REFERENCES Psychology Today - bit.ly/lySlj0L Curalate - bit.ly/1oY8djq Pew Internet - pewrsr.ch/VVUFK3 Pew Internet - pewrsr.ch/1r0dy9p Pew Internet - pewrsr.ch/VVUFK3 Wired - wrd.cm/107FRPA Digiday - bit.ly/ImcJg0d Dan Zarrella - bit.ly/Kggot8 Monetate - bit.ly/1HLFMyr Copy Blogger - bit.ly/1CQDIDV Search Engine Watch - bit.ly/1IFJOZ4 CC Gatech - b.gatech.edu/1FIEHIA RJ Metrics - bit.ly/PZtsVW Users CS - bit.ly/1f9rT2c Business Blog - bit.ly/lcpyfop Social Fresh - bit.ly/KHREZ0 PROPORTION AVERAGE REPINS PROPORTION : : 6 8 L 9 9 E