Is Pinterest the right channel for your Marketing Strategy?
Pinterest is a social media platform in a constantly growing and changing digital landscape. We’ve seen the rise and decline of many social media platforms and it’s often difficult for marketers to choose which ones they want to prioritize in their marketing strategy. While most brands will focus primarily on Facebook, Instagram and Twitter, there are many merits to marketing on Pinterest.
Should your business include Pinterest in their marketing strategy? In this article, we will give you some info and tips that will aid you in your decision. It’s important for marketers to understand the who, what, when, where and how of Pinterest so they can tailor a unique strategy to suit the platform.
Why do people use Pinterest?
Pinterest displays content differently than other social media platforms. Users can view pins on their home feed, through keyword and category searches, and on individual user profiles.
Unlike social platforms like Instagram, the primary focus of Pinterest isn’t primarily to broadcast your own ideas or content to followers. Rather, it’s where people go to collect and save valuable content to access later. At its very core, Pinterest is an intriguing combination of window shopping, wish list creation, and DIY tutorials.
Pinterest has great potential for brands, as 93% of Pinterest users visit the site to get inspiration on what to buy. According to a survey by Bizrate Insights, 67% of people use Pinterest to collect and keep track of the latest trends on things they like. Comparatively, only 21% of consumers use Facebook to do this. As you can see, people generally visit Pinterest to either solve a problem or get inspired, so ensure your brand is catering to at least one of these two things.
Who uses Pinterest?
According to Pinterest, the site has over 150 million monthly active users. While this user base is relatively lower than other popular social platforms, it is still substantial and rapidly growing by the day.
Here are some fascinating demographics of Pinterest users:
- 81% of Pinterest users are female. While only 29% of users are male, this demographic grew by 120% in 2016.
- The median age of Pinterest users is 40. However, the number of millennials signing up has risen dramatically in recent years.
- 64% of Pinterest users live in a city or suburb, while 25% live in rural areas.
- Half of Pinterest users have an annual salary of $50K or more, with 10% of users earning greater than $125K.
When evaluating Pinterest for your marketing strategy, it’s important to consider whether these demographics fit well with your target market. In many cases, your Pinterest audience may not be identical to the one you have on Facebook, Twitter or Instagram – and that’s okay. Different people use different platforms, and you’ll want to adjust your content to that.
What do people pin on Pinterest?
Pinterest demands high-quality visual content – and lots of it. From infographics, to charts, to advice guides, your brand should increase your visual content in order to reach your audience. If your marketing strategy prioritizes visually-stunning content, then Pinterest could be better suited for your brand.
The majority of content on Pinterest is lifestyle-focused. A recent study found that the most pinned and browsed categories on Pinterest were:
- Food & Drink
- DIY & Crafts
- Home Decor
- Holidays & Events
- Health & Fitness
Based on this information, you can determine how to position your brand to fit within these categories. Pinterest can still work for your business, even if it doesn’t fall within these categories. However, you will have to be more creative with your strategy. Furthermore, you’ll be able to see what your audience is interested in with Pinterest analytics. This will manifest in a list of topics and niches, accompanied by images, to show what other interests your audience shares.
Pinterest is a noteworthy platform because of its unique demographic makeup and by the behaviors that it promotes. Consumers use Pinterest to curate a vision of their ideal self, and this is a compelling concept for marketers. The platform provides a huge potential opportunity for meaningful engagement and increased sales. In particular, if your brand positioning includes fashion, art, home decor, food, or anything else that you can create beautiful images of, Pinterest should be your go-to destination to drive targeted traffic to your site. Hopefully these facts and tips about Pinterest have given you more insight into who you can reach, how you can reach them, and why you should use this powerful platform.