{"id":11779,"date":"2024-10-24T11:29:24","date_gmt":"2024-10-24T09:29:24","guid":{"rendered":"https:\/\/www.mediamix.ch\/?p=11779"},"modified":"2024-10-24T16:58:38","modified_gmt":"2024-10-24T14:58:38","slug":"publicite-pinterest-mix-media","status":"publish","type":"post","link":"https:\/\/www.mediamix.ch\/en\/insights\/publicite-pinterest-mix-media","title":{"rendered":"Advertising on Pinterest: A network not to be forgotten in your media mix!"},"content":{"rendered":"
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Pinterest, an underestimated advertising tool<\/b><\/h2>

In an advertising landscape where the majority of advertisers invest massively in social media on Facebook and Instagram, Pinterest<\/strong> is often overlooked, despite its obvious potential for customer acquisition<\/strong>. And yet, with over 465 million monthly active users worldwide, Pinterest ranks 15th among global social networks and 7th in Switzerland (according to Similarweb).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"rang-reseaux-sociaux-pinterest\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Source\u00a0: Similarweb \u2013 Top 10 social platforms, Jul-Sept 2024<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Despite these impressive figures, it is rarely strategically integrated into advertisers' media plans.<\/p>

This under-utilization of Pinterest is often due to a lack of knowledge about the opportunities it offers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\u00a0Source\u00a0: Hootsuite.com<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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While platforms like Facebook and Instagram face high competition and high acquisition costs, Pinterest offers a less saturated advertising environment, enabling advertisers to reach an engaged audience at more competitive costs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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An audience ready to shop on Pinterest<\/strong><\/h2>

On Pinterest, scrolling speed is 3 times slower<\/strong> than on Meta<\/strong> platforms. This means that the quality of user attention is higher than on Facebook<\/strong> or Instagram<\/strong> , where doomscrolling<\/em><\/a> is more prevalent.<\/p>

Shopping is the main reason why users go to Pinterest. With higher revenues than other platforms, users convert with 30% higher shopping baskets values<\/strong> compared to Meta platforms. At Mediamix<\/strong>, we can only confirm this observation through the social media campaigns we've been able to run for our customers.<\/p>

Significantly, 97% of top searches<\/strong> on Pinterest are not associated with a specific brand, paving the way for brands to position themselves naturally in the discovery process. In fact, engagement with e-commerce content on Pinterest is increasing by 50%<\/strong> every year, and this trend continues to accelerate.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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A few key figures<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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1 in 3 users<\/strong> on Pinterest have an annual income of over $100,000<\/strong>, making this audience a particularly attractive target for premium brands.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pinterest still caters primarily to women, who make up over 76%<\/strong> of its global user base, while men account for 17.2%<\/strong> and the remaining 6.6%<\/strong> are unspecified.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Pinterest users spend on average 40% more<\/strong> than shoppers on other platforms, with shopping baskets 30% higher<\/strong> at checkout than on Meta platforms.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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50 %<\/strong> of users<\/strong> say Pinterest has inspired them to make purchases they hadn't initially planned.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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80% of weekly users<\/strong> say they have discovered a new product or brand via Pinterest, reinforcing its role as a discovery engine for advertisers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The majority of its audience is between 25 and 34 years old<\/strong>. Next comes the 18-24 age group<\/strong>, followed by the 35-44 age group<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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1 in 3 users<\/strong> on Pinterest have an annual income of over $100,000<\/strong>, making this audience a particularly attractive target for premium brands.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pinterest still caters primarily to women, who make up over 76%<\/strong> of its global user base, while men account for 17.2%<\/strong> and the remaining 6.6%<\/strong> are unspecified.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Pinterest users spend on average 40% more<\/strong> than shoppers on other platforms, with shopping baskets 30% higher<\/strong> at checkout than on Meta platforms.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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50 %<\/strong> of users<\/strong> say Pinterest has inspired them to make purchases they hadn't initially planned.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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80% of weekly users<\/strong> say they have discovered a new product or brand via Pinterest, reinforcing its role as a discovery engine for advertisers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The majority of its audience is between 25 and 34 years old<\/strong>. Next comes the 18-24 age group<\/strong>, followed by the 35-44 age group<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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A network less saturated than Facebook and Instagram<\/strong><\/h2>

Rising acquisition costs for digital campaigns are a reality. Brands are fighting for advertising placements on platforms such as Facebook<\/strong>, Instagram<\/strong> and Google<\/strong>. Although these networks are highly effective, the level of competition is extremely high, driving up bidding prices.<\/p>

Pinterest, on the other hand, offers a much less saturated terrain. This means that advertisers can benefit from lower advertising costs, with a higher quality of user attention.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Our feedback on Pinterest with Mediamix<\/strong><\/h2>

At Mediamix<\/strong>, we regularly run advertising campaigns on Pinterest in Switzerland and internationally (Europe and USA) on behalf of our customers. This gives us the opportunity to make comparisons with Meta campaigns, based on identical objectives, markets and products. Here's what we've observed over the past 24 months<\/strong> :<\/p>