Look out Facebook. A picture is worth a thousand words especially if you are looking to speak to female consumers. That’s why Pinterest boasted 104 million total visits in March, and is now the third most popular social media platform behind Twitter and Facebook.
Women are almost completely responsible for Pinterest’s success—according to Inside Network’s AppData. In fact, 97 percent of the site’s users are women.
Women trust recommendations from Pinterest more than any other platform, per BlogHer’s annual study on women and social media. Eighty-one trust Pinterest versus Facebook (67 percent) and Twitter (73 percent).
Why? Because women trust other women in their circles more than anyone else. As a result, 47 percent of women bought something based off a recommendation from Pinterest where as only 33 percent bought because of a recommendation on Facebook.
It’s no surprise that brands have been jumping on the Pinterest bandwagon in troves and have seen their followers grow over night. Many products are getting more exposure than they ever could on Facebook and Twitter, and it’s relatively easy to see why.
To sum it up, here are four reasons why Pinterest is superior to Facebook when targeting women:
1. It is simple, clean and fuss free. This makes browsing delightful and easy: two main components to marketing success. Because of Pinterest’s visually appealing layout, consumers just see a picture with very little text. Facebook on the other hand is very word heavy and can turn off potential consumers.
2. Marketers have an open window into consumers’ interests. They can easily see a gold mine of information on potential customers. For example, an interior design marketing team can see who is influential in the ‘home decor’ section. They can then start following and see what trends people are repining and liking.
3. It’s relaxing. Pinterest creates a curated experience for its users in a fairly anonymous way. No constant updating of feeds, no overload of people’s lives. On Pinterest it’s about enjoying your hobbies—not having to like someone’s status or wish anyone a Happy Birthday. It lets users share experiences in a negative-free zone, briefly comment and move on without the weight of Facebook etiquette.
4. Brands have found cool ways to use it. Martha Stewart Living and Kate Spade are pinning like crazy with overwhelming response by adding more than 19,000 and 34,000 followers respectively. Kotex even has bragging rights for hosting one of the first Pinterest campaigns. The brand found 50 “inspiring” women in Israel and looked at what they were pinning on Pinterest. Then, Kotex sent the women a virtual gift. If she pinned the gift, she then got a real one in the mail that was based on something she had pinned. The result: success—nearly 100% of the women pinned and commented on their gifts.
All told, Pinterest has brought women together online in a way never seen before and tapped into an extremely influential consumer market without even trying. In many ways, this makes Pinterest genuinely more appealing than Facebook and far more trendy among women consumers who get the picture.