Creating your dream life on a Pinterest board is the typical behavior of a young woman on Pinterest. The app allows individuals to get creative by visualizing life goals for themselves, finding inspiration for home decor or fashion, and generating ideas for their next great party. It’s a fun game to play, making it no mystery why Pinterest’s main audience comprises women. If you take a quick glance at the content on the platform, you can tell it is geared toward the female gaze. The question is how does Pinterest do such a great job of appealing to women?
According to Pinterest, 445 million people use their app to get inspired by or find their next purchase or plan- a fantastic avenue for businesses looking to promote themselves. Of their 445 million global users, 60% are women, while only 40% are male and Gen Z audiences.
Women on Pinterest:
While men are present on the app, Pinterest has taken to calling women between 25 and 54 years old “the deciders.” These women are responsible for making the majority of purchase decisions in their homes and, therefore, are the ideal target user for Pinterest. In fact, 51% of deciders have spent $500 or more on products they have been exposed to on the app.
Women choose to remain engaged on Pinterest because it is a space where they can be creative and get inspiration for projects they may be interested in. Pinterest has historically been seen as a fashion or DIY platform, however, 85% of women use it to plan events or moments in their life, further showcasing the depths of the platform.
What sets Pinterest apart from Instagram or other popular apps? In short, Pinterest prioritizes discovering while other platforms prioritize sharing. Pinterest allows you to cultivate a niche of content you are interested in; Women may appreciate Pinterest for this quality as it is much more personalized than consuming content that others are sharing, regardless of if it interests you or not.
How Pinterest Engages its Audience:
Upon knowing how women utilize the platform, it’s also useful to note how Pinterest works and how they engage users.
Pinterest has specific terminology like “create,” when you share an image on Pinterest to create a Pin, and “save,” anytime an image is saved or repinned to a board. Pinterest also offers the opportunity for users to create a business account, which is where users can promote products, ideas, or even services to potentially influence buying decisions and reach a broad audience.
Like most popular social media platforms now, Pinterest prioritizes visual content. On top of that, your feed is different every time you open the app (similar to the way your TikTok’s For You Page will never have the same videos twice). This creates a massive discovery opportunity for your engaged audience: the number of people who engaged with your Pins by saving them to their own boards or interacting with them.
On the platform, you will realize Pinterest does not fall into the “social” aspect of social media. Essentially, the number of followers you have is not indicative of the success you will have. Due to the mass discovery possibilities of Pins, users can find your content whether you have 20 followers or 20,000 followers.
People and social media users don’t always know what they are looking for, but, chances are, they will know it when they see it. And they will probably see it on Pinterest. Whether Pinterest users are looking for a DIY project for their home, planning a party, or figuring out what to wear, they will be able to discover it on the platform. For women, it feels great to be in the majority on an app that seems to care about what you want to see and what you want to buy.
If you are a brand looking to get eyes on your products, set up your consultation today and we can chat about how to make Pinterest work for you!