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Pinterest Bolsters Social Commerce Sell With New Research Findings

Business

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New research commissioned by the platform aims to double-down on its ability to turn ideas into action.

Pinterest and its 200 million users might not have the scale of Facebook (2 billion+ MAUs) and Twitter (330 million MAUs)—but the platform is making a case as the leading platform able to turn inspiration into ringing cash registers for brand partners.

To prove its seriousness in becoming the lead player when it comes to social commerce, Pinterest partnered with research firms db5 and Colloquial Insights to survey upwards of 1,500 Pinners on their usage and behaviors within the platform. The study was designed to shed light on user intent and the impact Pinterest has on Pinners’ day-to-day life decisions, including purchases.

Here’s a breakdown of some of the key findings from the study:

  • Passionate Pinners: Fifty-nine percent of weekly Pinterest users claimed they loved the platform, which was higher than those who said they felt as strongly about Facebook (48 percent) and Snapchat (38 percent).
  • An aspirational destination: Sixty-one percent of respondents said Pinterest is where they pursue ideas to be their best selves compared to 40 percent that said Google was their primary source for browsing for the same type of content.
  • The go-to for finding ideas: Pinterest also came out on top when it came to which platform people see as their go-to for finding ideas pertaining to daily life or hobbies. Seventy-two percent of those surveyed responded that Pinterest was their preference, almost double the percentage points of those that responded with Google as their answer.
  • Brand-friendly: Seventy-three percent of Pinners surveyed reported that they found Pinterest content from brands useful. Moreover, it’s a place where brands are discovered. Sixty-one percent responded that they’ve come across a new brand or product due to a Promoted Pin, and of this group, half subsequently committed to a purchase

While still somewhat of a niche network, Pinterest’s study (while self-led) provides strong evidence that supports its overarching positioning as the leading platform for translating social activity into business impact for brands.

Additional details about the research can be found in this official blog post announcement.

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