![]() And then a Pinner who pins that product refers it to people who are already interested in her tastes and preferences. It refers a products to users who are mostly likely to be interested in them. That’s what Pinterest does for its users, many of whom are lifestyle brands. Now imagine if, for every page our home cook ripped off a food magazine, the recipe binder would refer her to a related page in a friend’s binder, or in another magazine. Each page ripped off a cookbook or magazine and added to the binder is an indication of an intention to make that dish.Īlso imagine that this recipe binder allows our home cook to peruse her friends’ binders, and them hers – at any time, from any place – and you see many more people aspiring towards many more culinary projects. Pinterest as the virtual equivalent of a recipe binder for the avid home cook. Robert Moore observes that the unique thing about pinning is that it’s aspirational. Pinterest doesn’t just attract a crowd with buying power – its very design facilitates spending. Pinterest encourages spending because pinning is aspirational. Or, as Roose puts it, Pinterest selling point to the commercial world isn’t its size, but the buying power of its users. Put that together with the fact that women make about 85% of all consumer purchases, and that 19-39 year olds are hte fastest growing consumer segment in America.īasically, the average Pinner is worth more to businesses than the average user on other social media. If the average Pinner was profiled, they would be “white, college-educated women under 50″. Most Pinners are adult women under the age of 50 a good half of them have children, and a disproportionate number of them have high purchasing power to begin with – 28.1% of Pinners have an annual household income of $100,000 and above. The users Pinterest attract are more niche than the users Facebook and Twitter attract. Pinterest delivers high conversion rates because its users are more willing and able to spend. ![]() But why does Pinterest obtain the results for ecommerce brands, that other social media don’t? These numbers alone are enough for brands to pay serious attention to Pinterest.
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