Friday 31 May 2019
How to Create Content That Attracts Customers
Do you need a better content marketing plan? Wondering how to improve your content strategy? To explore creative ways to regularly create content, I interview Melanie Deziel. Melanie is a former journalist, storytelling expert, and founder of StoryFuel, a company that helps marketers become better storytellers. Discover different ways to create content both on and […]
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Wednesday 29 May 2019
How to Get LinkedIn Leads Without Advertising
Do you need to generate more leads and prospects? Wondering how to identify and nurture leads organically on LinkedIn? In this article, you’ll find a three-step plan to develop profitable relationships with people on LinkedIn, without spending any money on ads. LinkedIn’s Role in the Sales Funnel I love LinkedIn, but the platform has long […]
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Tuesday 28 May 2019
Top Marketing Podcasts That Will Make You Smarter
Are you looking for some good podcasts to listen to while commuting? Wondering which podcasts are the best? We’ve done the research for you. Below are the top marketing podcasts by category along with important information including what people think about the shows. We curated nominations from our community and only selected podcasts that produce […]
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Monday 27 May 2019
How to Reach Local Customers Using Facebook Video Ads
Are you trying to get more local customers? Have you tried Facebook video ads targeted to your local market? In this article, you’ll discover how to use Facebook video ads to reach customers in your area. Why Local Businesses Struggle With Facebook Advertising In my experience working with hundreds of local business owners, the number-one […]
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Saturday 25 May 2019
YouTube Changes Public Subscriber Counts
Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore upcoming changes to YouTube’s public-facing subscriber counts and marketers’ reactions to Facebook Ads Manager issues with special […]
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Friday 24 May 2019
How to Write Facebook Ads That Sell
Do you want to create ad copy that sells? Wondering how you can improve your Facebook ads? To explore how to write Facebook ad copy that converts, I interview Ken Moskowitz. Ken is the author of Jab Till It Hurts and founder of Ad Zombies, one of the world’s top flat-fee ad copywriting services. Ken […]
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Thursday 23 May 2019
10 Pinterest statistics marketers must know in 2019
Pinterest was the fastest standalone site in history to reach 10 million unique users in 2012.
Since then, the platform has maintained and grown the highly engaged audience that helped it reach that initial milestone. Pinterest users are also doubly likely to say their time on the platform was well-spent.
Pinterest usership remains strong as its audiences frequently turn to the platform for social activities that require more attention and focus, such as learning things through how-to posts or planning out boards for visual inspiration.
With more than 175 billion Pins to browse through, there are opportunities for every type of brand on Pinterest.
So, how useful can the platform be for your marketing campaigns?
Let’s check the Pinterest stats to find out.
1. Pinterest has 291 million monthly active users
As of the first quarter of 2019, Pinterest reported 291 million monthly active users worldwide. Over one third of Pinterest’s current monthly active users are from the U.S., so there’s room for international audiences as well. According to Pinterest statistics from the brand in 2018, about 80% of new sign ups came from outside the U.S.
On top of that, the channel has an awareness reach of 72% as of February 2019.
So, what does this mean for your brand? Simply put, Pinterest has potential for both local and global companies alike. With a little help from a tool like Sprout Social, you may even find out exactly where your audience comes from and tailor your content accordingly.
2. Women on Pinterest power buying decisions
As of 2019, 79.5% of Pinterest users are female, according to Statista. The male audience share has also increased over time from 14% in 2013 to 20.5% in 2019.
Considering the power of Pinterest as a platform for showcasing products, these demographics are significant. Women ages 25 to 54 make 80% of the buying decisions in U.S. households.
According to Pinterest, these “deciders” on the platform see Pinterest as a valuable part of their purchasing journey. On Pinterest, users plan ideas, visualize their future and strategize about their goals.
- 83% of women on Pinterest use it to plan life moments, compared to 44% for Instagram and 53% for Facebook
- 43% plan on getting their ideal home within the next five years
- 1 in 2 plan on taking a vacation in the next 6 months
Moreover, these Pinterest shoppers invest in what they’re passionate about.
