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Pinterest is fast becoming one of the predominant social media platforms in the world today. With over 100 million active users comprising 30% of all US social media users, people on Pinterest having take the idea of pinning images well beyond the simplicity of picture sharing — it is now a dynamic, fluid platform for sharing information and insights, and leads to discovery and discussion of content much in the same way that Facebook does.
100 million active Pinterest users comprising 30% of all US social media users
85% of all Pinterest users are female
42% of all American women use the platform (35.6 million women)
The Pinterest platform is particularly well-suited for disseminating health and biotech news and information, which is why BioNews is investing its growth resources heavily into Pinterest and using it to drive engagement with ours content and high quality traffic for our clients. In particular, its demographics are in tune with the health and biotech news media vertical: At present, 85% of all Pinterest users are female, and 42% of all American women use the platform (35.6 million women). Because women are often disproportionately affected in many chronic and rare disease patient populations, Pinterest has also become a social media space where patient communities are growing and thriving: informational and inspirational content is being shared among patients.
BioNews is making Pinterest part of our efforts to build patient communities that include a synergy of news websites and social media accounts. Pinterest gives our news division an opportunity to disseminate daily, digital news into the Pinterest community, while our social team can complement that news coverage with creating and engage social media pieces that stroke interest and discussion.
So far, our growth model has been successful in generating buzz on Pinterest. As an example, engagement on our Multiple Sclerosis News Today Pinterest account continues to be strong:
Active and Passive Growth on Pinterest
BioNews is using both active and passive campaigns to grow our Pinterest footprint across the entire network of our disease-specific news websites. Our active campaigns include ongoing content creations and community management on Pinterest. Active campaigns involve the full use of our dynamic Social Team, which is leading discussion on Pinterest and creating original infographics and videos that well optimized for the platform. Once we engaged our efforts, our annual growth on Pinterest took off:
On sites where our social team is not actively engaged, BioNews is still passively growing our Pinterest footprint across a wide range of sites. Our news sites feature a Pinterest widget, and we are continuously pinning news to our disease-specific news pinboards. This in turn is leading to a steady increase in our following month after month:
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Time and time again, our Pinterest platform has helped biotech companies meet their marketing and promotion objectives online. If you are interested in hearing more about how we can use Pinterest to help you achieve your online marketing objectives, feel free to contact us today for a free consultation.