Social networks offer great opportunities for the promotion and sale of products online. Through social media, we can follow new trends and gather a lot of information about products in the market. Pinterest is one of the best addresses for marketing.
Pinterest is a social media that allows you to share your ideas with beautiful snapshots. As the name suggests, you share your interests by pinning them to your page. Unlike Instagram, on Pinterest, people post their likes and visual works, not their selfies.
The algorithm of this huge multicolored pinboard is so perfect that it reveals similar images that you might be interested in. So you can compare the products you share with their counterparts in the market.
A little bit of history
Pinterest was founded in 2010 by Ben Silbermann, a former Google employee, along with Paul Sciarra and Evan Sharp.
The multicolored universe of Pinterest from which it’s hard to stay away today, started on its journey with only 10,000 users. The app for iPhone and then for iPad was launched in 2011. That same year, the platform was named one of the 50 best websites by Time magazine in 2011.
The social platform now has 433 million monthly active users (according to the 2022 Investor Results Report (Source: “Pinterest Announces Second Quarter 2022 Results (pinterestinc.com)“).
Some numbers
While Pinterest has 86.35 million active in its home country of the United States, it also has significant popularity in Europe.
Pinterest has:
– 15.12 million active users in Germany,
– 11 million in France,
– 8.76 million in the UK,
– 8.56 in Italy,
– 7.04 million in Spain
– 4.36 million in the Netherlands
– 2.7 million in Belgium.
(Source : https://www.statista.com/statistics/328106/pinterest-penetration-markets/)
So, who uses Pinterest the most?
– 76.5% of female Pinterest users are women
– 15.6% of Pinterest users are male
– 7.9% of Pinterest users did not specify their gender.
(source : https://datareportal.com/essential-pinterest-stats.)
* Please see: Countries with most Pinterest users 2022 | Statista
** According to Simon Kemp’s article, these statistics are based on Pinterest’s ad reach data for July 2022. These numbers above are based on Pinterest’s potential ad reach data, and may not match the number of monthly active users. Pinterest’s self-service ad tools report gender data for “female,” “male,” and “unspecified.” Please see: The Latest Pinterest Stats: Everything You Need to Know — DataReportal – Global Digital Insights
*** Please see: business.pinterest.com/fr/audience/
What is the age range of users?
According to Simon Kemp’s article “PINTEREST STATISTICS AND TRENDS” on dataportal.com, Pinterest’s tools do not offer a detailed analysis of the platform’s advertising audience across all age groups. This makes it difficult to calculate the average age of active users.
However, in the most recent data available, users aged 25 to 34 represent the largest share of Pinterest’s advertising audience (datareportal.com/essential-pinterest-stats.)
While the platform has the most registered users in the 50-64 age group, based on previous years’ numbers, Pinterest appears to be quite popular among générations Y and Z. (source : business.pinterest.com/en/audience/ )
It’s important to note that Pinterest has mostly users who enjoy shopping and are financially comfortable.
If you register for a business account, the platform also provides you with very detailed statistics on your subscriber demographics and their fields of interest..
Pinterest marketing, who is it for?
Pinterest can be a valuable platform for marketing for a variety of businesses and individuals, but it is particularly well-suited for those that align with its user base and content style. Here are some types of businesses and individuals who can benefit from using Pinterest for marketing:
- E-commerce Businesses: Businesses that sell physical products can showcase their products on Pinterest. This platform is especially popular for fashion, home decor, food, and lifestyle brands. Creating visually appealing pins that link back to product pages can drive traffic and sales.
- Blogs and Content Creators: If you create content in the form of blogs, articles, or videos, Pinterest can be a great source of traffic. Pins linking to your content can help increase your website’s visibility.
- Service Providers: Even if you don’t sell physical products, you can still market your services on Pinterest. Visual content such as infographics and step-by-step guides can attract potential clients.
- Artists and Designers: Pinterest is a platform where visual creativity shines. Artists, graphic designers, and illustrators can use it to showcase their work and attract a following.
- Event Planners and Wedding Industry: Pinterest is a popular platform for event inspiration, including weddings, parties, and home decor. Businesses in these industries can share their services and ideas effectively.
- Health and Wellness Professionals: Nutritionists, fitness trainers, and wellness coaches can create content related to health and wellness. Pinterest is a hub for recipes, workouts, and self-care tips.
- Educational Institutions: Schools, colleges, and educational content creators can use Pinterest to share educational resources, study tips, and course materials.
