Are you an entrepreneur looking to tap into the power of Pinterest for your business? You might be surprised to learn that Pinterest’s user base spans a wide range of ages, with a significant portion of users aged 40 and over. This means that no matter your target audience, there’s a good chance that they’re on Pinterest.
Pinterest is a platform built for inspiration and discovery. People come to Pinterest to find ideas and products that resonate with their interests, making it the perfect place for entrepreneurs to showcase their brands and products. Pinterest describes its users as passionate about finding new things to do. They constantly look for new recipes, products, and ways to do things.
Pinterest usage and behavior statistics
What can Pinterest do for your business? Pinterest says, “Content doesn’t disappear on Pinterest, so your hard work has a longer payoff. People can find your ideas the moment you post them, or well beyond that” (Pinterest, 2023). One way to determine if your target audience is on Pinterest is to research and know your current audience.
According to recent studies, Pinterest is especially effective in driving website traffic and increasing sales. This is partly due to the platform’s focus on high-quality visuals, which can capture users’ attention and lead them to explore more of your business’s offerings.
Pinterest has a lot of information about people on their platform. Regarding age, Pinterest appeals to a relatively broad range of users. While the site is often associated with younger demographics, recent studies suggest that users aged 40 and over make up a significant proportion of the site’s user base. Find more stats below:
Are your customers on Pinterest? Let’s go to the data. According to Pinterest –
- 45% of the people making $100,000+ in the US use Pinterest
- 60% of participants identified as cisgender women, 40 % as cisgender men
- 97% of users are open-minded and not dedicated to any specific brand
- 80% of Pinterest users found new brands on Pinterest
- 85% of users go to Pinterest when they want to start a new project
- 70% of Pinners access the platform on a mobile device
Do you see your audience in these statistics? You can use these stats to improve your Pinterest marketing strategy. You increase the likelihood of engagement and conversion by tailoring your pins to a certain demographic.
The statistic that 70% of pinners access the platform on a mobile device is significant for businesses using Pinterest as a marketing tool. Companies must optimize their Pinterest presence for mobile users to ensure their content is easily accessible and visually appealing on smaller screens. Strategies businesses can implement include:
Optimizing for mobile can help businesses reach a larger audience and increase their chances of driving traffic and sales from Pinterest. You don’t have to write long descriptions. Just make sure to use the keywords at least twice.
The most significant portion of Pinterest’s audience is millennial cis-gender women aged 25-34, accounting for 28.5% of its global audience. The second largest part was women aged 18-24, taking up over 18% of the user base.
Grab my 2025 Guide to Pinterest here!
Pinterest users are generally interested in lifestyle-related topics such as home decor, fashion, cooking, and travel. However, the platform is also popular among creatives such as artists, designers, and photographers, who often use it to showcase their work. Is your niche not listed here? Don’t worry—you can still find your audience here.
How to determine if your target audience is on Pinterest
If you’re unsure whether your target audience is on Pinterest, there are a few ways to find out. First, use the search function on Pinterest to see what content is being shared that is relevant to your brand or product. Pinterest is a lot like a search engine. People log into the website or on the app and search for things they’re interested in. For example, they look for new recipes, products, ways to do things, and places to go. Then, they save or click on the pins they like. When someone clicks on a pin, they’re taken to the website that the pin is advertising, or they can view the video pin.
Grab my 2025 Guide to Pinterest here!
People can also shop on Pinterest. If you sell products, you may want to become a verified seller. It’s free to become a verified seller, and it helps you get discovered. It shows Pinterest has vetted you, and you’ll get more exposure.
What are some examples of successful businesses on Pinterest?
Pinterest has proven to be a successful platform for businesses to reach a broader audience and increase brand awareness. Some successful companies on Pinterest include Sephora, a beauty retailer that uses the platform to showcase new products and tutorials, and Home Depot, which features DIY projects and home improvement ideas. By using creative and visually appealing content, these businesses have been able to engage with users and build their presence on the platform.
If you are reading this, you are smaller than Sephora or work alone. However, many solopreneurs also had success. I have helped astrologists, herbalists, and life coaches get hundreds on the mailing list in 6 months. One client’s topic wasn’t on Pinterest, but in 12 months, she grew her content on the platform, and others joined! You can’t tell she was among the first to use Pinterest in the niche. So you can decide to be the first, even if your customers don’t seem to be on Pinterest.
There’s no denying that Pinterest is a powerful platform that should not be ignored by businesses. Pinterest is used by a diverse range of people with various interests and backgrounds. With over 400 million active users, 6 million advertisers, and 50% of its users spending money purchasing products, Pinterest is a powerhouse. So don’t stay in the dark ages when it comes to your business – embracing a strategy for Pinterest could help you reach potential customers and drive sales.
So, if you haven’t already, it’s time to consider adding Pinterest to your social media strategy. With a broad range of users and a unique focus on inspiration and discovery, it could be the perfect platform to help your business grow.
Ready to dive into Pinterest? Grab my 2025 Guide to Pinterest here!
