Is Pinterest a Good Marketing Opportunity?

Is Pinterest a Good Marketing Opportunity?

According to new estimates from eMarketer, the U.S. social network user base will reach 47.1 million in 2015. This is up 11.4% year over year but Pinterest is still lacking in users compared to social media giants such as Facebook, Instagram and Twitter. Yet eMarketer states that what it lacks in users it makes up with in marketing opportunities.

The eMarketer report analyzed Pinterest in 4 major categories:

  • Usage
  • Marketing
  • Advertising
  • Ecommerce

In 2015, Pinterest plans on starting a major advertising push. And while it doesn’t have the users that Facebook and Twitter do, it does have an attribute that other social media sites lack: users who willingly share their product/service preferences, plans and aspirations.

“[Pinterest’s] growth may be more limited than other services, simply because what you do on Pinterest—find and pin things that you like—isn’t necessarily something that large numbers of people may want to do,” wrote Debra Aho Williamson, principal social media analyst at eMarketer and author of the report.

More than one-quarter of U.S. social network users and 18.1% of Internet users will use Pinterest on a monthly basis this year. By 2019, eMarketer predicts that Pinterest users will grow to 59.3 million – nearly 30% of U.S. social network users.

And if your primary target market is females, then this is the social network to be part of. Females dominate the user base for Pinterest. While the male base is increasing according to recent forecasts, by 2019 males will barely crack 20% of the user base.

Currently, unlike its social media competitors, 70% of Pinterest users are located in the U.S. Only 15% of Facebook users and 30% of Twitter users are located in the U.S. This low usage internationally can represent a big opportunity for Pinterest or a long-term challenge if it can’t escape a US-centric image.

While Pinterest is still a social site it may end up competing more directly with Google and than Facebook and Twitter as it is used heavily as a platform for search. Between the images and the ability to follow pinners and boards, Pinterests results are distinctive and provide competitive value. “ Pinterest users are likely to be in a better frame of mind to receive advertising,” Williamson wrote.

Pinterest still has a lot of work and challenges if they want to become a major player in the digital advertising space but early results from advertising tests have been positive. Can it compete with the major players in the social media space? eMarketer reports that it can catch up if it quickly increases its user base, generates more international adoption and fills out its ad product suite.

About Alan Moore: Alan started his career in 1999 as an Marketing Consultant and is the owner of Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $3,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.

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