Pinterest: Advertisers' Hidden Gem

Pinterest is one of those platforms that have been around for years—everybody is familiar with it and knows how to use it but it generally flies under the radar. Users have been curating content on Pinterest for the past 12 years, and marketers have been utilizing it in their digital marketing strategies. 

However, do we know its true potential? Can we use Pinterest to predict future trends?

The short answer is “Yes.” Pinterest is full of surprises. 

A couple of months ago, we talked about why Pinterest ended up on our 2021 watch list. If you missed that blog, you can read it here.

Pinners are planners. Pinterest users use the platform to plan their everyday occasions, like what to make for dinner; evergreen occasions, like a weekend getaway; and special occasions, like weddings, baby showers, divorce parties, etc. 

The platform’s unique selling proposition is that people come to Pinterest to plan for the future. Let’s use a birthday party as an example. 

You went to a birthday party yesterday and now you are posting about it on Instagram or Facebook. We all know how popular throwback hashtags are, especially in the middle of the winter when your friends are reminiscing about their summer vacations. 

If you are at a birthday party right now, you may use Snapchat, Instagram, Twitter or Facebook to update your friends.

However, if you are planning a birthday party and you need ideas, you go to Pinterest. 

With 431 million active users around the globe, Pinterest is one of the most popular social media platforms on the planet. 45% of people in the U.S. with a household income over $100K are on Pinterest. Females make up more than 60% of the audience. However, male Pinners and Gen Z Pinners are up 40% year over year. 

People use Pinterest to get fresh ideas. 85% of Pinners go to Pinterest when they start a new project. That’s why content from advertisers can easily blend in with the overall aesthetic of the platform and provide inspiration. 

Furthermore, 97% of top Pinterest searches are unbranded. This gives a chance for businesses of all sizes to shine. 

Pinterest has another edge over its competitors. The platform works hard to foster a positive environment for creators, advertisers and users. The company has strict advertising guidelines as well as a defined mission statement. The platform prohibits ads about political campaigns, elections, social issues, sensitive content, tobacco, etc. 

On March 10, 2022, Pinterest hosted a global ads summit called “Pinterest Presents.” You can watch the full video here. Top company executives introduced new features, talked about Pinterest’s role in building a more positive internet and what the future holds. 

Speaking of the future, Pinterest prides itself on being able to predict trends before anyone else—even major search engines. In fact, 8 out of 10 trend predictions the company made for 2021 came true. Pinterest Predicts is an underappreciated marketing tool. Use it wisely. 

If you are excited about adding Pinterest to your marketing strategy, feel free to reach out to me or our brilliant team of social media experts here.