Survey: 17 Percent of Marketers Currently Using or Planning to Join Pinterest
MENLO PARK, Calif., Aug. 22, 2012 /PRNewswire/ -- "To pin or not to pin?" is a common question for companies today given the rapid growth of Pinterest, a social networking site where users collect and share photos of their favorite interests and hobbies. Despite the virtual pinboard's increasing popularity, however, a new survey by The Creative Group shows few organizations are ready to dive in just yet. Forty-four percent of advertising and marketing executives interviewed said they have no current interest in using Pinterest for business purposes. Only 7 percent reported they're already using it, and another 10 percent said they intend to join the online pinboarding community.
The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals, and conducted by an independent research firm.
Advertising and marketing executives were asked, "Which of the following statements best describes your agency's/firm's attitude toward Pinterest?" Their responses:
View the research highlights.
The survey also revealed differences by organization type and size: Advertising executives at large agencies were more active on Pinterest than those at smaller agencies and their corporate marketing counterparts. Nearly one-quarter (24 percent) of advertising executives at agencies with more than 100 employees reported they are already using Pinterest as part of the marketing mix, and another 6 percent said they plan to create an account.
"With so many potential social media opportunities for businesses, marketers must carefully invest their time and resources in those that best match their demographics and brand personality," said Donna Farrugia, executive director of The Creative Group. "Pinterest has attracted a huge following quickly, but companies may be waiting to see if its popularity will last and what the potential business uses are in order to determine if a presence there makes sense."
Farrugia added that the visual nature of Pinterest makes it a useful self-promotion vehicle for creative professionals. "Designers can use Pinterest to showcase their work and curate images they like. This approach can be especially helpful for those just starting their careers as it allows hiring managers to get a sense of their aesthetic and style despite having a limited portfolio."
The Creative Group offers three tips for using Pinterest to display your creative work:
About the Survey
About The Creative Group