The Pros & Cons of Pinterest For Brands – Including Platform Demographics
We’re always on the hunt for effective new social media tools and platforms for our clients, so we thought we would share our thoughts on the web’s latest obsession: Pinterest.
First, a little background, in case you’re not familiar with Pinterest:
Pinterest is an online “pin board” that allows users to share and exchange ideas on products and trends that they find exciting. Users “pin” images they find on the web to their Pinterest board, sharing them with their followers. Every image on a user’s Pinboard is hyperlinked to the original source, helping to drive traffic from Pinterest to external sites.
According to comScore, Pinterest has amassed over 4 million users and is growing rapidly.
As with any new platform, it’s important to know the pros and cons before you begin to invest time and effort into building out a Pinterest page for your brand.
Pro – Highly Engaged Audience
The most valuable aspect of Pinterest for brands is the highly engaged audience. Users are on Pinterest for the explicit purpose of finding and sharing product ideas and trends. In fact, as TechCrunch explains, Pinterest is perhaps the first platform to cater to consumers who prefer to use social media to discover new products.
Pro – Built To Showcase Products and Ideas
A key advantage to Pinterest is that the site focuses on showcasing users’ tastes in products and ideas rather than a user’s personal brand. This makes it ideal for retail brands like Nordstrom, which has amassed more than 6,000 Pinterest followers just by posting photos of the products it sells.
Con – To Succeed, You Need High Quality Photography
One downside to the focused functionality of Pinterest is that it limits the content to just static images. In fact, the most active brands on Pinterest, such as Nordstrom and Etsy, rely on high-quality photos to incite more active sharing and commenting. Before branching out to Pinterest, brands need to assess whether they have a collection of high-quality, unique photography to support their presence.
Pro/Con – Highly Targeted Audience
Pinterest attracts a very specific audience. According to data from Google, Pinterest users are 82 percent female and 70 percent of users are under the age of 45. This demographic is spot-on for some brands, but if you want a broader reach, other platforms should be part of your marketing mix.
Some Additional Demographic Data:
Though Pinterest has not released its audience demographics, we were able to mine Google for the data. Below is what we found, including the estimated education and household income breakdowns for the Pinterest platform:
Overall, we’re enthusiastic about Pinterest. We think it’s a growing platform and we’re confident it will be a significant focus for lifestyle and enthusiast brands in 2012.
As always, (and before you start pinning away!) let’s first discuss which social platforms makes sense for your business objectives. Whether it’s influencer engagement, brand awareness, leads or sales lift you’re looking for, there’s a right social media model, backed by the right measurement tools, just for your needs.