Who uses Pinterest?
Simply put, the largest demographic on Pinterest is educated women who have purchase power.
Let’s look at Pinterest statistics.
Pinterest has total of 433 million monthly active users around the world (in July 2022) and around 89.9 million American users, 60% of whom are women.
The faster growing demographics are men and GenZ, both up to 40% and over 50% of new signups currently (in 2022) are men.
Pinterest users tend to be more educated, and with more earning power than average.
Overall around 29% American adults are on Pinterest, but 38% of Americans who have a college-degree are on Pinterest.
45% of people in the US with a household income over $100K are on Pinterest.
If we compare it to the most powerful and empowered demographic that has the most purchase power in the USA, it’s spot on the same demographic than Pinterest users.
This group is called HENRYs – high-earners-not-rich-yet, and they make around $100k to $250k range, which puts them one-fifth of all U.S. households but account for some 36% of all U.S. consumer spending - $4.8 billion.
While the demographics slightly vary in different countries, this gives a great overview of Pinterest users.
80% of weekly Pinners have discovered a new brand or product on Pinterest and 40% of Pinterest users research brands and products using the platform.
Do you want them to find your brand?
How do people use Pinterest?
Instagram is where people show what they are doing right now, Pinterest users flock to Pinterest to plan for their future.
I’m writing this on Thanksgiving week, and the current trends in the USA involve Thanksgiving dinner ideas, and nail designs for November.
A sidenote, looks like Pinterest proves the lipstick index, coined by Estée Lauder's Leonard Lauder, the theory that sales of affordable luxuries, like lipstick, rise in economic downturns. Based on the Pinterest search volmes, the 2022 version of lipstick is nail polish, as people are boosting their mood by doing their nails. Other related things could be accessories, jewelry, and according to Pinterest trend report, even watches are in. Information like this helps you to plan your content the best.
In the Nordic countries, the Pinterest search trends tell me that people are already making Christmas plans.
85% of Pinterest users say Pinterest is where they go to start a new project.
Most likely, anyone getting married next summer, already has a wedding planning board on Pinterest, and anyone making New Year’s resolutions is looking for help how to keep them in a matter of just a few weeks.
As a marketer, you need to be a few weeks ahead, and by the time the consumers are searching for gifts, best recipes, wellness ideas, or the best products to create a manifesting corner in their house, you already have content created for them to find it.
Your turn - test the Pinterest trends search at https://trends.pinterest.com.
Set Realistic Goals for Your Pinterest Strategy
Goal #1: Grow sales.
If you have an online store, make sure your store is set up for Product Pins. Product Pins are enriched with metadata and formatted to let people on Pinterest know that they're shoppable. Product Pins contain product prices, availability, product title and description. Make sure that the descriptions of your products are search-engine friendly on your website, because the same description goes to your Product Pins.
You can also apply to the Verified Merchant Program to get the official blue mark for your store, and other benefits.
The best way to get more sales via Pinterest is to do more than just sell products and adding pins with product pictures.
Goal #2: Increase brand awareness.
People buy from brands they trust, and building brand awareness means publishing content that builds that trust. Showcase your expertise, what your company knows, and give helpful tips of “how to” do something in relation to your company and products. Remember to have branded visual content, so people will visuall recognize your brand.
Goal #3: Boost engagement.
You will realize the power of Pinterest, when you have a community of engaged Pinners who share your content.
Consumers like brands that engage with their audience on social media, and spending even a limited amount of time engaging with Pinterest users can help to boost engagement and sales.
You can even create marketing campaigns only targeting active Pinterest users. Most likely your customers already are on Pinterest, and now you just need to unleash them to share your products and content there too.
Goal #4: Grow your community.
Pinterest is a great platform to find new customers, and reach to new audiences.
97% of top searches on Pinterest are unbranded, meaning people are looking for things, products and ideas, without a specific brand affiliation. This gives you an opportunity for your brand to be found.
Content Best Practices for Pinterest
Create relevant, engaging, and product-centric content to drive sales. Think how you can inspire and educate your target audience. Make sure your content is helpful and useful.
Content tip #1: Pinterest content should be search-engine optimized.
Pinterest is a search engine, and knowing how to search engine optimize your content for your Pinterest business account is the most important growth hack.
First, decide your keywords, and then start using them on your Pinterest business account.
Clear titles and descriptions help your Pin get discovered in search. You can use up to 100 characters for your title and up to 500 characters for your description.
Know what people are searching for, you can use tools like Keywords Everywhere https://keywordseverywhere.com/ to see the search volume for keywords on Pinterest.
Insert keywords to improve your chances of organically ranking through search in these locations on Pinterest:
- Bio text and your profile
- Pin descriptions
- Board titles
- Board descriptions
- Alt-Text in images
Content tip #2: Create timeless content.
While Pinterest content search is seasonal, and you should be following on search trends, the best kind of Pinterest content is timeless. Invest your time in creating content that can be found again, and again for years to come.
Pinterest is the best place for branded timeless content. As an example, I own a media site, and the most popular post from my site that performs the best on Pinterest was written in 2012, and it still gets weekly traffic from Pinterest, ten years later.
While it is tempting to treat Pinterest like any other social media platform and do content with short-term goals in mind, you will get much better ROI for your efforts, when you create a long-term Pinterest marketing strategy.
Content tip #3: Follow search trends.
How can you create branded timeless content that is also timely and relevant? It is possible.
For example, if you have a fashion brand, instead of only posting product pictures of the black pants in the latest winter collection, also create timeless content like “how to style black pants for work”, featuring the pants. Most likely you will have other black pants in your collection in upcoming seasons, and you can just swap the images in your blog post for new products.
Content tip #4: Create the right kind of images.
Pinterest advices how to get the best results with your images.
Use high-quality, vertical images that will stand out in people’s feeds. Pinterest recommends a 2:3 aspect ratio (ex: 1000 x 1500 pixels).
Make your brand the focal point. Put your product or service front and center and put a logo on every Pin you make, but keep it subtle. Avoid the lower-right corner, since that spot gets covered up by product icons.
Add text overlay, a copy that goes on your Pin image to make it stand out. Keep your copy concise for readability on mobile devices. You should create separate Pins for each country you target, so they can be translated into the local language.
Video content performs well on Pinterest, like it does on other platforms. Create Video Pins with a clear hook within the first few seconds to capture people’s attention. Videos between 15 seconds and 1 minute long perform the best and for video ads, 6-15 seconds works best.
Remember that people watch video with sound off, so use text overlay or captions to help tell your story.
Even with video content, select a cover image so people can understand what your video is about with just one glance.
Take it up a notch and create an Idea Pin. Idea Pins are a multi-page canvas to share your ideas. They last forever, and help you grow your audience. Use video content for For Idea Pins as well. For idea pins it’s good to design the content like a real story, with a true beginning, middle and end. Make sure to include everything people need to act on your idea.
Create Pinterest Content with Tumplate.
Tumplate branded editing tool is perfect for Pinterest content. We can create a couple of custom branded themes for your brand that you can use to create dynamic Pinterest content.
We have multiple customers that create branded video ads for Pinterest, and then mix video, and images for Idea Pins. Not forgetting the branded images with text layover, of course.
Brand awareness on Pinterest only works when you stay on brand.
You don’t have to hire an expensive design team to take over Pinterest, you can have anyone in your team creating high quality branded content with Tumplate.
Resources:
https://business.pinterest.com
https://sproutsocial.com/insights/pinterest-statistics