- 52% use their platform to develop their knowledge of great food and drinks.
- 70% use Pinterest to find accessories, watches and jewelry.
- Additionally, another 52% of Pinterest users spent $500 or more on beauty products for over six months.
Simply put, if your company has a visual marketing strategy, Pinterest could be the place to let it shine as audiences turn to the platform for ideas on where to spend.
3. 50% of millennials use Pinterest every month
One out of every two millennials use Pinterest every month. Social-savvy millennials are used to planning their future and looking for new ideas on the platform, and they’re increasingly likely to buy the things they Pin. Forty-seven percent of millennials on Pinterest purchase something they interact with.
Fortunately for your strategy, most Pinterest users are all but passive consumers of content – more than 75% of saved Pins come from businesses. Combined with millennials’ tendency to research products on social before buying, brands have a strong opportunity to connect with their most interested and engaged audiences on the platform.
4. 27% of marketers are already using Pinterest
Data published in January last year found that 27% of global marketers are already using Pinterest for promotion.
For brands, educational content is particularly useful on Pinterest. People love shopping around for new ideas when there’s plenty of tips and insights to go alongside them. This channel is an excellent place for wedding brands, niche companies and more to show off what makes them unique.
Audiences are just as interested in discovery through Pins as well – 51% of women Pinterest users have found new brands just by browsing Pinterest.
5. Pinterest users actively research purchases
Pinterest isn’t a platform that only rewards great photos. Many users are are actively looking for information and inspiration.
Ninety percent of weekly users turn to Pinterest to help them make their purchasing decisions – either immediately, or when planning for later purchases. Additionally, 55% of Pinners log onto the site specifically to find products. These factors help make Pinterest nearly four times more effective at generating sales than other digital campaigns.
Even when your customers are walking around stores in-person, they’re still looking for help on Pinterest. Sixty-seven percent of users say they use their smartphone app when shopping in brick and mortar stores.
6. 78% of users say content from brands is useful
On most social media channels, it’s crucial to find the balance between promotional and engaging content. The good news is that since Pinterest is so focused on ideas and themes, you’re competing less with posts from your audience’s friends and family. More often than not, your followers are looking for your content.
The key to making the most out of this brand-loving audience is to figure out how to use Pinterest effectively. For instance, Pinterest Promoted pins often make up a valuable part of a user’s feed. Half of Pinterest users say they buy something after seeing a promoted Pin, and 78% say content from brands is useful.
Start by making sure that you’re creating content that’s relevant to your target audience. It’s also helpful to use Pinterest analytics or a tool like Sprout Social to determine exactly what your audiences are responding to.
7. 80% of Pinterest users access the channel via mobile
Like much of today’s online activity, there’s a growing demand for mobile access on Pinterest. Users prefer reaching the platform via their smartphones, specifically 80% of Pinterest users are using it on their phones.
For brands, this means that it’s essential to understand the needs of your users when creating content. Keep your material clear and easy to read on smaller screens. Remember to stick with high-quality images and the correct specs for the platform to make your pins stand out. With the right approach to Pinterest content, you can get your audience to stop scrolling and explore your brand’s content in depth.
8. The average time spent on Pinterest is 14.2 minutes
Pinterest statistics suggest that the amount of time you have to capture your customer’s attention is growing. The 14.2 minutes spent on Pinterest per session is a significant opportunity to earn your audience’s interest.
To make the most of the time that your audience is spending on Pinterest, make sure that your content is as engaging as possible. If you convince your customer to Pin what you’re sharing, then they’ll come back to it time and time again. They may even share your information with more users too.
Fitness company Gymshark used Pinterest to drive engagement with more than 1.8 million followers. The brand was able to adjust their tone of voice correctly to speak to their target audience and deliver the right message in a shorter amount of time.
