Social media is now an even more well-rounded asset to businesses with the introduction of social commerce: using social networks to complete e-commerce sales.
Pinterest holds great marketing promise ÛÓ 21% of U.S. online adults visit it at least monthly, 81% of the site’s users are women, the median user age is 35, and 84% have made an online purchase in the past three months ÛÓ but it’s not a valuable social marketing channel today, according to Forrester.
One of the biggest changes marketers have adjusted to as social media use rises is the loss of control. Instead of broadcasting messages from the top down, brands are working with consumers through social media to build their image and reputation. For one particular social media platform, Pinterest, this trend is particularly noticeable.
According to new research from Compete, about 1 in 4 consumers report that they are spending less time on other social media sites in favor of Pinterest. Pinterest is not just raising brand awareness but is also driving purchase behavior. Marketers will likely need to evolve their digital strategies given the finding that 39% of the market has changed their social networking behavior in some way due to Pinterest.