Launched in 2010, Pinterest was a relative latecomer compared to other social media giants. More than ten years later, it is among the largest social platforms. And while it has fewer users than Facebook and Twitter, it offers marketers the potential for a stronger digital strategy.
Who Uses Pinterest?
Pinterest users are mostly women, but the number of men on the platform is growing. This year, Hootsuite reported male users grew by 50% in 2020 alone.
In fact, 2020 was a big year for the platform. Pinterest reported it grew their Gen Z users by 40% last year.
Users range in age, with the highest percentage between 25 and 34 years old for both men and women.
Why Do People Use Pinterest?
As a visual medium, Pinterest is a unique platform that offers inspiration and exploration. Users have a future-focused mindset, turning to Pinterest to find their next purchase without even having a specific product in mind. They are simply looking for inspiration to help guide them as they start making decisions.
That’s why 97% of top searches on the social media site are unbranded. That means pinners are looking for something in particular, but not a brand in particular—yet.
Why Should Marketers Use Pinterest?
Because users are searching for inspiration, they’re open to discovering new products. That means marketers have the opportunity to introduce themselves at exactly the moment their prospective customers are most open to discovering them.
Paid Pinterest Ads can be used to attract and engage top-of-funnel prospects that are not yet brand aware, or even knowingly searching for marketers’ offerings. These pinners can be targeted based on interests, demographics and keywords. Once campaigns have been launched, Pinterest ads can create remarketing and look-alike audiences. These ads have placement options within the platform such as home-feed, search results, or related pin placement.
Pinterest is a full-funnel advertising strategy that can be utilized alone or in conjunction with SEM advertising. At Strategic America, we often suggest running Pinterest Ads alongside search engine marketing (SEM) to further develop intel and understanding of best keyword practices, and to ensure constant exposure throughout the entirety of the customer’s journey.
Plus, the platform offers convenient options for marketers and shoppers. The platform is e-commerce compatible and can be linked to online marketplaces to work alongside Google shopping ads. Shoppable Pins allow users to explore products in real time—and even add them to their cart.
Pinterest ads have no minimum spend requirement and are billed by either CPM which is typically $2 – $5 per 1000 impressions, or CPC which is typically $0.10 – $1.50 per click.