9. By 2020, Pinterest ad revenue is projected to surpass $1 billion
The overall value of Pinterest is dramatically increasing, so if there were ever a great time to get involved with Pinterest, now would be it.
The reach of the platform has made it especially appealing to advertisers, as you’ve read with previous Pinterest stats covered here just how engaged users are and how much of an essential discovery tool it remains for planning and purchasing alike.
10. Travelers are 2x more likely to use Pinterest
When considering your Pinterest content strategy, consider reading up on the various trends compiled and shared by the platform itself. For example, in 2018, Pinterest found that travelers are two times more likely to use Pinterest over standard online travel sites.
Among the specific types of searches it found to be up year over year were the likes of “abandoned castles,” “less traveled islands” and “small town travel” among many others.
Outside of the travel space, Pinterest also broke down top trends for 2019 in health and wellness, hobbies and interests, momentous moments, food, home, men’s and women’s style, beauty and kids and parenting, giving brands from various industries a great starting point for the year ahead.
Time to get Pinning
This year’s Pinterest stats show that the users of the platform are dedicated shoppers, with a desire to dig into social content.
With tools like Sprout Social, companies can create highly engaging visual content that puts their brand in front of some of the most motivated shoppers.
Are you active on Pinterest yet? Let us know about your strategy in the comments below!
This post 10 Pinterest statistics marketers must know in 2019 originally appeared on Sprout Social.
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Wednesday 22 May 2019
3 Types of Social Video That Work for Any Business
Want to add more video to your social media marketing? Wondering how other businesses use video? In this article, you’ll discover three types of video that work for any business on IGTV, Twitter, and LinkedIn. Why Social Video Matters to Your Business According to a 2019 survey by Wyzowl, 87% of marketers see video as […]
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Tuesday 21 May 2019
Instagram Creator Accounts: What Marketers Need to Know
Do you want more tools to connect with your audience on Instagram? Have you heard about Instagram creator accounts? In this article, you’ll learn how switching to an Instagram creator account can help you better achieve your Instagram marketing goals. What Is an Instagram Creator Account? When Instagram first launched, everyone had a personal account. […]
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Monday 20 May 2019
Facebook Ad Relevance Score Updates: What Marketers Need to Know
Have you noticed a change in Facebook ad relevance scores? Wondering what the three new Facebook ad relevance diagnostics tell you? In this article, you’ll learn how to use Facebook ad relevance diagnostics to improve your advertising campaigns. What Changed With Facebook Ad Relevance Metrics? Facebook’s relevance score is an assessment based on how well […]
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Saturday 18 May 2019
Facebook Pixel to Become Less Effective for Marketers
Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On today’s show, we explore the ramifications of Facebook’s upcoming Clear History tool and Instagram expanding Stories into the Explore tab with special guests, Jenn Herman and […]
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Friday 17 May 2019
How to Use IGTV for Marketers
Wondering how to use IGTV (Instagram TV) for marketing? Looking for a successful use case? To explore IGTV and how it can help your business, I interview Jasmine Star. Jasmine is an Instagram expert, professional photographer, and business strategist. She’s the founder of Insta 180, an online course on using Instagram for business, and she […]
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Thursday 16 May 2019
Wednesday 15 May 2019
3 Image Tools for Marketers on a Budget
Do you need to create professional-looking images for your social media marketing? Looking for mobile and desktop tools to help? In this article, you’ll discover three affordable image design tools for marketers. #1: Create the Perfectly Sized Image for Every Social Network Over (available for iOS and Android) is a powerful image tool that lets […]
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Tuesday 14 May 2019
How to Use Twitter Media Studio to Improve Your Video Marketing
Want more views for your Twitter videos? Curious how Twitter Media Studio can help optimize your video tweets? In this article, you’ll learn how to use Twitter Media Studio to improve the performance of the videos you publish on Twitter. What Is Twitter Media Studio? With Twitter Media Studio, you can improve the videos you […]
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Monday 13 May 2019
How to Research Your Competitors’ Facebook Ads
Want to know more about your competitors’ Facebook ad campaigns? Wondering how to study their ad strategy? In this article, you’ll discover six ways to research your competitors’ Facebook advertising campaigns and discover creative ideas for your next Facebook ads. #1: Build a Facebook Ad Swipe File A swipe file is a place where you […]
