Pinterest’s opportunity for paid media has been apparent ever since numbers of sales originating from pins on the site started to circulate.
Why is Pinterest so good at conversion compared to the more mature, larger networks like Twitter, Facebook, and Instagram?
Pinterest’s head of operations, Don Faul, gives his two cents to the WSJ (and they’re good ones):
“Pinterest is not a traditional user-generated content platform, it’s a place where people are coming to discover new businesses, new brands and new products… Our users are expressing their future intent. It’s not the shoes they bought last week, or where they went on vacation six months ago.”
It’s that last part that really shows you the “why” in the explanation of Pinterest’s paid media opportunity – relevancy not just to users’ interests, but actually being at the right point in a user’s purchase journey.
Think about it – how often do you go to Twitter with the intent to buy something? You might be thinking about buying something and head to Twitter to ask friends (and complete strangers) for their input. Likewise with Facebook, you’re not going on Facebook to buy something – or to make a final decision.
However, with Pinterest, users are often collecting and narrowing choices between products (via their pins or those of others) they actually intend to buy (or want to at least).
Additionally, the fact that you can actually see an pin, click it, and be adding that item to your shopping card within seconds puts Pinterest ahead of the other image-laden social network out there vying for ad dollars – Instagram.