Pinterest has been getting a lot of well-earned attention lately for the care with which they are creating their marketing opportunities. Right under our noses, they’ve been creating new ways to discover apps, experimenting with new ad units and really driving user growth, especially among male users.
The social network is doing a lot to overcome its perceived marketing hurdles, the biggest of which is the number of users and penetration. Have users Marketers definitely take note there.
“[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,” Debra Aho Williamson, principal social media analyst at eMarketer, wrote in the report. “[But] in a year when marketers are starting to worry about ‘dark social’ platforms where most conversations are private, there’s a polar opposite—Pinterest.”
New data from eMarketer shows that Pinterest will see 47.1 million users this year, which is a hefty 11.4 percent increase year over year, which isn’t surprising as the Pew Internet Research Project ranked Pinterest as the 2nd fastest growing social platform just behind Instagram. This means that more than a quarter of total social network users in the US will be on Pinterest, with almost as many using it on a monthly basis. When put in that perspective, it is understandable that there’s a flurry of interest.
It may surprise you that while Pinterest has the reputation of being a mostly female platform that the network sees equal gender splits in India, South Korea, Japan and Brazil. The company is on track to see that 20 percent of its users is male by 2019.
“Pinterest has a lot of work to do to become a major player in digital advertising. Early results from its advertising tests have been generally positive, and its user interface has been a defining and differentiating characteristic for the platform since it exploded onto the scene in late 2011,” says eMarketer.