For brands, Pinterest may often be the overlooked cousin of Instagram, but the platform’s ability to seduce shoppers is nothing to be scoffed at. A new Millward Brown report confirms the digital scrapbook is a booming method for brands to entice new consumers.
In fact, according to Pinterest marketing manager Emma Dunbar, 93 per cent of users “have used Pinterest to plan for or make purchases and 52 per cent have seen something on Pinterest and purchased [it] online.”
The part Pinterest plays in purchase enticement affects the beauty industry in particular. Dunbar comments of the hair and beauty arena as categories “where Pinners are more likely to buy the exact product they’ve seen on Pinterest.” At present, 42 per cent of Pinterest users make a beauty purchase - 49 per cent online and 69 per cent in store.
B&T have long been supporters of brands using Pinterest for consumer engagement and brand recognition. They comment: “One of the best things about Pinterest is that it is uniquely suited to the online marketing requirements of most businesses.” B&T claims that for all referral traffic received by online retailers, 25 per cent had Pinterest origins, and the website can generate up to four times more revenue than Twitter with each click, making Pinterest a “goldmine for marketers”.
