Pinterest Demographics
Is Your Audience on Pinterest?
Of all the social networking platforms in use today, Pinterest stands out as one of the newest and fastest-growing. Since its launch in 2010, Pinterest has exploded in popularity, growing from fewer than a million users in 2011 to over 200 million users by 2013. Weekly hits have skyrocketed from 1.3 million to nearly 30 million in just a few short years, showing its incredible potential for both brand visibility and customer acquisition.
With the growth of Pinterest, businesses are increasingly recognising the potential to reach new customers by targeting specific Pinterest demographics. However, before diving into Pinterest marketing, it’s essential to ask yourself: Is your target audience using Pinterest?
Understanding Pinterest Demographics
Before investing in a social media marketing strategy that focuses on Pinterest, it’s vital to determine whether your target market is present on the platform. Here’s a closer look at Pinterest’s demographic data to help you decide whether this platform is right for your business.
Gender Breakdown
One of the most striking features of Pinterest demographics is the dominance of female users. As of 2013, approximately 70% of Pinterest’s active users were female. This means that businesses targeting women’s fashion, beauty, home décor, crafts or lifestyle products are particularly well-suited to Pinterest marketing.
For businesses that primarily cater to a male audience, Pinterest may still offer potential, but the platform’s user base is predominantly female. Understanding this dynamic is key to tailoring your content and approach.
Additionally, an encouraging piece of research from the Pew Research Centre suggests that one in five users who re-pin an image will go on to purchase the product featured in that image. This statistic highlights Pinterest’s ability to convert engagement into sales, making it a powerful tool for visually-driven businesses.
Age Range
Like most social media platforms, Pinterest’s usage tends to decline with age. Research shows that 19% of 18-49-year-olds frequently pin and re-pin content, while 12% of 50-64-year-olds are active users, and just 4% of users over 65 are engaged on the platform.
For businesses targeting young adults or middle-aged consumers, Pinterest can be a lucrative marketing tool. If your products or services appeal primarily to an older demographic, Pinterest may be less effective. However, if you’re marketing products for younger audiences, particularly millennials, Pinterest could be a goldmine of opportunities.
Geographical Considerations
Does your business cater predominantly to customers in specific areas, or do you serve a nationwide audience? This question is important when evaluating whether Pinterest is a good fit for your marketing strategy. Statistics indicate that Pinterest is more popular in rural and suburban areas than in big cities.
If your target market is concentrated in rural or suburban regions, Pinterest’s demographic alignment with these areas can offer significant advantages. Conversely, if your customer base is primarily urban, you might need to explore other social platforms in addition to Pinterest.
Education Levels
Pinterest’s user base also stands out in terms of education levels. Approximately 20% of users have at least graduated from university and a further 16% have completed some college. Compared to other social platforms like Facebook or Twitter, Pinterest tends to attract a slightly more educated audience.
Does the education level of your target market matter for your business? Even if it doesn’t, this data shows that Pinterest users are often well-informed and engaged, which can be valuable for businesses offering premium or specialised products.
Why Pinterest Works: The Power of Visual Marketing
Pinterest’s demographic profile reaffirms the power of visual marketing. Pinterest users are highly visual and often make purchasing decisions based on the images they encounter. This means that stunning visuals and engaging content can have a significant impact, especially when combined with the platform’s re-pinning feature, which amplifies your content’s reach.
But it’s not just about pretty pictures. Businesses can add text overlays, calls to action and other creative elements to their images to engage users more effectively. For example, businesses can post how-to guides, product ideas or behind-the-scenes looks at their processes to spark interest and encourage users to re-pin.
Is Pinterest Right for Your Business?
So, is Pinterest the right platform for your business? If your target audience aligns with Pinterest’s demographics – particularly younger women, middle-aged consumers, or those in rural and suburban areas – Pinterest can be an invaluable part of your social media marketing efforts.
Here are a few key reasons why you might want to consider marketing on Pinterest:
Visual Appeal
Pinterest is all about visual storytelling. If your business offers visually appealing products or services, Pinterest allows you to showcase them in a way that resonates with users. Eye-catching images can drive traffic and increase sales, especially for lifestyle and home-based industries.
Conversions Through Engagement
With one in five users making a purchase after re-pinning an image, Pinterest offers a unique opportunity to turn engagement into sales. If you can get your products into the hands of users through visual inspiration, the platform can help drive direct sales.
Drive Traffic to Your Website
Pinterest pins include direct links to your website, making it a powerful tool for driving traffic. Whether you’re promoting blog content, e-commerce products or service offerings, Pinterest can serve as a gateway for visitors to explore your business further.
Brand Building Through Content Sharing
Pinterest allows you to curate and share content that reflects your brand’s values and aesthetic. By creating boards that resonate with your audience’s interests, you can position your business as an authority in your niche and build stronger relationships with your followers.
Let The Last Hurdle™ Help You Navigate Pinterest Marketing
If you’re interested in exploring Pinterest marketing, The Last Hurdle™ can help you leverage the platform’s potential to engage your target market and boost sales. With our dedicated social media marketing services, we can guide you through:
- Content Creation: Crafting visually engaging content that resonates with Pinterest’s user base.
- Strategy Development: Tailoring a Pinterest marketing strategy to fit your business’s goals and demographics.
- Tracking and Analysis: Monitoring your Pinterest campaigns to ensure you’re getting the best return on investment.
Pinterest’s demographics offer a wealth of opportunities, especially if your target audience aligns with the platform’s key user groups. Don’t miss out on the chance to increase visibility and sales through one of the fastest-growing social networks.
Get Started with Pinterest Marketing
If you’d like to explore how Pinterest or any other social network can boost your business’s visibility and sales, contact The Last Hurdle™ for a complimentary consultation.
