{"id":1012,"date":"2015-05-18T17:52:13","date_gmt":"2015-05-18T23:52:13","guid":{"rendered":"https:\/\/twprod.wpengine.com\/4-reasons-pinterest-marketing-is-essential\/"},"modified":"2025-02-26T19:20:03","modified_gmt":"2025-02-27T01:20:03","slug":"4-reasons-pinterest-marketing-is-essential","status":"publish","type":"post","link":"https:\/\/www.tailwindapp.com\/blog\/4-reasons-pinterest-marketing-is-essential","title":{"rendered":"4 Reasons Pinterest Marketing Is Essential"},"content":{"rendered":"\n<p>If you\u2019re wondering whether or not your brand needs to market on Pinterest, the answer is simple: Yes. Yes, you do. By not building your presence on Pinterest, you\u2019re missing out on the opportunity to reach your target audience as they make vital decisions in their life.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" data-src=\"https:\/\/twprod.wpengine.com\/wp-content\/uploads\/2023\/04\/why-pinterest-marketing-is-essential-683x1024.png\" alt=\"4 Reasons Pinterest Marketing Is Essential\" class=\"wp-image-5991 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 683px; --smush-placeholder-aspect-ratio: 683\/1024;\" \/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>As an official <a href=\"https:\/\/tailwindapp.com\" target=\"_blank\" rel=\"noopener noreferrer\">Pinterest Marketing<\/a><a href=\"https:\/\/tailwindapp.com\/blog\/pinterest-marketing-developer-partner-program\"> Developer Partner<\/a>, we recently attended a special <a href=\"https:\/\/business.pinterest.com\/en\/blog\/big-year-ahead-promoted-pins\" target=\"_blank\" rel=\"noopener noreferrer\">Pinstitute<\/a> event, during which Pinterest revealed some powerful statistics about their community and how people use the platform. Read on to learn 4 key reasons why your brand needs to market on Pinterest, based on up-to-date stats about how consumers use Pinterest.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-your-target-audience-is-on-pinterest\">1. Your target audience is on Pinterest<\/h2>\n\n\n\n<p>Pinterest has long had the unfair perception of being a platform used <i>only<\/i> by middle-aged housewives. While Pinterest usage by this key advertising demographic continues to strengthen, their audience has been expanding rapidly across demographic segments:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In the US,<b> 55% of women aged 18-54<\/b> are on Pinterest. This is an incredibly valuable audience, as <a href=\"https:\/\/www.forbes.com\/sites\/85broads\/2013\/08\/26\/the-power-of-just-one-woman\/\" target=\"_blank\" rel=\"noopener noreferrer\">women control over $20 Trillion of consumer spending<\/a>.<\/li>\n\n\n\n<li>The number of <b>men<\/b> on Pinterest<b> double in 2014!<\/b> Pinterest now reaches more men in the U.S. each month than Sports Illustrated and GQ combined. Here are some of my favorite <a href=\"https:\/\/tailwindapp.com\/blog\/men-on-pinterest-exist\/\" target=\"_blank\" rel=\"noopener noreferrer\">manly Pinterest profiles<\/a>.<\/li>\n\n\n\n<li><b>\u2153 of the coveted millennial generation<\/b> are now using Pinterest to plan their future. Which leads us to the next reason you need to market your brand on Pinterest&#8230;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-life-events-are-planned-on-pinterest\">2. Life events are planned on Pinterest<\/h2>\n\n\n\n<p>Because of Pinterest\u2019s positive, aspirational nature, many use the platform to plan for the future. <a href=\"https:\/\/www.millwardbrowndigital.com\/pinterest-and-the-power-of-future-intent\/\" target=\"_blank\" rel=\"noopener noreferrer\">According to a study done by Millward Brown Digital and Pinterest<\/a>, <b>74% of pinners view Pinterest as a tool to help them plan for the future, and 67% of pinners will experience a major life event within 6 months<\/b>.<\/p>\n\n\n\n<p>With life events being planned on Pinterest, it makes perfect sense that \u2153 of millennial\u2019s would be active on the site. Speaking as a millennial (I was born in 1988), I\u2019ve used Pinterest to plan wedding showers, find the perfect vacation spots, set up my first \u201cgrown up\u201d apartment, and helping friends plan for their own weddings.