Pinterest usage has doubled in the last three years (the highest growth rate among major North-American/global social networks), presenting a huge opportunity for B2C marketers looking to expand their brand’s reach. In our recent report analyzing the impact of social media for B2C marketers, we found that two industries have been surprisingly effective at marketing on Pinterest: telecommunications and cable, and consumer products.
Telecommunications and Cable
In our report, we found that telecommunications and cable brands had the highest median audience size on Facebook at 2,095,655 followers out of the 10 B2C industries and 5 social media channels we examined. (Across the board, B2C brands had their largest audiences on Facebook.) But, telecommunications and cable brands had the smallest median audience size on Pinterest, with 2,106 followers.
The tables turned when it came to engagement. On Facebook, telecommunications and cable brands had an average of 0.39 interactions per post per 1,000 followers, while on Pinterest, they had a whopping 75.58 average interactions per post per 1,000 followers.
We dove deeper to look at how industry subsectors performed on Pinterest and found that telecommunications carriers drastically outperform cable and satellite brands with an engagement ratio of 88.2 interactions per post per 1,000 followers. Verizon’s board is a prime example of this industry’s success in engaging with its audience on Pinterest.
Consumer Products
Like the telecommunications and cable brands, consumer product brands also had their largest median audience size on Facebook, with 1,578,968 followers, and their smallest median audience size on Pinterest, with 1,278 followers. Additionally, their highest engagement ratio was on Pinterest, with 28.33 average interactions per post per 1,000 followers.
L’Oreal Paris is a standout performer on Pinterest for the consumer product industry, with an audience size that is 6 times larger than the median industry follower count and an engagement ratio that is over 1.5 times higher than the average engagement ratio.
Marketing on Pinterest Presents an Opportunity for B2C Brands
Given their high engagement ratio on Pinterest, these industries know how to use the platform to their advantage. Facebook may be a follower feeding ground, but if B2C marketers for consumer products and telecommunications want to develop their base of loyal brand enthusiasts, Pinterest is a key platform to invest their efforts in.
Digital marketers in these industries have a huge opportunity to expand on their success by further investing in marketing on Pinterest in order to grow their audiences while maintaining a high level of engagement. Learn more about our findings for the consumer product and telecommunications and cable industries in our B2C Social Media Impact Report.