pinterest marketing
8 minutes read

When was the last time you spent time on Pinterest and left feeling uninspired and unmotivated?


Pinterest is very different from the other types of social media platforms internet users are used to. This is mainly because it’s where people go to find new ideas and inspiration to do all sorts of things, from deciding what to eat or where to travel.

Because of this, Pinterest marketing represents a fantastic opportunity for businesses to up their online marketing game and increase sales.   

Useful Stats You Should Know About Pinterest

pinterest marketing statistics

At the moment, Pinterest has over 433 million monthly active users who are continually looking for inspiration (whether it’s for their new home or what to wear to a wedding), motivation, and general ideas.

Co-founder Evan Sharp even said that “Pinterest may be the last positive corner of the internet,” which says a lot about what makes this social media platform different than the others. 

This statement is reinforced by a survey requested by Pinterest from a research firm, which showed that nine out of ten Pinners believe that Pinterest is a positive place

Moreover, 85% of respondents said that it’s their go-to platform when they want to start a new project. 

Another important takeaway for businesses is the fact that 64% of them claim that Pinterest is a fantastic platform for finding products and services they can trust.  

Trust is the key word here, especially when recent research shows that consumers are losing trust in brands.  

To discover more insights about the users, the company even talked to many different Pinners and concluded that they choose to use Pinterest because the platform helps them focus on themselves, work on their plans and passions.

This means that people forget about chasing likes and comments when they’re browsing this visual discovery engine, which turns their experience into a positive one.

Here are other surprising stats you should know about:  

  • There are four billion Pinterest boards (source);
  • There are two million Pinners who save Shopping Pins daily;
  • On average, there are two billion monthly searches on the platform;
  • 70% of Pinterest users are females (source);
  • 80% of US mothers who have access to the internet use Pinterest (source);
  • 87% of Pinners have purchased a product thanks to Pinterest;
  • Pinners are 29% more likely to try a new product within the first ten months of launch (source);
  • 85% of Pinners use the mobile app (source);
  • Retail brands saw a 2x higher return on ad spend from Pinterest compared to social media (source);
  • 77% of Pinners discover new brands or products through the platform (source).

Ikea Is Moving Its Printed Catalog to Pinterest

ikea pinterest

Like most people, you’re probably fascinated with (or, at least, enjoy) IKEA’s chunky, glossy, and stunning catalogs.

It’s always a pleasure to hold them in your hands, flip the pages, and look at the gorgeous home decor inspirational images. 

But now, the brand is doing something different.

Since August 2018, IKEA has been integrating its printed catalog into Pinterest, so we can say the brand now has a Pinterest catalog. 

First, IKEA created a product questionnaire that was built into the platform. The purpose of the questionnaire was to help them learn what Pinners are shopping for, the furniture style they’re into, and other questions about their personal taste. 

Based on their responses, users had two options:

  • Let IKEA add items automatically to a Pinterest board;
  • Browse through the recommended products and build their own boards.

All the shoppable pins were linked to product and catalog pages from the IKEA site, which means that in just a few clicks, any Pinner could easily place an order. 

Kerri Longarzo, IKEA media project manager, said that, since launching the questionnaire last August, 25.000 Pinterest boards had been created. The company also measured the Pinterest catalog engagement and conversion on product pages, but those numbers have not been made public.

Now that you’ve seen that a big retail brand such as IKEA has acknowledged the need for having a Pinterest marketing strategy for their catalog distribution let’s walk through the main reasons why you should do this as well. 

Why You Should Consider Moving Your Printed Catalog To Pinterest

pinterest icon

Pinterest is no doubt on its way of becoming the go-to social media platform when it comes to online shopping.

At the end of June, the company launched browsable catalogs, which gives Pinners a new way to shop directly from the platform. 

When someone scrolls under a Product Pin and clicks on “More from that brand,” they will see the latest products that are in stock from that brand.

You can read this helpful article to see how you can get started with Pinterest catalogs and what steps you need to complete. 

Now, let’s go through the main reasons why having a Pinterest catalog is a good idea.

1. Consumer behavior is changing

Businesses need to realize that it’s time to rethink how they market their catalogs. Sending a print catalog in the mail is no longer enough because consumers expect to find information and inspiration online more than anything. 

By making your printed catalog accessible online, especially on a visual search engine such as Pinterest, you will simplify and streamline the purchase process. 

At the same time, your audience will have a much better shopping experience because they won’t have to juggle between multiple platforms to place an order. 

It’s pretty clear that, by deciding to keep only the print version of your catalog, it’s going to be more challenging to reach new audiences and increase sales.