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Saturday 11 May 2019
Facebook Marketing Declining: New Research
Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore findings from the 2019 Social Media Marketing Industry Report and Facebook’s new Automated Ads tool with special […]
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Friday 10 May 2019
How Local Businesses Can Drive More Foot Traffic
Do you want to drive more foot traffic into your local business? Wondering how social media marketing can help? To explore how local businesses can drive more foot traffic, I interview Stacy Tuschl. Stacy is a local business marketing expert and owner of two performing arts studios. She’s also host of the Foot Traffic podcast […]
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Thursday 9 May 2019
Wednesday 8 May 2019
9 stats social media marketers need to show their bosses ASAP
Many social media marketers today find themselves at a challenging crossroads–social platforms are growing increasingly complex, with more features, formats and content types, and audiences’ expectations for social content are developing alongside these platforms. On top of these growing demands, many social teams are increasingly pressed for time to dig through the wealth of data available to them and develop all-encompassing social strategies.
Social marketers who are on the frontlines of their feeds day in and day out have the data to understand better than anyone what content is resonating most powerfully with audiences and exactly who makes up those audiences. This leads to important insights about how social can fuel bottomline growth and organizational development. Social teams are also the first to note what trends are shaping the future of social, as well as customer insights that can shift an entire brand strategy.
Despite these valuable insights, social marketers are often overwhelmed between the demands of relatively small team sizes and the variety of daily tasks and ongoing tactical execution. This limits the full potential that social media marketers have to tell data-driven stories, collaborate with other teams, influence strategy and be crucial drivers of real business growth.
In the latest Sprout Social Index: Empower & Elevate, we uncover how marketers can take social strategies to the next level and how social teams can demonstrate impact across their organizations with the right support. While you dig into all of the data in this latest Index report, here are nine key stats you can bring to your boss right away to demonstrate why social media marketers are a business’s most valuable resource.
Social media marketing challenges
As a social media marketer, you know the value of the data and observations about your audience that can be uncovered every day through conversations, mentions and reporting. Boiling this all down into a story that can shape brand strategy across your organization is a much bigger challenge, especially with the demands social marketers face to keep regular tactics running and implement new campaigns.
1. 47% of social media marketers say developing social strategies to support overall business goals remains their number one challenge.
You’re not alone if your social team is feeling crunched for bandwidth and behind the curve in incorporating all of that valuable social data into a coherent strategy. Social marketers are consistently struggling to build holistic strategies that support overall business goals. Not only are social marketing teams failing to reach their full potential, their organizations are also missing out on added value. When social teams lack the time to share out data-driven analyses and develop strategy, they miss out on the chance to communicate findings that have impact across their organizations.
What to tell your boss: Social marketers need additional time and bandwidth to create impactful goals that utilize their full potential–read on to our next stat to find out why this matters to more than just the social team.
2. This is in spite of the 71% of social media marketers who say they are able to provide insights from social to other departments.
Social marketers know that the data they get from regular conversations and interactions with audiences is a powerful measure of what customers want from brands and where they expect them to be headed. Social data is about more than Likes and follower counts–it also reveals sentiment and industry insight that can be transformative for all areas of an organization. Even though 71% of marketers say they have these insights, 39% of marketers say they struggle to demonstrate the value of social across their organizations.
When social media marketers are given the resources and support they need, they can in turn support other teams with these valuable consumer insights. These insights are more important than ever as consumers continue to raise their expectations for what they want from brands on social.
What to tell your boss: Your social team is in touch with customers’ needs and concerns every day, and should be empowered to tell these stories and shape strategies across your business.