<\/p>\n\n\n\n<p>Because these events were in the planning stages (as opposed to showing them off after the fact on social networks), I was able to discover brands when I was in the buying mindset. That ability to <b>market to the right pinners <\/b><b><i>before<\/i><\/b><b> purchase decisions occur<\/b> gives brands on Pinterest a critical window into the consumers\u2019 marketing funnel.<\/p>\n\n\n\n<p>Reaching pinners before a purchase decision means commercial content is welcome in the user experience, not an interruption. This brings us to our next reason why Pinterest marketing is essential:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-pinterest-is-a-natural-fit-for-brands\">3. Pinterest is a natural fit for brands<\/h2>\n\n\n\n<p>People are going on to Pinterest to <i>find<\/i> new things to try to improve their future. There\u2019s <b>no<\/b> reason your brand can\u2019t be part of that conversation. In fact, Pinterest can\u2019t exist without the presence of brands. Pinners <i>want<\/i> to see your brand\u2019s new fall collection and <i>want<\/i> to learn how your exercise product will help them shed the pounds.<\/p>\n\n\n\n<p><b>If commercial content disappeared from Pinterest tomorrow, the network would become much less useful.<\/b> The same can not be said so easily of social networks such as Facebook, Twitter or Instagram.<\/p>\n\n\n\n<p>The same study conducted by <a href=\"https:\/\/www.millwardbrowndigital.com\/pinterest-and-the-power-of-future-intent\" target=\"_blank\" rel=\"noreferrer noopener\">Pinterest and Millward Brown Digital<\/a> also shows that the site is driving purchase decisions in many key categories. Here\u2019s the percent of active pinners citing Pinterest as helping them make purchase decisions by category:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Food \u2013 79%<\/li>\n\n\n\n<li>Clothing \u2013 53%<\/li>\n\n\n\n<li>Home D\u00e9cor \u2013 60%<\/li>\n\n\n\n<li>Beauty \u2013 51%<\/li>\n\n\n\n<li>Health &amp; Fitness \u2013 47%<\/li>\n<\/ul>\n\n\n\n<p>Pinners are actively looking for your brand to help inform their decisions. This is a major part of what differentiates Pinterest from the other social networks, and what leads us to our final point:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-pinterest-is-a-discovery-engine\"><b style=\"font-size: 1.6rem; line-height: 1.2;\">4. Pinterest is a discovery engine<\/b><\/h2>\n\n\n\n<p>Recently I wrote an article called, \u201c<a href=\"https:\/\/tailwindapp.com\/blog\/pinterest-is-not-social-media\" target=\"_blank\" rel=\"noreferrer noopener\">Stop Treating Pinterest Like a Social Media Platform<\/a>\u201d. Although I was evoking a bit of hyperbole with the title, it\u2019s still important to recognize that users are on Pinterest to discover new things. Pinners are not there to start political discussions or look at pictures from your college roommate&#8217;s\u2019 baby shower. They\u2019re on Pinterest to look at beautiful images and search for new ways to improve their life \u2014 including discovering your brand\u2019s offerings.<\/p>\n\n\n\n<p>There are numerous implications of this:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Similar to search engines such as Google and Bing, content will continue being discovered on Pinterest for months or even years after it is first pinned. This helps you build up your ROI from Pinterest over the long-term, increasing your marketing efficiency over time.<\/li>\n\n\n\n<li>Discovery carries through the entire marketing funnel. From top of funnel inspiration to narrowing down a consideration set and ultimately purchasing an item, Pinterest can help you keep a potential buyers\u2019 attention over time.<\/li>\n\n\n\n<li>Pinterest marketing allows you to inspire and inform at the same time. This is the dream for many marketers, as it allows you to be at once creative, poignant and helpful. When done properly, the brand uplift can be immense.