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Pinterest Marketing, Advertising, and Statistics for 2023

Pinterest is a dynamic social media platform incorporating content, an engaged social community, social commerce, and search to carve out a unique space in online technology and marketing. Unlike many social networks, Pinterest revolves around visual discovery, enabling users to find and share inspiration through images, infographics, and more.

With its engaging and user-friendly interface, Pinterest has become a go-to platform for individuals seeking inspiration for everything from home decor and fashion to recipes and travel destinations. For example, when I remodeled my kitchen, I searched for a different way of decorating the window over the kitchen sink. My fiance loves plants, so I was inspired to stain and install an oak rod with plant hangers. The result was really great… all thanks to Pinterest.

Pinterest-inspired window decoration

In this article, we’ll delve into the essence of Pinterest, exploring how users interact with the platform, the key features that drive engagement, and its significance in the sales and marketing landscape. Whether you’re a seasoned Pinterest user or just beginning to explore its potential, this guide will provide valuable insights into the intricacies of this visual wonderland and how it can be harnessed for your benefit.

How Users Interact On Pinterest

Users interact with Pinterest in a distinctive and visually stimulating manner, embracing the platform’s core concept of visual discovery.

Here’s an overview of how users engage with Pinterest:

  • Pinning and Saving: Users primarily interact with Pinterest by pinning images and content they find appealing or inspiring. Pins are essentially bookmarks that users can save to their customized boards. This feature allows users to curate and organize content based on their interests, creating a personalized collection of ideas and inspiration.
  • Repinning: Repinning involves sharing others’ pins onto one’s boards. It’s a way to curate content from a broader network of users and further share it with a personal touch.
  • Creating Boards: Pinterest users create thematic boards to categorize and organize pins. These boards serve as collections centered around a specific topic, such as Travel Destinations, Healthy Recipes, or Home Decor Ideas.” Users can have multiple boards, tailoring them to their diverse interests.
  • Exploring and Discovering: The platform offers an exploration feature where users can discover new content aligned with their preferences. The algorithm suggests pins and boards based on a user’s activity, encouraging further exploration and engagement.
  • Searching: Pinterest functions like a visual search engine, allowing users to search for specific topics, ideas, or products using keywords. The search results display a variety of pins related to the search query, helping users find inspiration and discover new concepts.
  • Engagement and Interaction: Users can engage with content by liking, commenting, and sharing pins. This interaction creates a sense of community and facilitates conversations based on shared interests. Engagement is vital to the Pinterest experience, encouraging users to connect and collaborate.
  • Shopping and Product Discovery: Pinterest has integrated shopping features, enabling users to explore and purchase products directly through the platform. Users can discover new products, get recommendations, and engage in a seamless shopping experience without leaving Pinterest.
  • Pinterest Ads: Each pin, board, and search offers targeted advertisements from relevant businesses… offering a highly engaged advertising platform.

Overall, Pinterest’s interactive features, visual nature, and user-friendly interface make it an engaging platform where users can discover, organize, and share inspiration across a myriad of interests. Understanding these user interactions is crucial for businesses and marketers crafting effective strategies to reach and engage their target audience.

Pinterest Statistics 2023

Pinterest remains a significant platform despite fluctuations in its user base. Here are some noteworthy Pinterest statistics for 2023:

  • Popularity: Pinterest achieved a remarkable milestone as the fastest site in history to reach 10 million unique monthly visitors. Today, 5.4% of the global population is engaged on Pinterest, highlighting its continued reach and relevance.
  • Top Categories: Pinterest’s top categories include fashion, home and garden, and DIY, making it an ideal platform for brands in these niches.
  • Demographic: Pinterest’s audience is diverse, but users aged between 25 and 34 form the largest share, making it an ideal platform for businesses looking to engage with this age group. A substantial 7% of individuals aged 13 and above worldwide are active users of Pinterest, making it a valuable platform for marketers targeting a wide demographic. Pinterest boasts 23 million Gen Z users, expected to grow by over 56% between 2020 and 2025. With more than 70% of Pinterest users being female, the platform offers a unique opportunity for businesses targeting this demographic.
  • User Engagement: The average revenue per Pinterest user in the US & Canada surged by 20% in 2022, underlining the platform’s effectiveness in engaging its audience.
  • Social Commerce: Pinterest plays a significant role in social commerce, with 16% of US social commerce buyers shopping via the platform. By 2025, the number of US social commerce shoppers on Pinterest is expected to more than double compared to 2019. Pinterest is the fourth-largest social commerce destination, behind TikTok, Instagram, and Facebook.
  • Advertising: Pinterest’s advertising tools offer access to an extensive audience of 251.8 million users as of July 2022, providing marketers with a substantial platform to promote their products or services. In 2023, Pinterest’s global ad revenue is set to surge by 16%, showcasing its consistent expansion.

