Chris R Boyd

Chris R Boyd

Founder, Upspark Digital

Should you be using Pinterest for your business?

An untapped wealth of sales leads

Pinterest for business is a massively untapped social media resource, especially within the fireplace industry. Our industry’s products are visual and barring Instagram there’s no better platform to promote the visual aspect of your products than Pinterest.


There are over 300 million monthly Pinterest users worldwide, all seeking and sharing helpful, inspiring ideas on the platform.

Using Pinterest for business is perfect for showcasing products and services as Pinterest often acts as an information resource for so many users preparing to make a purchase.

With 40% of Pinterest users having a household income of £80k+, there’s a huge audience with a strong spending power just waiting to be introduced to your business.

Why Use Pinterest for Business?

Pinterest is usually classed as a social network as users can share ideas, interests and hobbies with each other via a central platform. However, for our purposes it might be better to think of it as a search engine for images.

Every image on the platform is represented by a pin which is tagged and categorised, then saved to the platform. Pins can then be linked to your website to help drive traffic and help get you sales leads. Therefore, its critical to tag your images correctly.

With 300 million worldwide users, Pinterest is 10 times smaller than Facebook but unlike Facebook its full of people who are looking to buy. The following statistics should give you a good idea why fireplace businesses should seriously consider adding Pinterest into their marketing mix.

Women and Pinterest

According to Statista as of 2019 79.5% of Pinterest users are female with the large majority of these being aged 25-60. This is great news for us in the fireplace industry as it falls right into the demographic sweet spot for buyers. Plus, one of most popular searched for categories on Pinterest is Home Interiors.

Other interesting statistics:

  • 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
  • 51% of women Pinterest users have found new brands just by browsing Pinterest.
  • 90% of weekly users turn to Pinterest to help them make their purchasing decisions
  • The average time spent on Pinterest is 14.2 minutes


Where Pinterest is better than Instagram

Because you can easily link your pins to your website it means potential customers can easily find your website and see what you have to offer them. This isn’t the case on Instagram where each image does not contain a link. The only link you will find on Instagram is on the Homepage Bio which puts a friction point in the way of users finding your site or the particular product/service you are promoting.

That’s why on Pinterest is vitally important to always include a link to your website with each pin. Remember this doesn’t or probably shouldn’t simply be your homepage as this most likely doesn’t contain the relevant specific information the user is looking for. A specific blog post, product or service page in most instances will give a better user experience.

Another astonishing statistic –

Pinterest drives 3.8 times more sales per user than other social platforms.


Wow! Right? But this does make logical sense when you think of the user intent of the Pinterest, Instagram and Facebook.

A study from the University of Missouri found there were 3 types of Instagram Users:

  1. Engage with people and like-minded friends who share exciting imagery around their hobbies like adventure and travel.
  2. Engage in photos involving global culture and politics
  3. Engage with funny, positive or uplifting imagery

Facebook has a similar user profile to Instagram but has a stronger focus on networking between groups of people who are known to each other.

Pinterest is the only platform out of the top ten social media platforms in the UK that’s main use is to get ideas for making purchases.

So should you be on Pinterest? Sounds like a no brainer to me.


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