2. Branded search volume is declining 

The Gartner L2 Digital IQ Index research showed that consumers search for brands less frequently. This means that brands no longer need to rely on coming up on the first page of organic search results when it comes to increasing brand awareness or compete via paid search to make sales.

It also proves that the search intent becomes less about the brand and more about whether consumers can find the product they’re looking for with ease. 

At the same time, having a Pinterest catalog is an opportunity for small businesses to stand out by being present where big brands aren’t and set the bar high across multiple digital channels.

3. It’s where the decision-making process happens

Women age 25-54 make the majority of purchase decisions in US households and are also responsible for 80% of household buying.

Pinterest reaches 83% of this key demographic, which is more than any other social media platform such as Facebook or Instagram. The company decided to survey them to find out how women make household decisions and what role Pinterest plays in this. 

85% of women said that they use the platform to plan small or big things. 58% of the respondents also claimed that it helps them make shopping and purchasing decisions.

Pinterest marketing statistic

Content from brands plays a vital role as well because 78% of Deciders, as Pinterest calls them, say that it helps them bring ideas to life. 

According to a GfK study, 66% of Pinners buy something after seeing a brand’s Pins. In general, 90% said that Pinterest helps them make a decision when they need to buy something.

Even when Pinners aren’t looking for something specific, 72% of them say that the platform inspires them to shop.  

Pinterest shopping statistics

Pinterest also created a report on Millennials, which revealed some interesting aspects. The first thing you should know is the fact that half of Millennials, which is the largest consumer group in US history, use the platform every single month.   

Overall, they are 24% more likely to shop across different categories. For instance, if a Millennial starts browsing for a new dress, they can end up buying some home decor objects if they feel inspired.  

To sum it all up, if you want to reach an audience that will actually convert, then you need to move your printed catalog on Pinterest. 

What Options You Have when Targeting Your Audience on Pinterest

Let’s talk specifics.

Pinterest offers a few different types of targeting, so it’s essential to choose the right one for your campaign to get the best results. 

At first, it’s recommended to test a few different targeting options to see what works best for you. You should do a few experiments to discover the right Pinterest marketing strategy for your business.

Here are the options offered by Pinterest:

1. Audience targeting 

audience targeting pinterest

All of the alternatives you have here let you combine existing customer data with behavior seen on the platform.

  • Customer lists. This is useful when you want to reach an audience that’s already familiar with your brand. So if your goal is to re-engage past customers or visitors, then you can upload your CRM list that can include people from other channels as well.
  • Engagement targeting. You can use this option to find who already engaged with your Pins, like watched your videos or pinned your posts. The best thing about this is that you can set detailed targeting options.
  • Actalike targeting. With the help of your CRM list, Pinterest will help you find new audiences that behave on the platform like your current customers.

2. Interest targeting 

pinterest targeting interests

If your goal is to increase brand awareness, then interest targeting is the right option for you. This is going to help you reach people who browsed categories similar to the products or services you’re offering.

3. Keyword targeting 

pinterest keywords targeting

To drive sales, you can use specific search keywords to target people that are ready to buy. Searches on Pinterest are not branded, so it’s best to choose terms such as “black skinny jeans” or “green couch.” 

Using Creatopy to Promote Your Products

Creatopy is a powerful ad design automation platform and a good ally to have whenever you need to create visual marketing materials for your advertising campaigns. 

You have a few different options when it comes to the type of materials you can create here. And even if you don’t see a size that you’d like to start designing from, you can easily create your own custom size. 

There are also two other tabs that you can browse to find the right size for your online advertising needs from display to social media networks. 

Here are a few key features of Creatopy that will come in handy:

  • Banner generator. Thanks to our Banner Generator, you can select multiple sizes when creating different designs. This means that you won’t have to create each visual separately, which is going to help you save plenty of time in the process. 
  • Branding on-point. Having a consistent brand image across all your existing social media channels is not something you can overlook. In Creatopy, you have the Brand Kit feature, where you can upload your brand elements so your team can maintain consistency across all designs.  
  • Team collaboration. Stay in sync with your team members thanks to the team collaboration features. Leave comments, add new members, assign them to specific projects, share your work, and more. 

Final Thoughts

Using Pinterest for business marketing can be a smart move for your company, especially when you have a team that can create amazing visuals.

From pin to purchase, this platform represents the perfect channel where you can showcase your products and the services you’re offering in an inspirational manner.

Be creative and try to figure out how you can make it work for your business.  

Ana Darstaru
Content Marketing Manager by day // avid foodie by night. Passionate about content creation, advertising, human psychology, carbs, and TV shows. Still obsessed with Sherlock (the TV show). Patient, yet impulsive.

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