Reach Influential “Deciders” in Every Household: Leverage Pinterest!

It’s small business marketing 101 to focus on Facebook and Instagram, but Pinterest is definitely worth adding to your digital marketing strategy, especially if you are in the business to consumer niche. Pinterest users are already in active research and discovery mode when they go to the platform, looking for everything from a new sofa to a new pair of shoes to their next book to read or recipe to make.

I’ve been helping a national brand build their Pinterest strategy and have seen their active and engaged followers skyrocket as well as their monthly page views, from a few thousand to more than 100,000 and in less than 6 months. Even for someone who works in digital marketing like myself I was pleasantly surprised to how dynamic Pinterest continues to be for brands.

If you are targeting consumers, don’t overlook the power of Pinterest.

Here are 10 eye-opening stats about Pinterest that should cause you to take a second look at this platform for your business:

10 Eye-Opening Stats About Pinterest

  • Pinterest is the fourth-most-popular social media platform in America, outranking Snapchat, LinkedIn, Twitter and WhatsApp.
  • 250 million people use Pinterest every month (as of September 2018), with 77.4 million of those people in America.
  • According to eMarketer, Pinterest added more American users than Facebook and Twitter combined between 2017 and 2018.
  • Pinterest reaches 83 percent of US women aged 25-54. Pinterest calls these women “deciders.”
  • 50 percent of new sign-ups in 2018 were men
  • High-income and educated US households are twice as likely to use Pinterest as low-income and less educated US households
  • 85 percent of women users use Pinterest to plan “life moments,” ranging from bigger “life moments” such as decorating a new home or going on vacation to smaller ones like cooking, working out and party planning.
  • 90 percent of weekly users use Pinterest to make purchase decisions.
  • 55 percent of Pinners are looking specifically for products
  • 51 percent of women have been exposed to new brands on Pinterest

Source: HootSuite blog

Unlike ads on Facebook and Instagram which can get annoying and sometimes creepy (for example, you’re posting pictures about your new cat and suddenly you see ads for kitty litter pop up in your feed), consumers actually appreciate ads on Pinterest. When your brand’s content is on Pinterest, it isn’t competing with content from your audience’s friends and family. That’s because people go to Pinterest when they are in research to purchase or create mode.

Pinterest’s advertising options are also still relatively new and they continue to roll out exciting new tools.

If you need help with your Pinterest strategy, please email me at and I’ll be happy to create a proposal that suits your marketing needs.

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