Consumer behavior on social media
Social media marketers know that authentic engagement is more important than ever as network algorithm changes reward relationship building over clickbait strategies. With many social teams feeling like they just don’t have the time or resources to fully dive into all of the possibilities of social, every data point on what audiences want from brands and marketing strategies can help make a difference. These are just a few of the key consumer insights we uncovered in the Index.
3. When consumers follow brands on social, 67% say they are more likely to increase their spending with that brand.
The social media team’s role is about more than just increasing likes. Authentic connection drives actual revenue for brands. The right social strategy helps build relationships that keep brands top-of-mind when consumers are ready to spend. It also keeps them coming back–an additional 78% of consumers say they’ll recommend that brand to a family or friend and 77% will buy from that brand over another when they follow on social.
What to tell your boss: Follower counts are more than a vanity metric–building relationships on social with customers leads to revenue and repeat conversions.
4. 53% of consumers follow brands on social that they don’t shop with, representing a missed opportunity to grow revenue.
Just getting eyes on your posts isn’t enough to ensure you’ll be audiences’ first stop for shopping, however. 46% of consumers follow brands just for their inspirational content. While a beautifully curated feed helps draw eyes, social media marketers also need to engage with their followers to form relationships that convert. To do this, you’ll want to find out what your audiences’ needs are and be ready to engage and respond when they reach out–whether they tag or mention you or not.
What to tell your boss: Social teams can’t just blindly follow trends when posting social content–you also need the tools to dig into what leads your specific audience to convert.
5. 50% of consumers follow brands on social to learn about new products or services.
Entertaining and inspirational content is great for building your brand voice and demonstrating your personality, but valuable relationships with consumers come from understanding why they’re taking the time to follow brands in the first place. A majority of consumers want to learn about new products and services, while 48% follow brands on social to be entertained.
These stats are not only insights into what consumers want, they also show the multiple directions social media marketers and teams are pulled in to ensure they meet all of these needs. Your social media content strategy needs to pull together both informative and entertaining posts. Tapping into your brand’s unique audience profile is key to maximizing your strategy by learning exactly when and how your audience is engaging with the content you post.
What to tell your boss: You need a highly developed content plan to reach potential buyers throughout their customer journey–and your team needs the resources to create and execute it.
6. 45% of consumers are more likely to research a product or service when a brand’s employees post about that product or service.
Even with these consumer behaviors in mind, your social strategy doesn’t exist in a vacuum exclusive to the social team. Employee advocacy is a key piece of a complete, holistic social strategy. Employee-generated content helps build trust and reinforce the messaging about your culture and brand voice, all of which play a role in developing relationships that lead to conversion with customers. As customers explore posts around a product or service, employee advocacy helps move consumers through the funnel by building on your brand narrative with individual employees’ unique and trustworthy voices.
What to tell your boss: Your social team has the power to activate an employee advocacy strategy that tells your brand story and builds trust with audiences.
2019’s key social marketing trends
In addition to reviewing the current state of social media consumer behavior, the Sprout Social Index also identified key trends on the horizon. Here are three top trends you’ll want to arm yourself–and your boss–with right away. If you want to be ready for your social team to meet your followers where they are, be ready to factor these trends into your strategic planning.
Download the Sprout Social Index
7. 45% of consumers say they would like to see more live video from brands on social.
It’s clear that live video will become a must-have for social media marketing, and with live streaming options available across all the major social networks, there’s no easy way for brands to overlook this feature going forward. While live video has unique advantages like the ability to be more spontaneous and less produced, there can still be a disconnect for many social teams between the importance of adding it to their strategy and the bandwidth to actually implement it. 63% of social media marketers believe live video will become more important in the upcoming year, yet only 24% intend to create a strategy for YouTube Live. Audience insights specific to your brand are critical to determine what platforms your social team should focus their efforts on.
What to tell your boss: Your social marketing team needs the resources to identify where and how they can make the biggest impact with live video, and then create that content.
