Is Pinterest Right for You?
Then there’s Pinterest, the new(ish) social network that’s getting a lot of attention in the press. While Pinterest looks small compared to its competition, it’s the fastest-growing social network out there – and its members spend an astounding amount of time onsite.
If you’re not familiar with Pinterest, know that it’s a visual kind of social network that lets users “pin” photos and other images to virtual pinboards, and then share those pins with online friends. It’s not a huge network, at least not yet, with just 20 million unique monthly visitors as of April, 2012. (That’s up from a half million users just eight months prior, however, so the growth curve is significant.) But what it gives up in size it makes up for in engagement; Pinterest users spend an average of 88 minutes per month on the site, which is more than Google+, LinkedIn, and Twitter users do – combined.
What really makes Pinterest interesting, at least for certain types of businesses, is its demographic makeup. Pinterest users are 80% female, with an average annual income in excess of $100,000. Half of these users have children, and the majority (59%) are between the ages of 24 to 44.
Now, if you sell any goods and services targeted at affluent young to middle-aged women, that’s an attractive demographic – and much more targeted than Facebook or other social networks. You should definitely consider Pinterest in your marketing mix if you sell the kinds of products these women are interested in, such as clothing, household goods, gourmet food and food preparation, crafts, gardening tools, design and landscaping services, children’s clothing and toys, and the like.