<\/li>\n<\/ul>\n\n\n\n<p><em>Ready to start now? <a href=\"https:\/\/www.tailwindapp.com\/pinterest-scheduling-and-publishing\" target=\"_blank\" rel=\"noopener noreferrer\">Learn how to schedule Pins, optimize your content strategy, get analytics and more with Tailwind<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how Pinterest&#8217;s expanding demographic and user behavior make it a powerful platform for brands. Find out how to reach your target audience and drive purchase decisions.<\/p>\n","protected":false},"author":85,"featured_media":1014,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_block_theme_hide_title":false,"footnotes":""},"categories":[5,6],"tags":[],"class_list":{"0":"post-1012","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-all-posts","8":"category-tailwind-blog","10":"with-featured-image"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 Reasons Pinterest Marketing Is Essential - Tailwind Blog<\/title>\n<meta name=\"description\" content=\"Learn how Pinterest&#039;s expanding demographic and user behavior make it a powerful platform for brands. Find out how to reach your target audience and drive purchase decisions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tailwindapp.com\/blog\/4-reasons-pinterest-marketing-is-essential\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Reasons Pinterest Marketing Is Essential\" \/>\n<meta property=\"og:description\" content=\"Learn how Pinterest&#039;s expanding demographic and user behavior make it a powerful platform for brands. Find out how to reach your target audience and drive purchase decisions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tailwindapp.com\/blog\/4-reasons-pinterest-marketing-is-essential\" \/>\n<meta property=\"og:site_name\" content=\"Tailwind Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Tailwind\/\" \/>\n<meta property=\"article:published_time\" content=\"2015-05-18T23:52:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-27T01:20:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/04\/why-pinterest-marketing-is-essential-e1431721875621.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"1499\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Melissa Megginson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TailwindApp\" \/>\n<meta name=\"twitter:site\" content=\"@TailwindApp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Melissa Megginson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/4-reasons-pinterest-marketing-is-essential#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/4-reasons-pinterest-marketing-is-essential\"},\"author\":{\"name\":\"Melissa Megginson\",\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/#\\\/schema\\\/person\\\/b3773835f50dc66205be0c3afe1865d7\"},\"headline\":\"4 Reasons Pinterest Marketing Is Essential\",\"datePublished\":\"2015-05-18T23:52:13+00:00\",\"dateModified\":\"2025-02-27T01:20:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/4-reasons-pinterest-marketing-is-essential\"},\"wordCount\":852,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/4-reasons-pinterest-marketing-is-essential#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.tailwindapp.com\\\/wp-content\\\/uploads\\\/2023\\\/04\\\/why-pinterest-marketing-is-essential-e1431721875621.png\",\"articleSection\":[\"All Posts\",\"Tailwind Blog\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/4-reasons-pinterest-marketing-is-essential#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/4-reasons-pinterest-marketing-is-essential\",\"url\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/4-reasons-pinterest-marketing-is-essential\",\"name\":\"4 Reasons Pinterest Marketing Is Essential - Tailwind Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/4-reasons-pinterest-marketing-is-essential#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.tailwindapp.com\\\/blog\\\/4-reasons-pinterest-marketing-is-essential#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.tailwindapp.com\\\/wp-content\\\/uploads\\\/2023\\\/04\\\/why-pinterest-marketing-is-essential-e1431721875621.png\",\"datePublished\":\"2015-05-18T23:52:13+00:00\",\"dateModified\":\"2025-02-27T01:20:03+00:00\",\"description\":\"Learn how Pinterest's expanding demographic and user behavior make it a powerful platform for brands. 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