The image-sharing network Pinterest is slowly rolling out its long-awaited advertising platform, giving businesses new power to promote pins in what is sure to be a huge test of Facebook's marketing dominance.
The only question is why one of the largest social networks in the world waited so long.
From retailers to brands to politicians, Pinterest has been a requirement for a few years now. Anyone looking to generate buzz is already on Pinterest — pulling out all the visual stops in a bid to get noticed by the platform's 72.5 million users.
With e-commerce increasingly a mobile-centric proposition, Pinterest is already where it needs to be: 75 percent of its usage takes place on a tablet or a smartphone, according to the company.
Yet Facebook has a giant head start, with at least 10 times the mobile users. Mobile ads now account for 98 percent of Facebook's revenue growth, and the social network is adding new features for advertisers on almost a daily basis.
If you're wondering why you keep seeing ads for products on Facebook that interest you, it's because Facebook tracks your habits with great precision. Causes you donate to, products you buy, pages you like, whether you've recently entered into a new relationship — Facebook lets advertisers target you based on all that information and much, much more.
But Facebook has also royally damaged its relationship with some small businesses by suppressing content that is not paid for. So if you're a small retailer looking to gain traction, you're going to find it nearly impossible to show up in users' news feeds unless you pay the piper.
It's easy to see some of those businesses shifting ad spending to Pinterest as it seeks to be the top visual search engine on the web. So far, Pinterest's advertising platform is impressive. Advertisers can target users based on keywords, location and device. And they only pay when a user clicks on the promoted pin.
Though 71 percent of Pinterest users are women, according to comScore, Pinterest claims more men use the platform in the U.S. every month than read Sports Illustrated and GQ combined. In emerging markets such as India and South Korea, the demographic is more evenly split. And one-third of new sign-ups are men.
It's only a matter of time before all those pretty pictures on the platform feature something new: a "buy now" button.
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