More than 100 million users can’t be wrong, right? Pinterest’s huge audience is convincing some businesses the social media platform is the right place for ad spend. But who is really best served by Pinterest advertising? Let’s take a look.
Pinterest Ads Open for All Business
Now that Pinterest Ad Manager is available to businesses of all sizes, even companies with modest budgets can get promoted content in front of users. This makes advertising on the visually-driven social platform more attractive, especially if your audience spends their time on Pinterest (more on this later).
The upsides of Pinterest advertising include more exposure for your company, more traffic to your website, and the potential for increased sales. With the platform’s sophisticated advertising tools, you can target ads based on user location, interests and behaviors – as well as keywords – to reach users who are most likely to convert.
If you already publish content organically on the platform, then advertising can also increase the number and relevancy of users you reach – up to 10 times the reach at 1/15 the content creation effort, per Digiday.
But It’s Not for Every Business
Pinterest’s massive user base is only valuable to your business if its users are in your target audience.
For example, 29 percent of active Pinterest users are between the ages of 16 and 24. (SmartInsights)
Forty-four percent of women who use the Internet also use Pinterest, while only 16 percent of men follow suit. (Pew Research Center)
Of those users, the majority have some college education or a college degree. Forty-one percent of Pinterest users make between $50,000 and $74,999. The majority reside in suburban areas. (Pew Research Center)
If your business targets people within these demographics, then Pinterest advertising may resonate with your audience quite well. You may want to consider ads that create brand awareness or to sell products, depending on your business objectives.
But if these numbers do not speak to your target audience, then you may want to proceed with caution. Social media advertising is a great way to reach more people, but you want to be sure you are reaching the type of user who is interested in what you have to say or to sell them in the first place.
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