When it comes to social media, marketers have a variety of options to choose from. While platforms like Twitter and Facebook have revolutionized the way brands market to customers, the not-so-new Pinterest seems to be impacting customers’ buying decisions.
The beauty products retailer Sephora revealed that per capita, its Pinterest followers spend more money than its Facebook fans. According to Sephora’s head of digital Julie Bornstein, Pinterest members spend 15 times more on the company’s products than Facebook fans.
“The reality is that when you’re in the Pinterest mindset, you’re actually interested in acquiring items … which is not what people go to Facebook for,” Bornstein told VentureBeat. “Facebook continues to be just a great customer interaction tool that gives us the real-time ability to dialog with our customer … it’s a big customer-service venue for us.”
Boasting 47 million fans on Facebook, Sephora still values the social network as an interaction tool. “We hear instantly about what people love and don’t love,” explained Bornstein. But when it comes to measuring immediate commercial impact, the company prefers Pinterest.
This isn’t the first time Pinterest and Facebook have gone head-to-head. Last December, a Pinfluencer study suggested that Pinterest generates a lot of clickthroughs and sales, while Facebook is more about “conversation and brand awareness.” Yet, this is just one study. There aren’t enough supporting studies to determine if one is better than the other in terms of sales.
But while we’d never recommend favoring one social media tool over another, it’s important to be aware of each one’s strengths. For some brands, Pinterest will lead to more sales, and for others, Facebook will come out on top. It’s all about finding a balance and using the platforms you’re on concurrently to drive your ROI.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.