The Changing Landscape of Online Discovery: Pinterest and Google Search

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Sep 24, 2023
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The Changing Landscape of Online Discovery: Pinterest and Google Search
Introduction:
In the ever-evolving world of digital marketing, staying updated with the latest statistics and trends is crucial. This article delves into two prominent platforms - Pinterest and Google Search - and explores their impact on marketers. By examining the statistics and underlying dynamics, we can gain valuable insights into how these platforms shape consumer behavior and provide actionable advice for marketers.
Pinterest: A Haven for Inspiration and Shopping
Pinterest has experienced significant growth over the past year, with a staggering 70 million monthly active Pinners joining the platform. With a user base of 335 million people worldwide, it has become a go-to platform for inspiration and shopping. Interestingly, more than two-thirds of Pinterest users are women, making it a valuable channel for targeting this demographic.
One of the standout statistics is that 80% of U.S. women aged 18-64 with children actively use Pinterest. This presents a golden opportunity for marketers to tap into this specific audience segment. Additionally, shopping is a top activity on Pinterest, with 48% of users engaging in it. Leveraging image lookup technology has been found to enhance the in-store experience for Pinterest users, with 61% reporting improved shopping experiences.
It is worth noting that 29% of Pinterest's largest ad audience consists of 25-34 year-old women. This demographic is highly engaged on the platform and presents an ideal target audience for advertisers. Moreover, Americans are the biggest spenders on Pinterest, with an Average Revenue Per User (ARPU) of $4.00. This highlights the platform's potential for driving sales and revenue for businesses.
Actionable Advice for Marketers on Pinterest:
- 1. Capitalize on the dominant female user base: Craft tailored content and ad campaigns that resonate with women, especially those aged 25-34 and mothers.
- 2. Optimize for shopping experiences: Utilize image lookup features and create visually appealing content to enhance the in-store experience for users.
- 3. Tap into the purchasing power of American users: Tailor marketing efforts to cater to American consumers' preferences and leverage Pinterest's high ARPU.
The Decline of Google Search: A Shift in Paradigm
While Pinterest thrives, concerns have arisen regarding the quality of search results on Google. Sergey Brin and Lawrence Page, the co-founders of Google, acknowledged in 1998 that advertising-funded search engines may be inherently biased towards advertisers rather than meeting consumer needs. This has led to a rise in search result manipulation, with individuals attempting to manipulate rankings to their advantage.
As a result, the search results on Google have seen a decline in quality. Marketers and users alike are witnessing a shift in the search landscape, where relevance and authenticity are compromised. This raises questions about the future viability of Google Search as a trusted source of information.
Actionable Advice for Marketers on Google Search:
- 1. Diversify your digital marketing strategy: Don't solely rely on Google Search for driving traffic and conversions. Explore alternative platforms and channels to reach your target audience.
- 2. Invest in content quality and authenticity: Focus on creating high-quality, informative, and relevant content that resonates with your target audience. This will help establish trust and credibility.
- 3. Leverage user-generated content and social proof: Encourage customers to share their experiences and reviews, as this can positively impact your visibility and reputation in search results.
Conclusion:
Pinterest continues to thrive as a platform for inspiration and shopping, with a strong user base skewed towards women. Marketers can leverage the platform's image lookup features and target specific demographics to drive engagement and sales. On the other hand, Google Search has faced challenges due to biases and manipulations, leading to a decline in search result quality. Marketers should adapt their strategies by diversifying their digital marketing efforts, focusing on content quality, and leveraging social proof.
By staying updated with these statistics and insights, marketers can make informed decisions and navigate the evolving landscape of online discovery effectively.
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