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10 Pinterest statistics marketers must know in 2019

Pinterest was the fastest standalone site in history to reach 10 million unique users in 2012.

Since then, the platform has maintained and grown the highly engaged audience that helped it reach that initial milestone. Pinterest users are also doubly likely to say their time on the platform was well-spent.

Pinterest usership remains strong as its audiences frequently turn to the platform for social activities that require more attention and focus, such as learning things through how-to posts or planning out boards for visual inspiration.

With more than 175 billion Pins to browse through, there are opportunities for every type of brand on Pinterest.

So, how useful can the platform be for your marketing campaigns?

Let’s check the Pinterest stats to find out.

1. Pinterest has 291 million monthly active users

As of the first quarter of 2019, Pinterest reported 291 million monthly active users worldwide. Over one third of Pinterest’s current monthly active users are from the U.S., so there’s room for international audiences as well. According to Pinterest statistics from the brand in 2018, about 80% of new sign ups came from outside the U.S.

On top of that, the channel has an awareness reach of 72% as of February 2019.

So, what does this mean for your brand? Simply put, Pinterest has potential for both local and global companies alike. With a little help from a tool like Sprout Social, you may even find out exactly where your audience comes from and tailor your content accordingly.

2. Women on Pinterest power buying decisions

As of 2019, 79.5% of Pinterest users are female, according to Statista. The male audience share has also increased over time from 14% in 2013 to 20.5% in 2019.

Considering the power of Pinterest as a platform for showcasing products, these demographics are significant. Women ages 25 to 54 make 80% of the buying decisions in U.S. households.

According to Pinterest, these “deciders” on the platform see Pinterest as a valuable part of their purchasing journey. On Pinterest, users plan ideas, visualize their future and strategize about their goals.

  • 83% of women on Pinterest use it to plan life moments, compared to 44% for Instagram and 53% for Facebook
  • 43% plan on getting their ideal home within the next five years
  • 1 in 2 plan on taking a vacation in the next 6 months

Moreover, these Pinterest shoppers invest in what they’re passionate about.

  • 52% use their platform to develop their knowledge of great food and drinks.
  • 70% use Pinterest to find accessories, watches and jewelry.
  • Additionally, another 52% of Pinterest users spent $500 or more on beauty products for over six months.

Simply put, if your company has a visual marketing strategy, Pinterest could be the place to let it shine as audiences turn to the platform for ideas on where to spend.

3. 50% of millennials use Pinterest every month

One out of every two millennials use Pinterest every month. Social-savvy millennials are used to planning their future and looking for new ideas on the platform, and they’re increasingly likely to buy the things they Pin. Forty-seven percent of millennials on Pinterest purchase something they interact with.

Fortunately for your strategy, most Pinterest users are all but passive consumers of content – more than 75% of saved Pins come from businesses. Combined with millennials’ tendency to research products on social before buying, brands have a strong opportunity to connect with their most interested and engaged audiences on the platform.

4. 27% of marketers are already using Pinterest

Data published in January last year found that 27% of global marketers are already using Pinterest for promotion.

For brands, educational content is particularly useful on Pinterest. People love shopping around for new ideas when there’s plenty of tips and insights to go alongside them. This channel is an excellent place for wedding brands, niche companies and more to show off what makes them unique.

Audiences are just as interested in discovery through Pins as well – 51% of women Pinterest users have found new brands just by browsing Pinterest.

5. Pinterest users actively research purchases

Pinterest isn’t a platform that only rewards great photos. Many users are are actively looking for information and inspiration.

Ninety percent of weekly users turn to Pinterest to help them make their purchasing decisions – either immediately, or when planning for later purchases. Additionally, 55% of Pinners log onto the site specifically to find products. These factors help make Pinterest nearly four times more effective at generating sales than other digital campaigns.

Even when your customers are walking around stores in-person, they’re still looking for help on Pinterest. Sixty-seven percent of users say they use their smartphone app when shopping in brick and mortar stores.

6. 78% of users say content from brands is useful

On most social media channels, it’s crucial to find the balance between promotional and engaging content. The good news is that since Pinterest is so focused on ideas and themes, you’re competing less with posts from your audience’s friends and family. More often than not, your followers are looking for your content.

The key to making the most out of this brand-loving audience is to figure out how to use Pinterest effectively. For instance, Pinterest Promoted pins often make up a valuable part of a user’s feed. Half of Pinterest users say they buy something after seeing a promoted Pin, and 78% say content from brands is useful.

Start by making sure that you’re creating content that’s relevant to your target audience. It’s also helpful to use Pinterest analytics or a tool like Sprout Social to determine exactly what your audiences are responding to.

7. 80% of Pinterest users access the channel via mobile

Like much of today’s online activity, there’s a growing demand for mobile access on Pinterest. Users prefer reaching the platform via their smartphones, specifically 80% of Pinterest users are using it on their phones.

For brands, this means that it’s essential to understand the needs of your users when creating content. Keep your material clear and easy to read on smaller screens. Remember to stick with high-quality images and the correct specs for the platform to make your pins stand out. With the right approach to Pinterest content, you can get your audience to stop scrolling and explore your brand’s content in depth.

