Why Pinterest?

A complete guide to advertising on Pinterest including demographics, pricing, specs, case studies, & creating successful ads.

Pinterest is a widespread social network that gives users the opportunity to share and view various types of images and videos. It currently engages 150 million users on a monthly basis and is only continuing to grow in size. Although it is a social network similar to Instagram and Twitter, there are some differences in design. For Pinterest’s case, it is media-heavy.

Media Overview
Advertising
Fact Sheet
By the Numbers
Demographics

Media Overview

Media Type

“For many pins, it will depict contact relating to lifestyle choices, personal interests, and advice.”

The platform is well known for its integration of a shareable blocks of content called ‘boards.’ Among these boards, the user can post images or videos on them called ‘pins.’ Users can create their own boards and explores other’s as well. For many pins, it will depict contact relating to lifestyle choices, personal interests, and advice. Infographics fair well on the platform and is one of the better ways to get a lot of information out there in an easily digestible way.

It is important to remember that Pinterest is a social network and communication is pivotal part of the user experience. Interacting with users, commenting on pins, and adding things onto your board are all tasks to take into consideration

Post Lifespan

“Many people who own personal blogs will integrate Pinterest with the content they usually post.”

The majority of Pinterest users are those interested in lifestyle insight. Many people who own personal blogs will integrate Pinterest with the content they usually post.

Pinterest topics include:

  • Design
  • Interior Decoration
  • Recipes
  • Art project
  • D.I.Y. guides
  • Lifestyle/career advice
  • Fashion

User Interests

“Unlike other sites where posts have a lifespan no longer than a day, posts can gain resurgence months after the initial posting day”

A unique element to Pinterest is that its post lifespan act differently than most other sites. Unlike other sites where posts have a lifespan no longer than a day, posts can gain resurgence months after the initial posting day. For example, a post can get 30 repins its first week and then accumulate 2,500 by year’s end. With this is mind, developing content that can stay relevant over long periods of time should be the goal.

Advertising Info

Pinterest Advertising


Measuring Success

Pinterest fortunately has a tool named “Pinterest Analytics” that user can use to track their engagement. There are 6 main areas the analytics will measure and report back to the user:

  1. Pins from your website: This metric informs you on the daily average number of pins from your website
  2. Repins from your website: Similar to the metric above, this is significant because it can help one determine whether one’s visual content is resonating with Pinterest audiences.
  3. Daily number of impressions: This will let one know how many user have seen one’s pin
  4. Number of visitors and visits to your website: This will inform one on the amount of visit one gets to their site as a direct result of a pin
  5. Most repinned content: This shows which content has the most repins amount users. This assists with detailing which content is the most successful with users.
  6. Most clicked content: Similar to the metric above, this will showcase which content is catching the user’s eye and is getting clicked on. Comparing this metric with some of the pins above can show which content is doing well at grabbing a user’s attention, but needs work on getting more user engagement.

Cost of Ads

Pinterest does not have one fixed cost it asks users to pay for an add. Using Pinterest’s initial CPM and CPC benchmarks, one can expect a the CPM rate to be $30-$40 and CPC rate to be $0.13-$1.50. The user has the ability to chose a payment price within that range.

Fact Sheet

“Pinterest's advertising fact sheet including demographics, pricing, specs, case studies, and how to create a successful ad.”

Pinterest by the Numbers

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Amount of Daily Users
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Monthly Visitors
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Posts Per Day

Key Demographics

Average Income

    Geographic Regions

    Pinterest has more than 150 million monthly users. The locations of some of its largest users are below:

    Education

    Many Pinners have a bachelor’s degree or higher. Of all online adults, Pinterest captures:

    Gender Split

      Generations