5 Insights on Facebook vs Pinterest in Driving Sales – Infographic

Pinterest has been grabbing the headlines recently as its network approaches  20 million users per month.

Pinterest vs Facebook Social Commerce Infographic In March, Compete.com reported that Pinterest had received 18 million unique visitors with AppData reporting that the visual social network had received a record 4.4 million daily active users on March 18.

There are reports that Pinterest’s growth is slowing but just like Twitter and Facebook, reports of its demise maybe slightly premature.

The Power of “Low Friction” Photo Sharing

Pinterest’s value to marketers is that it provides an easy to use platform for “pinning” images, photos and videos to your Pinterest account while also posting and sharing to your networks to Facebook and Twitter in the same process.

Pinterest reduces the effort and friction to share images on the social web which crowd sources your marketing and the spreading of your brand images.

This “low friction sharing” includes links back to the original sharing location. Online stores such as fashion, boutiques, homewares and gift stores can take advantage of this to drive commerce as their products are highly visual and more likely to be shared.

To understand the power of visual sharing, on Facebook research shows that photos are shared 50% more than any other types of updates. This is why Pinterest is so powerful.

I experienced it the other day when an infographic was repinned over 70 times from my blog post “64 Marketing Tips and Tactics- Infographic” .

The question though is, does it drive sales?

Does Social Commerce Work?

There are social networks and there is commerce and the popular thinking used to be that  they don’t mix. In fact there have been stories circulating on blogs that Facebook is great for engagement but not good for sales.

In digging deeper that appears to be a misconception and social commerce is alive and kicking.

Boticca.com is an online boutique for unique jewelry and fashion accessories by top emerging designers from around the world and has been using Pinterest for quite a while, where it has pinned visually enticing images of its products arranged in categories (boards) with links to the product purchase page.

Boticca Pinterest Page

Their activity on Pinterest is sizable with 67 categories (boards) that average over 700 followers for each board with 2,869 pins (products). As the quality of the photos they have used for their online store is high definition then these HD images ensure that they are also compelling on Pinterest.

Pinterest is really a product catalogue linked to their online store behind every image.

Bottica Pinterest page

Once you click on that link it takes you to the product on Bottica’s online store where you can continue to review the product further and then make a purchase.

How product buying starts in Pinterest

Bottica Facebook “Page”

Bottica’s Facebook page reveals over 26,000 “likes” that also features a prominent Pinterest “Tab” which is powered by the Facebook Pinterest App.

This Pinterest Tab which is effectively the Pinterest site embedded in Facebook allows you to access the online store directly from Facebook. Omni-commerce is evident here. You can buy from Facebook, Pinterest and the ecommerce store.

Bottica Facebook page

It recently researched from its own store data which social network drove more social commerce. The results are fascinating and this is from a real store with real numbers.

The 5 Insights on Facebook vs Pinterest

Boticca traced the sales , average sales, conversions and engagement of 50,000 visitors from Pinterest and 50,000 from Facebook.

Here are  5 things Boticca learned about marketing on Facebook compared to Pinterest

  1. Pinterest users spend more when shopping at $180 vs $85 by Facebook users
  2. Pinterest users spent 65% less time on the site than Facebook
  3. Pinterest influenced more sales (10%) than Facebook (7%)
  4. Pinterest has a 51% lower conversion rate compared to Facebook
  5. Pinterest acquired 86% new users vs Facebook at 57%

The Infographic Facebook vs Pinterest infographic

Source: Bottica.com blog

What about You?

Are you using Pinterest for your online store? Do you have images that you could be pinning to your Pinterest acount? Do you think it would help your online stores sales and spread your brand. Look forward to hearing your stories.

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  • http://www.MediaWizardz.com/ David Alberico

    My partners, team members and I run a social media management company and weren’t really able to determine if it fit well with Pinterest or if it was a usable platform for us until we started to realize that we could use it just to communicate with and follow our clients on a personal level to really learn about them, then care about them. It is so powerful this way. (we also utilize it for our clients, so we learn more about the site daily). 

    • http://jeffbullas.com Jeff Bullas

      Thanks for the comment and insight into how you are using Pinterest. Maybe its time for an article on how to use Pinterest as a B2B business!

      • http://www.MediaWizardz.com/ David Alberico

        Thanks for the reply, and that would be great! We would be very interested in your take on using Pinterest in this way. It seems that this might be the “unique/unknown” way to use Pinterest.    

        • http://jeffbullas.com Jeff Bullas

          The B2B Pinterest post is in “Draft” and hope to get it published next week!

          • http://www.MediaWizardz.com/ David Alberico

            Great, can’t wait. Thanks again. 

  • http://thebytemarket.wordpress.com/ Antonio Calero

    Great post, it proves how Social Media can be a powerful tool…but only if used correctly. In this case, Pinterest (which is such a new term that my spelling corrector does not recognize it yet). As with most strategies, the key to succeed or failure cannot be put into the platform itself, but on how the platform is being used by the marketer.

    Being totally visual, Pinterest could easily drive more sales on this sort of items that don’t have a complex description and that differ a lot one from another. On the contrary, I guess Facebook would become better if other information would be required, such as: technical description, instructions, feedback from other users, etc…

  • Matthew Graczyk

    Pinterest is great for social bookmarking, but what about personal bookmarking – the bookmarks for the sites you visit over and over? My company just launched http://iCrumz.com, and we believe it is exactly what the world needs now – a real personal productivity booster. It’s a free cloud-based Internet bookmarking service. With iCrumz.com all your bookmarks are always available using any browser from any computer, mobile phone or tablet. The iCrumz interface allows you to have 100 or more bookmarks on a single webpage without being cluttered. iCrumz also offers an import function, so you can import and consolidate all your bookmarks from all your browsers on all your devices. Check out our short (1 minute) intro video: http://youtu.be/QDD23whIlrw Contact me if you have any questions. Also, we’d love to hear your feedback. Matthew[at]iCrumz[dot]com.

  • http://findingourwaynow.com/ Susan Cooper

    I enjoyed your post.  Even though I am not an e-commerce type of site, there are still some great lessons from what you have addressed in your article.  The important thing is I learned something and I will be back.  :-)

  • Anonymous

    I don’t understand how if Pinterest has higher influence by percentage and higher dollar amount spent per user, how it hurts conversion rate. Can you explain that?

  • http://jeffbullas.com Jeff Bullas

    I haven’t heard of any horror stories regarding businesses being banned.
    I think Pinterest could take a leaf out of Facebook’s book and create accounts specifically for brands. – Pinterest “Pages” !
    It would help maintain a healthy balanced Pinterest ecosystem and keep everyone happy.

  • http://www.twitter.com/Summit_Rider Summit_Rider

    Pinterest = no follow links, whereas theFancy is something I’m more interested in because it is engaging, clean, organized, as its shared contents are not repetitive, redundant, or do-over. Most importantly, you can directly buy stuffs while coupons and incentives are very valuable to the target audience.