When discussing the needs of social media for your business the same platforms are always mentioned, Facebook, LinkedIn, Twitter and YouTube along with Instagram which has recently seen a huge user increase.
The one that seems to be an after thought because of the presumed demographic is Pinterest. It is true that Pinterest has been known for one of the most favored social media platforms for women – making up about 80% of the users.
But could things be changing?
In the US it is still a platform dominated by women with 42% of adult women using it compared to only 13% being men. Europe seems to be a slow adapter to the platform with only 8% being active users.
Between fall 2013 and spring 2014, the percentage of 18- to 29-year-olds using Pinterest rose from 25% to 33%, a greater adoption increase than Snapchat’s.
The site has also proved to be most popular among wealthy consumers which is an interesting factor that you might want to consider when deciding whether your product or service is suitable for the platform.
Not all customers live in the US and Europe
The Asian continent is a huge demographic with a spending potential. In recent years there have been some economic shifts with countries like India, South Korean and Japan. According to Pinterest the number of men using the platform in these territories doubled in 2014, one-third of new sign-ups were men.
This is creating a 50/50 split of men and women on the platform. 10.9% of all Pinterest usage comes from India, the platform has 70 million users worldwide so that means over 7.6 million people use Pinterest in India.
Should Pinterest be part of my social media marketing?
You need to think about your chosen demographic and how your product or service fits into it. Here are the most common boards:
- food and drink
- home decor
- women’s fashion
- Cars & Motorcycles
- Men’s Fashion
- Health & Fitness
To wrap up, Pinterest in my opinion is a social media platform that we should pay attention to closely and I would recommend it to many businesses. But without doubt it is worth looking at your targeted demographic along with your product and service to see if you can see a connection.