8. The average time spent on Pinterest is 14.2 minutes

Pinterest statistics suggest that the amount of time you have to capture your customer’s attention is growing. The 14.2 minutes spent on Pinterest per session is a significant opportunity to earn your audience’s interest.

To make the most of the time that your audience is spending on Pinterest, make sure that your content is as engaging as possible. If you convince your customer to Pin what you’re sharing, then they’ll come back to it time and time again. They may even share your information with more users too.

Fitness company Gymshark used Pinterest to drive engagement with more than 1.8 million followers. The brand was able to adjust their tone of voice correctly to speak to their target audience and deliver the right message in a shorter amount of time.

9. By 2020, Pinterest ad revenue is projected to surpass $1 billion

The overall value of Pinterest is dramatically increasing, so if there were ever a great time to get involved with Pinterest, now would be it.

The reach of the platform has made it especially appealing to advertisers, as you’ve read with previous Pinterest stats covered here just how engaged users are and how much of an essential discovery tool it remains for planning and purchasing alike.

10. Travelers are 2x more likely to use Pinterest

When considering your Pinterest content strategy, consider reading up on the various trends compiled and shared by the platform itself. For example, in 2018, Pinterest found that travelers are two times more likely to use Pinterest over standard online travel sites.

Among the specific types of searches it found to be up year over year were the likes of “abandoned castles,” “less traveled islands” and “small town travel” among many others.

Outside of the travel space, Pinterest also broke down top trends for 2019 in health and wellness, hobbies and interests, momentous moments, food, home, men’s and women’s style, beauty and kids and parenting, giving brands from various industries a great starting point for the year ahead.

Time to get Pinning

This year’s Pinterest stats show that the users of the platform are dedicated shoppers, with a desire to dig into social content.

With tools like Sprout Social, companies can create highly engaging visual content that puts their brand in front of some of the most motivated shoppers.

Are you active on Pinterest yet? Let us know about your strategy in the comments below!

This post 10 Pinterest statistics marketers must know in 2019 originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Tales from the Trenches: How to Transition from Marketing Doer to Marketing Leader

I was roughly five years into my marketing career when I began managing my first direct report. It was the biggest challenge I faced yet. I was now being evaluated on the actions, successes, and failures of another person—and I also knew it was my responsibility to give them the support and tools they needed to have more successes than failures.

I felt as if I didn’t know how to influence, motivate, or persuade another person. But I was given the opportunity to try and to learn. I had a great group of bosses, mentors, and peers giving me advice, listening to my concerns or wins, and allowing me to make mistakes.

Quite a few years (and many direct reports) later, today I have a much better handle on how to manage a team. And as I’ve grown, I’ve learned that my job isn’t just to manage people, time, projects, or priorities, my job is to lead.

But it can be hard to make the transition from a “doer” to a leader. And the stakes are high. In fact, a recent study from TINYpulse found that nearly 50% of employees have quit a job because of a less than stellar manager. In addition, those who don’t feel recognized for their work are two-times as likely to be job hunting.

Whether you’re stepping into your first management role, moving onto middle management, or you have your eye on the CMO office, as a leader it’s your job to inspire, motivate, and grow a happy and high-functioning team. The insights below are designed to help guide you down a successful path to a fruitful career and happy, supported, and motivated employees. 

Tip #1: Understand the landscape

Whether you’re managing one team member or an entire department, you’ll be setting goals and playing an integral role in setting the marketing strategy your team is responsible for driving results with. But to do that, you must understand the broad and niche context in which your organization, department, or service line operates. This means getting to know your customers, prospects, and competitors more deeply, so you thoughtfully can guide and educate your team:

  • Seek out opportunities to hold monthly or quarterly one-on-one calls with your priority customers. Ask them what they value most about your organization or product, as well as where you can do better. 
  • Regularly research your competitors. Subscribe to emails, follow them on social media, and attend industry events where they might be speaking. This will give you unique intel that you can bring back to your team.
  • Get out of the marketing silo. Brainstorm with the sales team. Talk to your customer service team. These teams are intimately familiar with the challenges your customers and prospects face.

Tip #2: Set goals … and exceed them

Yes, you’ve probably be setting goals at all stages of your career. As an individual contributor, your goals were likely focused on what you could individually achieve. In a leadership role, you’re likely responsible for setting goals for your team that will ladder to corporate goals. If you are new to a leadership role, achieving goals that map directly to the success of the company, can be a quick win to build trust within leadership and grow your team and influence. 

  • Keep your goals top of mind. Discuss progress, roadblocks, and wins with your team, your boss, and other leaders. The more discussion around goals, the more likely you and your team are to remain focused and accountable on achieving them. 
  • Incentivize if you can. Big and small incentives can keep your team motivated to achieve their goals.
  • Make it a number. In my experience, setting and achieving a numerical goal has more impact on the organization and is generally more impressive than an accomplishment-based goal. For example, make the goal double MQLs, instead of rolling out a new marketing automation system. The marketing automation system is a stepping stone to reach the goal, not the actual goal. 
  • Set goals quarterly. Ninety days is long enough to achieve something big-ish, but short enough to keep you focused. We’ve found quarterly goals helps us track for the year and keep the team more motivated. 

