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Is Pinterest really a useful marketing tool?

17/09/2013

Any marketer worth their salt will already be using Facebook, Twitter, Instagram, YouTube and LinkedIn to promote their brand to a mass audience, but are there other sites that they are perhaps missing out on?

One platform that is particularly intriguing is Pinterest.

Of those who have heard of the site, many believe it is the sole preserve of women who want to show off images of their latest baking exploits and it is easy to see why this stereotype has stuck.

A study by Vision Critical recently suggested that 83 per cent of Pinterest account holders are female, which is far higher than Facebook (57 per cent) and Twitter (46 per cent).

However, when it comes to driving conversions, the photo-sharing website more than holds its own with the social media giants. Indeed, the same study indicated that Pinterest is the social network that is most likely to lead to spontaneous sales, whereas Facebook and Twitter users were deemed to be far more likely to buy goods that they have already been researching elsewhere.

In addition to this, statistics published by Semiocast in July 2013 showed Pinterest surpassed the 70 million global user mark this summer, which will certainly surprise more than a few people.

There have been signs to suggest the social network is expanding its reach outside the US - which accounts for 71 per cent of total users at the moment - with former Microsoft, ShopStyle and Amazon marketer Sarah Bush becoming the company's first employee based in the UK.

The firm claims that more than one million posts are made on the site from the UK each day, so Ms Bush - who has assumed a country manager role - will certainly be kept busy.

Although the site has a long way to go before it attracts the same level of attention as the likes of Twitter and Facebook, it is clear that Pinterest shouldn't be discounted as a valuable marketing tool.

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