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The Pinterest Potential


Overrated. Over-hyped. Dripping with vanity. These are three phrases you will never hear someone use in a coherent sentence to describe Pinterest.

This impressive social sharing platform has been gliding under the radar for so long now, it’s time we realize its influence and include it in the conversation along with the other social media royalty.

In fact, over the course of the next three minutes, you may just realize Pinterest is the hidden artillery you need to round out your 2015 plan.

By the Numbers:

  • Pinterest has 70 million plus users
  • 92% of whom are female
  • More than 30 billion pins have been uploaded
  • 750 million boards created

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The Power of the Pin

What separates Pinterest from the rest of the social herd boils down to why people use it.

It’s used to plan for the future, a launching pad for inspiration. What kind of cool recipe can I make for the party? I need a refresher for my family room, any ideas? I’m ready for a weekend getaway to San Francisco, a ski trip to the Swiss Alps, a Saturday night escape in the city, where can I find inspiration?

This is the point in the article where a light bulb should be appearing above your head. According to an analysis by RJMetrics, “Holidays and Events” currently ranks 4th on Women’s most Pins by Category, with “Travel” not too far behind.

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The Perfect Marketing Machine

From a purely digital marketing perspective, Pinterest behavior is aligned with commerce by the way businesses use their network to reach customers and how every pin links to a website. Pinterest drives 7.10% of web traffic that sites receive, second only to Facebook (21.25%), in terms of social sites. People use Pinterest to get ideas and inspiration for whatever range of activities and adventures that pique their interest. This unique kind of commercial content drives massive social sharing causing a blur between user-generated pins and promoted pins from advertisers, and users really don’t see a difference.

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According to Shopify, an e-commerce company that develops computer software that powers online stores; users referred by Pinterest are 10 percent more likely to make purchases on e-commerce sites than users of other social networks. They also spend twice as much as users referred by Facebook. This insanely creative and underappreciated social platform has shown tremendous e-commerce potential and is booming in product search.

Pinterest is emerging as one of the most influential sites based off the idea of aspiration, and this directly correlates with the hospitality and travel industry. The big question for hotel marketers everywhere is: why is this not a part of your digital marketing strategy yet?

The Female Factor

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Pinterest is worth more than $5,000,000,000 because its 70 million users are rich, female, and like to spend.

Check out these numbers to help give a clearer perspective on marketing to women:

  • Women account for 85% of all consumer purchases including everything from autos to health care
  • Senior women age 50 and older control a net worth of $19 trillion
  • American women spend about $7 trillion annually, over half of the U.S. GDP
  • 19-39 year olds comprise the fastest-growing consumer segment in America

These numbers about the SHE-Conomy combined with our newfound love of Pinterest should provide some great insight to help round out your marketing strategy. The numbers and the increasing trends don’t lie.

It almost seems this social sharing platform has flown under the radar for this long without hotel marketers truly understanding its overwhelming potential. Don’t let this hidden gem remain in the cobwebs of your marketing strategy any longer. Check out our blog: Targeting Your Hotel’s Digital Content for the SHE-Conomy Part 2 and unleash the power of Pinterest on your tactical arsenal.


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