8. 40% of social media marketers believe private community groups, like Facebook and LinkedIn Groups, will become more important.
Private groups represent a unique opportunity where people self-identify as highly interested in not only a topic, but also your brand–46% of consumers join private groups specifically to communicate directly with a brand or business. Private communities like Linkedin or Facebook Groups also allow social marketers to get in-depth insights from the most passionate audiences–two-thirds of consumers join a private group because they want to connect with people who are similar to them. Private groups shouldn’t be overlooked just because they don’t have wide organic reach–for the 48% of social marketers whose goals for social in the upcoming year include increasing community engagement, they’re they perfect space to cultivate a highly invested and motivated community with the potential to become brand advocates.
What to tell your boss: Initiatives to increase community engagement lead to more than just more Likes–they can also put you in touch with your most dedicated and outspoken customer base.
9. 63% of social media marketers believe listening will become more important over the upcoming year.
One recurring theme running through all of these stats is the need to know your brand’s specific audience in-depth. Consumers’ expectations out of social are growing more sophisticated, demanding a mix of content types and formats across many networks. Plus, social media marketers know their potential customers are often discussing them, their products and their competitors without any direct tags or mentions. Social listening lets marketers drive customer research at scale by providing the ability to filter relevant information out of the large datasets that social messages represent. By distilling these recurring themes into actionable insights that can impact a variety of teams, social media marketers bring value back to the rest of their organization. As social media marketers increasingly engage with data analysis to prove the ROI of their efforts, advanced tools like listening become must-haves in their toolkit.
What to tell your boss: Social listening can be a source of opportunity across your entire marketing structure, offering insights into your audience, industry and competitors.
These nine stats are just a few of our findings in the Sprout Social Index–download the report to read our full insights on how you can empower your social team and elevate your social strategy
This post 9 stats social media marketers need to show their bosses ASAP originally appeared on Sprout Social.
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3 Ways to Use Facebook Ads to Promote Your Products
Want to run Facebook ads to promote your products or services? Wondering which type of Facebook ad campaigns to start with? In this article, you’ll discover three types of Facebook advertising campaigns you can use to start promoting your products and services on Facebook. #1: Advertise to People Who Visit Your Website If you’ve already […]
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Tuesday 7 May 2019
2019 Social Media Marketing Industry Report
Wondering how fellow marketers are using social media? Want to know what marketers plan to do with organic social activities, video marketing, and social ads? In our 11th annual social media study, we surveyed more than 4,800 marketers who reveal details you won’t find anywhere else. How Are Marketers Using Social Media? To understand how […]
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Monday 6 May 2019
How to Measure Your Instagram Stories ROI: Advanced Techniques
Are your Instagram stories helping you reach your business goals? Wondering how to dig deeper into your Instagram stories’ performance? In this article, you’ll learn how to combine Instagram Insights and Google Analytics to better report the ROI from your Instagram stories. Why Combine Instagram Insights With Google Analytics Data? From a social media marketing […]
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Saturday 4 May 2019
New Facebook F8 Announcements and What They Mean for Marketers
Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore the Facebook desktop and mobile redesign and new Messenger business tools announced at the F8 Developer Conference, […]
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Friday 3 May 2019
How to Test Your Facebook Ads for Optimal Results
Do you want to optimize your Facebook ads? Wondering what the best audience, creative, and placement are to use for your message? To explore how to test your Facebook ads for optimal results, I interview Andrea Vahl. Andrea is a Facebook ads expert, the author of Facebook Ads Made Simple, and she runs a course […]
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Wednesday 1 May 2019
A 6-Step Workflow to Create Video for Multiple Platforms
Is video an important part of your social media marketing? Looking for an efficient way to create video for multiple social platforms? In this article, you’ll discover a six-step video workflow to produce more social media video content for your business. Why You Need a Social Video Workflow You’ve heard the news: Video is king […]
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