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Pinterest: Is It Really Worth Your Time?

Up until January 2012, Pinterest had been slowly gaining momentum and growing a user base over 22 months. Then suddenly, boom, Pinterest became the social media world’s new darling. According to ComScore’s data, Pinterest hit 11.7 million unique monthly U.S. web visitors, and crossed the 10 million mark faster than any other standalone site in history, though some analysts debate the accuracy of this figure. Nonetheless, no one, is arguing its explosive growth. 

So as organizations begin to eye emerging social platforms, should they be investing their resources into Pinterest? In short – yes. I think it’s important that nonprofit’s cast a wide net and experiment with a variety of social networks and communities. Why? For two reasons.

  1. To connect with your audiences who are using other social networks besides Facebook, Twitter, and YouTube. It’s critical that you reach your audiences wherever they are and not just one channel.
  2. To reach new audiences who might be interested in your issues.

However, how much time you invest in Pinterest really depends on your organization and your target audiences. Check out the data below

Pinterest Facts

According to data from March 2012 Pinterest users:

  • Are comprised mostly of women – 68%. And 97% of Pinterest fans on Facebook are women.
  • Spend on average 15.8 minutes on its site. For comparison sake, people typically spend about 12 minutes on Facebook, 3 minutes on Twitter and 16 minutes on YouTube.
  • Earn a decent living. About 30% of users annual household income is $100K.
  • 27% are between the ages of 25 to 34.
  • 22% are between the ages of 35-44.
  • 17.9% are between the ages of 45 to 54.
  • 4% are between the ages of 12 to 17.
  • 50% have children.
  • Mostly repin images/pins.

Looking to share 13 fun facts about Pinterest with you staff? Check out the infographic below. And if your organization is looking for ideas of utilizing Pinterest check out this great post by Avi Kaplan of Rad Campaign on Steal These 42 Creative Pinterest Ideas for Nonprofits.

Reader Comments (2)

Great article Allyson - I think you will send the numbers of men using Pintrest increase over time

Universal studios has actually started pintrest boards for all their movies (not just chick flick ones - ha ha) and I have noticed many more men repinning some of my boards then i did a month ago

either way its fun and definitely the fastest growing form of social media out there!

May 6, 2012 | Unregistered CommenterAl
It would be interesting to see some Google Analytics data on how do Pinterest referrals convert, specially if they can be compared with other social networks. Also it would be interesting to compare quality metrics such as bounce-rate and how does Pinterest generate repeated visitors.
May 20, 2012 | Unregistered CommenterOsvaldo

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