In summary, Pinterest continues to be a platform with a sizable and engaged user base, making it an essential component of any comprehensive sales, marketing, or online technology strategy. Marketers should consider leveraging Pinterest’s advertising tools to effectively connect with their target audience.

Pinterest Marketing

Businesses can leverage Pinterest in various ways to enhance their online presence, engage with their audience, and drive sales. Here are several strategies for how businesses can effectively use Pinterest:

  • Create a Business Account: Start by setting up a dedicated business account on Pinterest. This allows access to features like Pinterest Analytics and advertising tools tailored for business needs.
  • Visual Storytelling: Pinterest is all about visuals. Use high-quality images, infographics, and videos that tell a compelling story about your brand, products, or services.
  • Pinterest Boards: Create thematic boards that align with your business’s niche or interests. Organize pins into these boards to make it easy for users to discover and explore your content.
  • Pin Regularly: Consistency is key. Regularly pin new content to your boards to keep your profile fresh and engaging. Aim for a mix of your own content and curated pins related to your industry.
  • Product Showcases: Showcase your products or services through carefully curated pins. Include detailed descriptions, prices, and links to your website for easy shopping.
  • Keyword Optimization: Use relevant keywords in your pin descriptions and board titles to improve discoverability in Pinterest’s search results.
  • Engage with the Community: Interact with your audience by responding to comments, liking and repinning user-generated content related to your brand, and fostering a sense of community.
  • Collaborate with Influencers: Partner with influential Pinterest users who align with your brand. They can help promote your products or services to their engaged followers.
  • Pinterest Advertising: Consider using Pinterest’s advertising tools to reach a wider audience. Promoted Pins can target specific demographics and interests, driving traffic and conversions.
  • Rich Pins: Implement rich pins that provide additional information, such as product details, pricing, and real-time availability. These enhance the user experience and encourage click-throughs.
  • Pinterest Analytics: Use Pinterest Analytics to track the performance of your pins and boards. Insights into what resonates with your audience can inform your content strategy.
  • Story Pins: Take advantage of Story Pins, a format that allows you to tell engaging and interactive stories about your brand or products.
  • Shoppable Pins: If you’re an e-commerce business, enable shoppable pins to make it easy for users to purchase products directly from your pins.
  • Educational Content: Create informative and helpful content that aligns with your expertise. How-to guides, tutorials, and tips are popular on Pinterest.
  • Promote Seasonal Content: Tailor your content to match seasonal trends and holidays. Users often turn to Pinterest for holiday planning and inspiration.
  • Cross-Promotion: Share your Pinterest content on other social media platforms and encourage your followers to follow your Pinterest boards.
  • Track Conversions: Use conversion tracking to measure the impact of your Pinterest marketing efforts on website traffic, leads, and sales.
  • Pinterest Ads: See below…

Pinterest offers a unique opportunity for businesses to connect with an audience looking for inspiration and ideas. By implementing these strategies and staying active on the platform, businesses can effectively use Pinterest as a valuable sales and marketing tool.

Create a Pinterest Business Account[/link]

Pinterest Advertising

Pinterest ads are notably cost-effective, with a 44% lower cost per impression (CPM) compared to Meta (formerly Facebook) ads. This affordability makes Pinterest an attractive platform for advertisers seeking efficient marketing spend.

Pinterest offers a variety of advertising options to help businesses reach their target audience and achieve their marketing goals. These options include:

  • Promoted Pins: These are the most common type of Pinterest ad. They appear in the same feed as organic Pins but have a blue promoted badge. Promoted Pins can drive traffic to your website, app, or landing page.
  • Video ads: Video ads are a great way to capture attention and tell your brand story. They can be used to promote products, services, or even just your overall brand.
  • Carousel ads: Carousel ads allow you to showcase multiple images or videos in a single ad. This is a great way to show off various products or services or to tell a story.
  • Idea ads: Idea ads are a new type of ad that allows you to promote a collection of Pins, videos, lists, and custom text. This is a great way to promote a range of content or to tell a more detailed story.
  • Collections ads: Collections ads allow you to promote a specific collection of Pins. This is a great way to highlight a particular product line or to promote a seasonal collection.

Pinterest Targeting and Examples

Pinterest offers various targeting options to help you reach the right people with your ads. You can target your ads by demographics, interests, keywords, customer lists, and even other Pinterest users. Here are some examples of how businesses can use different Pinterest advertising options to achieve their marketing goals:

  • A clothing retailer could use promoted Pins to drive traffic to their website and promote a new product line.
  • A home decor company could use video ads to tell the story of their brand and show off their latest products.
  • A travel agency could use carousel ads to showcase different destinations and offer travel packages.
  • A food blogger could use idea ads to promote a collection of recipes for a specific occasion.
  • A car dealership could use collections ads to promote a specific model of car.

Pinterest advertising can be a great way to reach your target audience and achieve your marketing goals. By using the right ad formats and targeting options, you can create campaigns that are effective and efficient.

Explore Pinterest Ads

pinterest advertising infographic
Credit: ROI Revolution

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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