Forget about DYI, recipes, outfits ideas and motivational quotes. In the market for over 11 years now, Pinterest has become a an incredibly hot social platform for marketing and advertising. Companies have found that the perfect space to advertise products and services is the one where everyone is seeking inspiration, rather than scrolling through feeds or watching what others are doing.
Pinterest is a Visual Discovery Engine. Think of it as a Google, but instead of links and text being displayed on your screen, you are shown images and videos when searching for a term. Those images and videos have links that take you to websites, blogs, e-commerce, other social networks, etc. By visually engaging users, Pinterest has become the leading social platform in driving referral traffic to sites.
In 2020, the platform gained over 100 million active users, its biggest growth since it was launched in 2010. Pinterest has now over 455 million monthly active users, more than 50% of them being outside of the United States. According to the Pew Research Center, Pinterest comes fourth in most used social media platforms in the US. Around 28% of the people in the country say they have used it before.
WHO IS ON PINTEREST?
Women make up more than 60% of the presence on the platform. But recently, men, Gen Z and Millennials are driving Pinterest’s fastest growth. These demographics grew 40% in 2020.
When it comes to advertisement audience, women aged 25-34 represent 30.4% of the users. Men from the same age group make up 6.2%.
WHAT DRIVES PEOPLE TO THE PLATFORM
The company aims to be a positive space for users. According to recent reports, 8 out of 10 people using Pinterest say the platform makes them feel positive. Through this positivity, users are more likely to trust brands who are engaging in that environment.
For people who prefer to search images, Pinterest has become a favorite. 93% of the users say they are more likely to purchase something if they can easily access it through an image search function. However, 97% of searches don’t have brand names. Brands capture shoppers’ attention by sharing useful and solution-driven content to a target audience.
According to e-commerce platform Shopify, 98% of the users said they try new things based on their Pinterest searches.
WHY SPORTS TEAMS SHOULD USE PINTEREST MARKETING
A study published by Pinterest shows that 64% of the participants chose the platform as the go-to when it comes to look up new products and services they can trust. Shoppers are spending twice as much time on Pinterest than other platforms. The company keeps increasing its shopping ad revenue, and 6x more businesses are using shopping ads on the social network.
This is the perfect space for sports teams to connect with fans by sharing visually appealing content that inspires while advertising new products and running merch campaigns.
Since the pandemic, Pinterest now has a shopping tab on the brand’s profiles that allow users to research and buy products on the platform. Companies like Nike, Adidas and Apple are taking advantage of Pinterest’s tools to increase their revenues. Nike has over 800 thousand followers, but when it comes to monthly views on its profile, it surpasses 10 million. Pinterest’s reach can go beyond the number of followers an account has to engage with a broader audience.
LEARN FROM THE BEST
On its website, Pinterest shares successful business stories that go from Samsung to Ikea to State Farm. The insights from industry leaders are helpful to understand better advertisement practices on the platform, especially to run prosperous campaigns.
For instance, Samsung did a video campaign on Pinterest that led to an increase of 25% on product awareness and 23% on purchase intent. Additionally, Häagen-Dazs ran a campaign in 2019 targeting ice-cream lovers prior to the beginning of summer. The results were 2x the return on ad spend and 3% increase on sales.
THE MISSING PIECE
Sports teams keep sleeping on Pinterest. From the 32 NFL teams, only the San Francisco 49ers have an official account – but even they haven’t posted in a year. Meanwhile, the NFL has their official store account on the platform with over 2.5M monthly views. Looking to the NBA, the Miami Heat have just started posting merch advertisements in partnership with Court Culture. The products target women, who make up most of the users on Pinterest. The Miami Heat is also the only NBA team on the platform.
The numbers are even smaller when it comes to soccer. None of the teams in MLS are on Pinterest, including the league itself. From the most popular soccer teams in Europe, only Manchester United and Liverpool have accounts, but they haven’t posted in years.
A post on Pinterest has the longest lifespan of all social media networks. A tweet starts losing engagement after 15 minutes, an Instagram post can live up to 48 hours, but a “pin” engages well for 4 months or more. The NBA official account on Pinterest is an example of that. Even though they haven’t posted in 5 years, they still receive around 5.5M monthly viewers.
While other networks keep depending on followers for engagement, Pinterest has an audience ready to save, comment and purchase. Now it is up to sports teams – and leagues – to take advantage of that.
Every year, Pinterest releases a report on their trend predictions for the following year based on “pin” activities. According to the platform, 8 out of 10 of their predictions for 2021 came true. Since 2022 is around the corner, the platform has released a list of 35 trends for users and brands to pay attention to. Some of the key topics involve wellness, travelling and fashion.
In addition, the social network will provide personalized trend predictions to users, highlighting for the first time what can be relevant to each individual. Those reports will be helpful for brands and companies to build a marketing strategy for Pinterest.
As one of the most popular social networks in the United States and the world, with a growing audience and the leader on traffic referral, Pinterest keeps giving businesses – and sports team – reasons to start investing in Pinterest marketing, especially when it comes to visual appealing advertising.
Without competition, there is a clear path for sports teams to grow and engage a newer audience that they may not be able to reach on other platforms. We will be watching who is capitalizing on it – and who keeps sleeping on Pinterest.
To stay ahead and engaged with the next generations of fans, connect with SPORTFIVE and learn more about our digital offerings at firstname.lastname@example.org