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How to reach bigger audiences by connecting ContentCal and Pinterest

Andy4th February 2021

Introduction to Pinterest

Launched in 2010, primarily as an image search platform, Pinterest was designed to work like an online mood board. Users can ‘pin’ images uploaded by others to ‘boards’ and upload their own images, which can be pinned by other users.

Since its launch, Pinterest has become steadily more of a ‘traditional’ social media platform, and it is commonplace to have it on your list of go-to channels, especially if you’re a visual brand. Pinterest’s CEO, Ben Silbermann, has always been keen to differentiate Pinterest, referring to it as a ‘catalogue of ideas’ intended to inspire people with creativity.

Whilst there is absolutely more search and SEO value in Pinterest compared to the other social platforms (you’ll find Pinterest results in a Google image search for instance) the latest features from Pinterst orientate it much more towards a typical social platform.

Growth

At the time of its launch, Pinterest was the fastest app to reach 10 million users and has seen continual growth since then.

As of January 2021, it has over 400 million monthly active users, and over the course of 2020 it saw one of the strongest quarter-on-quarter active user growths, of all social media platforms.

Demographics

So, we know Pinterest is growing in usage, but who is it used by?

There are some very different demographics on Pinterest, which can be incredibly useful for marketers. For example, Pinterest users are heavily female, with 71% of their users being women. There is also a very interesting age demographic, giving a good mix between 18-29 and 35-49 year olds - 34% and 35% respectively.

The other interesting economic factor here, is that 34% of Pinterest users typically earn between $50,000 and $74,999 per year.

How should marketers be taking advantage of Pinterest?

It’s clear that there is a significant opportunity for marketers, giving businesses an opportunity to target a very clear demographic. The businesses that tend to do well on Pinterest are B2C-orientated brands, especially those that focus on travel, lifestyle, household, fashion or food. This content lends itself well to the Pinterest way of gathering inspiration, creativity and curating collections.

Pinterest is also evolving its features faster than most other social networks, recently adding Stories, Shopping and Augmented Reality ‘Try On’ features, really making the platform a ‘must-have’ for marketers in retail industries.

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Note: If you're stuck on where to post and WHAT to post come along to a free social media strategy session where we'll give you inspiration, tool recommendations, and general advice on getting started.

Getting started with Pinterest

In our ContentCal Academy course, Pinterest expert, Georgie White shares the actions needed to get started with Pinterest.

Sign up for the course for FREE here.

Adding Pinterest to your content strategy

Through ContentCal’s integrations, you are able to plan, create, approve and schedule your content for automatic posting on Pinterest, making it incredibly simple to add Pinterest to your content plan.

See how to add Pinterest to ContentCal through our support guide


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