- Nonprofits: Nonprofit organizations can use Pinterest to raise awareness about their causes, share success stories, and inspire people to take action or donate.
- Travel and Hospitality: The travel industry can showcase destinations, hotels, and travel tips through Pinterest boards filled with beautiful images.
- DIY and Crafters: Pinterest is a treasure trove for DIY enthusiasts and crafters. If your business involves DIY projects or crafting supplies, this platform is ideal for showcasing your products and ideas.
- Food and Beverage Industry: Restaurants, food bloggers, and food product companies can leverage Pinterest to share recipes, cooking tips, and food photography.
- Real Estate: Real estate agents can use Pinterest to showcase properties and create boards featuring home decor and design ideas.
- Influencers: Social media influencers and content creators can expand their reach by sharing their content on Pinterest, attracting a different audience interested in curated collections of content.
- Local Businesses: Small local businesses can use Pinterest to promote their products and services to a wider audience, especially if they offer unique and visually appealing items.
- Affiliate Marketers: Individuals or businesses engaged in affiliate marketing can create pins that drive traffic to affiliate product pages.
Remember that success on Pinterest often depends on creating visually appealing and engaging content, understanding your target audience, and using appropriate keywords and descriptions.
You can also boost your website traffic with Pinterest. Pinterest does not block links to your business site like some platforms do.
Marketing on Pinterest, why?
Pinterest is a great place to share your business/ products, get new ideas to inspire you and learn more about your competitors.
Pinterest offers several unique features and benefits that make it a compelling platform for marketing purposes:
- Visual Discovery: Pinterest is all about visual content. Users come to Pinterest to discover ideas, inspiration, and products through images. This makes it particularly suitable for businesses with visually appealing products or services.
- High Purchase Intent: Many users on Pinterest are actively looking for ideas and products to purchase. This means that the platform often drives high-quality traffic with strong purchase intent, making it valuable for e-commerce businesses.
- Longevity of Pins: Unlike other social media platforms where content has a shorter lifespan, pins on Pinterest can continue to be discovered and engaged with for months or even years after they’re initially posted. This can provide a long-term marketing benefit.
- Searchable Content: Pinterest functions like a visual search engine. Users search for specific topics, ideas, or products, and well-optimized pins can show up in these searches. This is an advantage for businesses aiming to be discovered by users looking for their particular offerings.
- Targeted Advertising: Pinterest provides robust advertising options that allow you to target specific demographics, interests, and behaviors. This helps you reach the right audience with your content.
- Diverse Content Formats: Pinterest supports various content formats including standard pins, video pins, story pins, and carousel pins. This versatility allows you to experiment with different types of content to see what resonates best with your audience.
- Audience Engagement: Users on Pinterest actively engage with content by saving, sharing, and clicking through pins. This engagement can drive traffic to your website or product pages.
- Brand Exposure: Pinterest can help increase brand visibility and awareness, particularly for businesses that focus on lifestyle, design, and creative content.
- Influence on Purchasing Decisions: Many users use Pinterest for planning events, projects, and purchases. Businesses can influence these decisions by providing inspiration and ideas that align with their products or services.
- Rich Analytics: Pinterest offers detailed analytics that provide insights into how your pins are performing. This data can help you refine your strategy and create content that resonates better with your audience.
- Evergreen Content: The content you create on Pinterest can have a lasting impact. Pins can be repinned and rediscovered by users, providing ongoing exposure.
- Integration with Websites: Pins can link directly to your website or product pages, driving traffic and potentially increasing sales or conversions.
- Niche Communities: Pinterest has a wide range of niche communities focused on specific topics. This can be advantageous for businesses catering to specialized interests.
- Global Reach: Pinterest is used by people around the world, so it offers the opportunity to reach a global audience.
- Mobile-Friendly: Pinterest’s mobile app is popular, making it easy for users to engage with content on the go.
Although it’s over 10 years old, Pinterest still offers opportunities that many users don’t know about.
While Pinterest offers numerous advantages for marketing, it’s essential to have a well-defined strategy and consistently create high-quality, visually appealing content to succeed on the platform. Understanding your target audience and aligning your content with their interests and needs is key to leveraging Pinterest effectively for marketing.
For this topic you can also read: “Image is the message” and “Pinterest for real estate marketing:
Si vous avez des questions concernant votre campagne marketing sur Pinterest, n’hésitez pas à me contacter par téléphone ou par e-mail. Je serai ravie de vous aider.
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