2023年Pinterest基准与洞察报告

Pinterest Benchmarks and Insights Report

Overview

Pinterest has seen significant growth in recent years, with its audience size increasing by 7.5 percent year-over-year as of January 2023. This growth places it as the third-fastest-growing social media platform globally, surpassing giants like Facebook, YouTube, and Instagram.

Retail Traffic

Walmart dominates Pinterest's retail traffic, with a 42 percent share of Purchase Intent Clicks (PI Clicks). This is followed closely by Amazon at 26 percent and Target at 17 percent. Together, these three retailers account for 87 percent of PI Clicks. Other notable retailers include Instacart and Kroger, with shares of 7 percent and 6 percent, respectively.

Category Performance

Beauty leads the way in terms of Purchase Intent Rate (PIR), capturing over 11 percent. Toys follow closely with 8.2 percent. Home Care ranks third with 4.7 percent, while Technology, Grocery, and Health Care each have lower PIRs. There is potential for improvement in categories like Pet and Personal Care, which are closely related to Beauty and Groceries.

Top Products

Among the top-performing products on Pinterest, liquid foundation and liquid concealer dominate the beauty category. Other notable products include vodka, shredded cheese, and toy blocks.

Geographic Insights

Pinterest shoppers are primarily located in the United States, with the highest PIR rates in the Rust Belt region. The top states for Pinterest shopping by PIR are Pennsylvania (5.6 percent), Michigan (5.4 percent), and Ohio (5.3 percent). Virginia and North Carolina also rank high with 5 percent each. The bottom half of the top 10 states are dominated by Sun Belt states, with Florida, Texas, Georgia, and Missouri all scoring just below 5 percent. Illinois rounds out the top 10 with 4.4 percent PIR.

Effective Strategies

To attract Pinterest shoppers, brands should focus on creating visually engaging and instructive content. Popular strategies include:

1. Eye-Catching Images: Use bold and eye-catching visuals to grab attention. Kraft Mac & Cheese’s "Help Yourself" ad is a prime example.
2. Showcase Product Value: Quickly highlight the benefits of your product to drive immediate interest. Grey Goose’s display images showcasing event-specific recipes illustrate this well.
3. Inspire Action: Include clear calls to action and easy checkout options. Sargento’s “SHOP NOW” feature and flexible checkout options serve as excellent examples.

Summary

Pinterest offers a unique opportunity for eCommerce brands to drive discovery and engagement. With a rapidly growing user base and strong performance in specific categories like Beauty, brands can leverage Pinterest's visual strengths to enhance their online shopping experience. Key strategies include using compelling visuals, showcasing product value, and providing easy purchase options.