Is Pinterest’s target audience changing?

Updated: January 29, 2018

Pinterest is one of those social media platforms that can often be overlooked in the business world. And, we can’t really be too surprised. Pinterest has this reputation of being a platform for 40 year old mothers. But, what you may not realize is that Pinterest is an excellent marketing platform as well. Let’s break this down so you have a better understanding of what’s going on with Pinterest’s target audience.

Is Pinterest’s target audience changing?

Pinterest has absolutely everything from fashion, to sports articles, to health, to arts and crafts ideas, to recipes and everything in between. You can design your dream home, plan your next vacation and strategize your high-class four-course meal. True, pinning can be the perfect way to spend some free time, but it can also be a great resource for daily needs and planning for the future.

Now, we should take this moment to note that the original Pinterest target audience primarily consisting of female ages 25-54 — hence, the stereotype. However, Pinterest recently gave an update which showcased a shift in Pinterest demographics.

Here are some of the noteworthy numbers:

• 1 out of 2 Millennials use Pinterest every month
• The number of male Pinterest users has more than doubled
• 61% of users have discovered new brands/products from Promoted Pins
• 1 out of 2 users make purchases after seeing Promoted Pins

What does this tell us?

Since even just two years ago, Pinterest’s audience has exploded with new users. When we first created this post, Pinterest had reached 80 million users. Just a few years later, in April 2017, Pinterest’s users more than doubled by hitting the 175 million users mark. Today, 200 million people use Pinterest every month. And, as the demographics show, these users aren’t just moms.

Pinterest is no longer just a platform for entertainment.

Pinterest has become a platform for business growth. Promoted pins have become quite a useful way to advertise products and services. Website content can be found through linked images. Collaborative boards build business to business relationships. Pinterest has become a social media powerhouse with its linkable, photo-driven format.

In our own experience, Pinterest has been the best social media platforms for acquisitions in the last couple of months. So, between Google Plus, Facebook, Twitter, and LinkedIn, Pinterest has gotten the most people to click onto our website.

So let’s make this about you and your business…

Your Pinterest goals for 2018

1. Focus on sharing pins targeted toward Millennials.
2. Don’t pin only stereotypically feminine pins.
3. Design the images on your website to be gender-neutral. Share them on Pinterest.
4. Try some of your promoting pins.

The power of Pinterest has been underestimated for so long. Leverage this power so you can grow your business. Good luck to you!

Reach out to us if you have questions.