Dive Brief:
- Elizabeth Arden has stopped posting to Pinterest, indicating that it found the platform’s consumer engagement less robust than expected.
- The beauty marketer joined Pinterest over four years ago alongside brands such as L’Oréal, posting professional product images, beauty tips, and additional content to the network.
- Promoted Pins advertising the beauty brand averaged only couple of repins per post, while its Instagram pictures in comparison often garner hundreds of “likes.”
Dive Insight:
If Elizabeth Arden’s experience with Pinterest is any indication, the online bulletin board is failing to create engagement even among the segment of the population with which it’s most popular—women. Four out of five Pinterest users are female, according to estimates, and nine out of 10 user pins are created by women.
Marketers have struggled to put Pinterest to good use, a Forrester Research report says, since the platform has very limited targeting capabilities for its paid products. New offerings from Instagram (Carousel ads) and Twitter (Cards) seem to be much better at creating traction for brands.
