In a world where tens of millions of people have seen the documentary The Social Dilemma and people are increasingly mistrusting social media, Pinterest stands to rise as the star of digital marketing. Why? Because while some people are cutting back on their Facebook and Instagram use or deleting their accounts altogether, Pinterest remains relatively unscathed. Unless you’re really looking for negativity, Pinterest is still a positive place, a space on the internet frequented by creators looking for ideas and inspiration.
Pinterest Users are Future-Focused
At Divine Social, we say that Pinterest is future-focused, whereas other platforms tend to be looking at the past—posting pictures of past trips, milestones, news events, etc. Pinners, people posting Pins on Pinterest, are generally searching for ideas for something they plan to do in the future.
You might relate. Maybe you’ve personally gone to Pinterest to find a recipe to make for dinner or grab ideas for a home renovation. Perhaps you planned your whole wedding, a baby shower, or another event with Pinterest. But regardless of whether or not you personally use Pinterest, it’s essential to know that Pinners are people who are open to new brands and new ideas. They’re looking to explore. And although it is a longer buying cycle, they are looking to spend.
Pinners are (Almost) Ready to Spend
Unlike Facebook or Instagram advertising, where brands see clicks convert to sales on the spot, the buying cycle is longer on Pinterest. Perhaps someone creates a Pinterest Board with ideas for a bedroom renovation they plan to do over the next month or even the next six months. But, that person is open to new brands, and when they circle back around to actually completing the project, that Pin of their Board turns into a sale. In fact, 85% of weekly Pinners have purchased something based on the Pins they see from brands.
Pinterest advertising offers something other social media advertising does not—a natural alignment between what consumers are there to do and what advertisers are there to do. This allows brands to offer the right solutions at the right time.
And here is a shocking statistic and something you’re business is missing by not using Pinterest—Pinners spend 80% more in retail than people who don’t use Pinterest. So when you’re advertising to Pinners, you're automatically targeting a demographic with more expendable income.
Millennials on Pinterest
To dive a bit deeper into the demographics of Pinterest users, 62% of US Millenials with a household income of more than $100k are on Pinterest. Pinterest was founded in 2010, so many Millenials have been on Pinterest for the entirety of its existence or at least a good chunk of it. They’re used to creating Pinterest boards to build out ideas before executing them, and they’re used to buying things related to Pins from brands. Research shows 8 out of 10 weekly Pinners have bought something based on Pins from brands.
And if all these numbers weren’t convincing enough, 80% of US moms, 80% of US Millenial women, and 40% of US Millenial men are on Pinterest. Other leading countries in Pinterest use are the UK, France, Denmark, Canada, and Australia.
So there you have it. Pinners are people who are looking to the future and looking for new ideas. They are open to new brands and have money to spend. And better yet, they’re already used to learning about brands on Pinterest and then buying from them. If you’re considering what a Pinterest marketing campaign could look like for your business, please contact us at Divine Social (a Pinterest Marketing Agency) today!
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