Brands need to be present wherever audiences invest their time and attention.
Increasingly, that means social media. U.S. audiences spend a half-hour to three hours daily on social media. Social media is one of the largest time buckets on mobile.Brands and businesses that are invisible on social media will miss a chance at engagement that their competitors might seize. More importantly, there are already well-known cases of brands that successfully revitalized their images or launched themselves thanks to social media wins. The benefits to a successful social media brand presence are significant, even if the route to get there isn’t clear-cut.
The first step is choosing the right platforms to invest time and resources in. Which platforms to be on is a crucial question, even for the most deep-pocketed brands.
In a new report from BI Intelligence, we review each of the top social media platforms (Facebook, Twitter, Youtube, Pinterest and Instagram), analyse the considerations and potential benefits for brands working on each platform, and explore what brands and companies would benefit most from focusing their efforts on certain channels.
Here’s an overview of what to consider when deciding whether to be on Pinterest:
- Pinterest has a few clear advantages: It is undoubtedly the best social media platform for showcasing products and driving commerce, because of its focus on “things,” rather than relationships and messaging. At BI Intelligence, we’ve likened Pinterest to a multi-platform digital catalogue. A Georgia Tech study of June 2012 activity on Pinterest found that the most common verbs on the social network were “use,” “look,” “want,” and “need,” highlighting its potential as a shopping tool. It can be particularly effective for brands that target women. Pinterest users are five times more likely to be women than men. They also tend to be well-educated and have high income.
- But reach and gender tilt are issues: Pinterest has a relatively small audience of 48.7 million users globally (admittedly it is continuing to expand at a rapid rate). Its clear gender tilt is an advantage from one angle, since women tend to control household spending decisions, but plenty of gender-balanced and male-focused brands will need to focus on platforms where men aren’t significantly outnumbered.
- As is a lack of flexibility: There’s also some lack of flexibility on Pinterest. The image-centered pin format is a bit more rigid than Facebook posts, or tweets. There are fewer features available to pinners.
- So, is Pinterest right for your brand? Design-forward and women-focused large brands, as well as major apparel brands and retailers, should have a Pinterest presence. For smaller brands in these same niches, Pinterest might also be a good place to focus their efforts. But smaller brands and brands focused on services should not prioritise Pinterest.
- Reviews each of the top social media platforms (Facebook, Twitter, Youtube, Pinterest and Instagram)
- analyses the considerations and potential benefits for brands working on each platform
- Explores what brands and companies would benefit most from focusing their efforts on certain channels
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