Pinterest Demographics: Here's What You Need to Know

When it comes to social media marketing, you may not think of Pinterest as the platform that’s going to bring you huge numbers – and realistically, it probably won’t. It’s just not up there with some of the bigger social media juggernauts in terms of sheer numbers like Instagram or TikTok  But that doesn’t mean it’s worth completely ignoring!

Pinterest can be a serious game-changer for your brand. To understand why your brand should be marketing using it, you first must understand who uses Pinterest and why – the demographics of the platform. Let’s go over some major points you need to know about Pinterest demographics for social media marketing.

Who uses Pinterest?

 You may associate Pinterest with middle-aged moms looking to find that perfect “Live, Laugh, Love” or “It’s Wine O’Clock” decorative sign – and you wouldn’t be wrong. But just like how TikTok is used by kinds of demographics (not just dancing teenagers) for various reasons, Pinterest appeals to people of all ages!

In fact, it may surprise you to know that the medium age of the average Pinterest user is 40! The most active age group of users on the app is the 50-64 demographic, with users who are 30-49 following closely behind them.

Gen Z – the generation whose attention everyone is trying to capture in social media marketing – is also engaging with Pinterest more than ever before, and their user numbers on the site are predicted to increase in tandem with Pinterest’s growth over the coming years. In 2022, Gen Z 

Pinterest users are almost 21 million strong – and that’s anticipated to become as high as 26 million by 2025!

The people who use Pinterest the most are overwhelmingly women at nearly 77%, with men at about 15% (as of January 2022), while data on non-binary users is fairly non-existent thus far. Much like Gen Z’s usage, though, men’s usage of Pinterest is growing steadily year over year at nearly 50%. Talk about an untapped market!

Americans lead the charge in monthly active users on Pinterest by a huge majority. Germany, France, the UK, Canada, and Italy are all countries whose Pinterest usage is not nearly as close to the US’s, but are, again, expected to increase year over year. If you’re interested in marketing to an international audience, Pinterest is certainly worth checking out! 

Why do people use Pinterest?

As we’re sure you’re aware, Pinterest is the platform to find home decor ideas, DIY projects, and various other listicles for things you didn’t know warranted a full top ten listicle. But do you know why people use Pinterest to search for those things? Well, it’s because most “Pinners” are what’s known as “light users”, meaning that they only log on to Pinterest weekly or evenly as infrequently as monthly, and when they do log in, they’re looking for something specific, like meal plans, makeup looks, or a DIY project.

According to the company themselves, “people use Pinterest to plan for the future”. That means that people specifically come to Pinterest to find something new to start a project or get inspiration! This means huge potential growth for your brand – in fact, Pinterest claims that “80% of weekly Pinners [discover] a new brand or product”.

Knowing what consumers use Pinterest for in the first place is key to understanding how you can market to its main and growing demographics. But how exactly do you market for Pinterest? What kind of ads should you be putting out? Here are just a few ideas for you to jump off of and put your own spin on.

How to utilize Pinterest demographics

It’s been established that people go to Pinterest for specific, niche products or ideas – and that there are plenty of demographic groups whose Pinterest usage is growing, but perhaps they need a bit of a push to continue using the platform as frequently as their counterparts.

So how do you combine all this knowledge to utilize Pinterest demographics to the fullest? Here are just a few ideas to get you started:

  • Treat Pinterest like a search engine – it’s effectively what Pinterest is, to a degree. If you’re looking to tap into the underrepresented Gen Z and male markets, try thinking about what those groups are searching for in regular Internet search engines and incorporate that into your marketing strategy for the platform.
  • Don’t market to just the main user base – although it may seem easy to market toward Pinterest's main audience (women between the ages of 50 to 64), your content might get buried in the algorithm. If you put more effort into getting your content to the underrepresented demographics who come to Pinterest, you’ll likely be rewarded with more clicks and views.
  • Emphasize inspiration – make what you’re advertising come off as something that can be useful to your audience, as that’s most likely what they’re looking for.

Ready to get started utilizing Pinterest demographics in your social media marketing campaign? Visit us at Power Move Marketing and request a quote.




Author: Louise Irpino