Thursday Press #27: How to find your people on Pinterest
[28 APR 2022] the 6 user avatars to consider
HOW TO FIND YOUR PEOPLE ON PINTEREST
Any good marketing strategy starts with making sure you're using the platforms that your target audience is actually on.
With over 400 million monthly users on the platform, it's a fair bet that your audience is on Pinterest.
But how do you actually find them?
Unlike on Instagram, you're not going to use Pinterest to go out and find the accounts of your ideal clients.
(That’s part of the whole search-engine-not-social-media-platform dynamic)
Instead, your dream clients are going to find you on Pinterest
You just have to create the content that’ll draw them in
But what kind of content do they like? Does everyone want the same thing? Do I need to start creating graphics with hot pink script font?
Let’s answer that last one right away – nope.
There are lots of different ways to attract your ideal client, including the branding you use, the content you create, and the messaging behind it all.
But that’s a topic for another email (or two or three, because brand messaging and strategy is a whole process!)
Today, I wanted to share a super interesting report Pinterest put out that identifies 6 unique audience segments of Pinterest users.
The Overview: Inspiration Nation is a review of active UK Pinterest users that resulted in 6 user avatars.
My Favorite Part: “When I’m on Pinterest, I can be myself—not just my selfie”
The Avatars (aka different potential target audience members)
The Aesthetic Seekers
80% are women
Mostly Gen Zers
Focused on self-expression, creativity, and inspiration
8 out of 10 take action on ideas discovered on Pinterest
Seek relatable and authentic content
The Design Mavens
Main interest is creativity
Love the positive atmosphere on the platform
All about the visuals
26% more likely to be in a purchase mindset
Both male and female users
The Conscious Go-getters
Entrepreneurial and goal-oriented
Use Pinterest to plan for financial success
Building a brand with Pinterest
Mostly millennials
9 in 10 take post-platform action after using Pinterest
The Digital Doers
3 out of 4 are men
Tech-savvy
Use Pinterest to plan big purchases or projects
Like to explore and discover
Clear, informative copy with instructional videos is preferred
The Authentic Explorers
Optimistic and social
8 in 10 are women
43% are 35-54, 42% are under 35
Focus on self-improvement and positivity
Appreciate playful and quirky content
The Inspired Makers
Most likely to be long-term Pinterest users
Creative users seeking inspiration for next project
90% women
Mostly older Millennials or Gen Xers
Action-oriented
So whatcha think? Did you find and identify your dream clients in these avatars?
I hope this has helped you see that the user-base on Pinterest is incredibly wide and diverse and your people are on there. You just need to get there so they can find you.
If you’re still not sure if your peeps are on Pinterest, hit reply to this email and tell me a little bit about your biz and your dream clients. I’ll tell you exactly what I think!
Want to read the details straight from the source? Here’s the link to check out all the data!
From the ‘Gram
Hi, I’m Sarah — Pinterest marketer, former local journalist, and professional oversharer. Thanks for reading this edition of the Thursday Press! If you’re a fan of stories that turn into strategic Pinterest marketing tips, way-too-honest insights into online entrepreneurship, and the occasional cat picture, you’re in the right place.
Want more of what you’re seeing? Here’s how we can connect:
Check out my services. Whether you’re looking for Pinterest management or a helping hand to get started, I offer Pinterest marketing services for creative entrepreneurs who want to go from feeling good about their business to feeling ahmazing.
Read the marketing blog. Like your favorite lifestyle mag, but with more Pinterest tips, my blog is your go-to source for all things Pinterest marketing, content strategy, and human-first business ownership.
Grab your free Pinterest roadmap. Set up and optimize your own Pinterest business account so you’re ready to grow your business using Pinterest!
Browse my favorite business resources. From homegrown freebies to shoppable marketing products and my favorite business tools and apps, everything I use to run my business is right here!