Social Media for Optometry: Pinterest or Facebook Advertising?

Posted by Janelle Pauli on Tue, May 17, 2016 @ 14:05 PM

Our friends at The Optical Vision Site are always providing us with great ideas for boosting your practice's marketing and merchandising efforts. This month, we're featuring a great article from them about the benefits that Pinterest could have on your eyecare practice. There's no denying that Pinterest has a lot of users, but is it a good fit for your practice's social media strategy?

Why Pinterest Could be the Next Social Channel for Your Eyecare Practice

There is always a lot of talk about Facebook advertising and a lot less talk about Pinterest advertising. With the mobile ad market expected to be more than triple from $8.7 billion in 2014 to $28 billion by 2019 (emarketer), Pinterest is going full steam ahead in using their site to allow users to make purchases. 

In 2015 they launched promoted pins, and then introduced buyable pins allowing users to shop for items and purchase them directly through the site. And, they have a search function to deliver relevant results based on a person's location. They've also launched a way for the pinner to track price drops on items (TechCrunch). 

Eye Bogglers Facts about Pinterestsocial media for optometry

  • 100 million active users
  • 1 million businesses on the site
  • 44% of pinners have made a purchase from fashion and clothing promoted pins
  • 67% of users are under the age of 40
  • 59.3 million expected reach by 2019
  • 69% of millennials use Pinterest to teach them things
  • 84% of millennials use Pinterest to teach them about health and fitness
  • 80% of millennials use Pinterest to help them find things they want to buy

Unlike Twitter, where the life of a tweet is only 24 minutes, and a Facebook post with a life of 90 minutes (if you see it), the half life of a pin is 3.5 months. One of the biggest advantages of Pinterest is showing up on page one of Google. If you work your boards, write descriptions, and use hashtags, page one on Google is very achievable. 

More Stats and Facts about Pinterest in 2015

  • Pinterest was born in March 2010
  • $11 billion valuation
  • Usage has doubled since 2012
  • International usage has doubled in the last year
  • 1 billion boards
  • 300 million fashion pins
  • 30 million education boards
  • 80% of traffic comes from mobile
  • 14 million articles pinned each day
  • 2/3 of pins come from business websites
  • 60 million buyable pins
  • 44 million beauty boards

Eyecare professionals are in the perfect spot for promoted and buyable pins: health, fitness, fashion, eyeglasses, sunglasses, kids, contact lenses, and accessories are all related categories. But like all social media, you are either in or you're out. You have to work hard to make it beneficial and profitable for your practice. Have you started using Pinterest for your business? Tell us more about it in the comments!

Resources:

Ahalogy

Expanded Ramblings270 Amazing Pinterest Stats

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Tags: Marketing and Social Media, Resources, Tips & Tools