[bctt tweet="The more discussion around goals, the more likely you and your team are to remain focused and accountable on achieving them. @Alexis5484" username="toprank"]

Tip #3: Focus on scalability

Once it’s time to step out of day-to-day execution and supervision and into leadership, you should focus more on optimizing and solving issues on a systematic basis, rather than local basis. When I was a new manager, I found myself constantly on the run putting out fires as they would pop up, instead of focusing on why it started and how to prevent it going forward.

  • Create make-sense processes. Identify the things your team does over and over again such as campaign launches, attending events, or adding new content to the website. These are replicable events that you can create process around and then optimize for efficiency, results, and so on.
  • Don’t feel like you have to stick to the status quo. Just because the marketing team has always had six copywriters, two content strategists, and an analyst, doesn’t mean that’s the ideal structure. Document the needs and functions of the organization and then map out the most make-sense roles to those needs. For the sake of the exercise, take the current situation out of it. You can employ a phased approach to get you from current situation to ideal. 

Tip #4: Shift the spotlight to your team

As you’re moving into leadership, you’re likely trying to build trust and show value to upper leadership, and it can be easy to lose focus on serving your team. Fostering a happy, well-functioning team is your top priority. Not only can you not do your job without them, but it is one of the best indicators of success to your boss and your boss’s boss. 

  • Shift how you find personal value from work. Most of us have moved into leadership, after being highly successful individual contributors and supervisors. As leaders, we must find more value from the task, result, or project we helped someone else achieve, rather than the work we did ourselves. 
  • Clear obstacles. Be transparent when you can; have your employees’ backs. These things build trust and create a secure, happy, and productive team. 
  • Cultivate the next round of leaders. Understand what your team wants to achieve personally within their careers within the next five or 10 years, and help them do that. As leaders, we should always be identifying and growing the team members who want to move to the next round in their careers. 

[bctt tweet="Most of us have moved into leadership, after being highly successful individual contributors and supervisors. As leaders, we must find more value from the task, result, or project we helped someone else achieve. @Alexis5484" username="toprank"]

Tip #5: Stay fresh on the job

At all levels of my career, I’ve found the best way to build trust with a team is to help them solve a problem. The more you understand your team’s job function, the more able you will be able to help them solve problems, innovate, and provide feedback to improve the function of their performance. 

  • Stay fresh. I find the best way to do this is to jump in and help execute from time to time. So, write a blog post or create the tactical plan. This keeps you from getting rusty, but also helps you empathize with your team and the challenges within their roles. 
  • Ask questions. Sometimes you won’t understand the details of what they’re working on, particularly if you’re leading a cross functional team. But ask questions. Help them look at the problem critically, and it’s likely you’ll guide them to their own answer. 

Tip #6: Be the leader

One of the toughest transitions from individual contributor to leader, is owning your role as the leader. For the first few years that I was managing a small team, I was more likely to be found deep in the weeds, doing the tasks I did in my previous job titles, than actually doing my work as a leader.

There were a couple reasons for this. It was comfortable doing the work; I already knew how to do it and I was good at. I also felt like I was most helpful to my team if I was helping them get the work done by actually doing the work. 

This was not true. See tip No. 3. You (and I) are most helpful to your team when you’re solving systematic problems, optimizing workflow and production, and creating a happy and secure work environment. If you’re always in the weeds, all you can see is the weeds. 

[bctt tweet="You're most helpful to your team when you’re solving systematic problems, optimizing workflow and production, and creating a happy and secure work environment. @Alexis5484 on being a #marketing leader" username="toprank"]

Tip #7: Keep learning

The leaders I am most inspired by inside and outside of my organization are probably the most voracious learners. Continuous learning through a variety of mediums will help you continue to evolve your skill set, bring in fresh ideas, and help you be inspired to test something new. Here are a couple of the resources that I go to:

  • Read: HBR is a go to for great content on how to lead, manage and shape a business. 
  • Listen: Dear HBR has a great Q&A format about navigating workplace challenges. 
  • Attend: Industry events are great for providing outside perspective, networking with other leaders and inspiring the evolution of your tactics. MarketingProfs is a great event for marketers.

Take Your Place at the Leadership Table

Each stage of your career offers a unique set of challenges and opportunities. The way in which you handle those situations—tackling them head-on or leaving them for someone else—has the potential to make or break your success in that position… and the one that may or may not come after. Keep these pieces of advice in mind as you work to build your team, your organization, and career as a leader.

Looking for more tips on how to inspire, motivate, and build a more effective marketing team? Check out our tips for getting your marketing team to work better together.

The post Tales from the Trenches: How to Transition from Marketing Doer to Marketing Leader appeared first on Online Marketing Blog - TopRank®.

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