As a 23 year old woman, I hold Pinterest to a higher value than my other social media accounts (that I am just as active on). It’s more personal to me. The platform feeds my creativity and in turn allows me to maintain my objectives.
“Pinners” (Pinterest users) are ultimately a community of creative people who seek to inspire or be inspired by each other. Pinterest is about sharing real ideas, real hobbies, and real interests. On most platforms social media users feel urged to present their lives in an idealistic manner. But on Pinterest it's more about creativity and less about judgement. This is why it stands as one of the most authentic social media platforms attracting 28.2% of the entire U.S. female population (Mintel, US Pinterest Users and Penetration, By Gender).
It’s no secret that women currently dominate Pinterest looking at all of the female-oriented content that floods the platform. User statistics show a scale of 70% women and 30% men, and according to a recent article in Adweek , the company has no future plans to drive growth with a male user base.
President of Pinterest Tim Kendall sees this equity with women as the best way for Pinterest to compete with the big dogs – Google, Facebook, and Snap Inc. in the advertising world. Audience numbers show that Pinterest is pretty small compared to Facebook. But if you segment out women 25-54, Pinterest is right there competing and reaching about 80% of what Facebook reaches monthly and with greater relevance as a brand. In fact, it drives nearly as much traffic to the online marketplace Etsy as Facebook does.
According to research in eMarketer’s U.S. Social Commerce 2017 Report, the digital performance numbers are encouraging too – people who have engaged with a particular brand on Pinterest are 2.2 times more likely to make a purchase from that brand in the following 30 days. We can say that brands who have a presence within the platform are building a larger following. In 2015, 93% of pinners created boards to plan out what they were going to buy, and 87% had actually bought items after seeing something they liked on Pinterest.
Companies investing in female audiences may want to take a fresh look at how Pinterest can contribute to the growth and maintenance of their brand. And considering that women drive 70-80% of all total purchases, there could be an immensely underestimated opportunity on hand. Nipoon Malhotra, head of ads product at Pinterest, says that advertisements on Pinterest will only continue to be more and more effective, expecting that almost 20% of the U.S. population will be on Pinterest within the next three years. That’s almost 70 million people.
So in summary, brand exposure through vouching DIYers, fashionista inspirers, or simply just paid placement on the Pinterest platform will urge users to feel inspired, leading first to the growth of brands and then to success in the advertising industry. In a time period where the retail brand experience is more complicated than most advertisers are fully grasping, we need to remember “authenticity is key."
Market Research & Insights