So, how does Pinterest work in a business context? media update’s Taylor Goodman unpacks.

Pins? Boards? Repins? If you’re a newbie, you may hop on the app and feel quite baffled, potentially wondering ‘what exactly is Pinterest and how do I use it?’. Don’t worry, we’re here to help!

Pinterest is a visual search engine and productivity tool where ‘pinners’ (or users) come for inspiration (aka ‘pinspiration’). Users can turn to the app for almost everything, repinning ideas onto different themed boards.

For example, if you’re interested in travel, health and wellness, DIY projects, beauty or motivational quotes - Pinterest may just be the place for you.

Without further ado, let's dive into facts about Pinterest that may inspire your brand to start pinning:

1. Pinterest has over 350 million active monthly users

The number of Pinterest users is constantly growing, with the number currently sitting at 367 million users  globally, and 50% of the world reportedly using the app. 

These figures may come as a surprise to many, as Pinterest isn't necessarily an app that people talk about especially as it’s not used to communicate or connect with other users. However, this is not the case. 

Although popular globally, the majority of Pinterest’s users live in the United States where it’s the fourth most popular social media platform, surpassing apps like Twitter, LinkedIn, Whatsapp and Snapchat. 

2. Pinterest is extremely popular with women

Pinterest is dominated by women, specifically moms, with eight in 10 mothers using the platform regularly. Globally, 71% of Pinterest’s users are women between the ages of 25 to 54

These statistics come as no surprise, as the app plays a huge role in planning life events (weddings, birthday parties), in giving decor inspiration and in making purchasing decisions — most of which is headed up by women

Additionally, Pinterest may be popular amongst women because the platform helps them form an emotional connection with the app if they are using it for motivational purposes.

For example if someone is going through a difficult time in their career and they go onto Pinterest and see a helpful and motivational pin, they may feel inclined to visit the app to be uplifted when they are under stress. 

Although women make up most of Pinterests demographics, men are not far behind. 20% of the apps users are male, and specifically dads, who use the app to shop, to research DIY products and to prepare for fatherhood. 

3. Pinterest is a thriving ecommerce platform

Pinterest is way more than an app users turn to for aesthetically pleasing pictures. As social shopping continues to rise, e-commerce on the app is thriving. 

Users purchase products via shoppable pins, of which there are 60 million on the platform.

As this app is somewhere users go to for inspiration, it is often a tool they consult in their path to purchase, with 47% of pinners logging onto the app specifically to shop

This means that consumers often turn to the app to research products in the awareness stage of the buyer's journey. This information alone makes it an attractive prospect for brands to integrate into their digital marketing strategy. 

4. Millenials are the most active on Pinterest

Millennials are the most active age group on Pinterest, with more than half of this generation using the platform every month. 

A major motivation behind why millennials use Pinterest is the inspirational aspect that comes along with using a productivity app. Those that use the app use it to plan for their future or to look for ideas.

As previously stated, this aspect of the app makes users feel like it is an essential tool in making their dreams come true, leading to them forming an emotional connection to the app.

This aside, millennials are also big on researching products before making a purchase and shopping on the app. It is reported that six out of every 10 millennials use Pinterest to discover new products.

These statistics prove that brands should take up the opportunity to connect with this age group on the platform.

Are you a Pinner? What do you think of the app? Let us know in the comments section below.

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Do you want to know more about shopping on Pinterest? Be sure to check out The evolution of social shopping right here.
*Image courtesy of Vecteezy