Marketing Insight: Pinterest Advertising

Your Top Pinterest Advertising Questions – Answered!

Why use Pinterest Advertising?

With over 445 monthly active users 7x more likely to make a purchase than on other platforms, Pinterest is a massive motivator in a buyer’s journey. This platform is ideal for attracting buyers using specific campaigns that will assist them in financing significant purchases relevant to renovations, new homes, special events, and during major shopping holidays. In addition to the buyer potential, Pinterest’s audience is becoming more diverse than ever before. In 2022, Pinterest reported that Gen Z and male Pinners are up by 40% year over year, while US millennial Pinners are up by 35% year over year. This is a diversion from their past audience, consisting mainly of women.

Source: Data from Pinterest, 2022

What audiences can be reached on Pinterest?

Pinterest has in-depth targeting features used to define audiences based on demographic information such as locations down to the zip code, gender, device type, age, and language. In addition, unique audiences can be found using “interests,” aka topic categories, and specific keywords searched. Banks and credit unions can use these tools to reach the following customer groups prevalent on the app to provide them with the financial tools they need.

Home Remodelers

One of Pinterest’s most popular uses is to gather ideas for home improvement projects or remodels. This is proven with keyword searches such as “kitchen remodel ideas” reaching up to 3 million monthly searches,, and “bathroom remodel ideas” with over 5 million. With 52% of homeowners concerned about the cost f their home improvement projects in 2022, this provides a unique opportunity to reach those already in the planning phase of their latest remodel who may need financing.

Shoppers

Pinterest is a shopper’s paradise, especially during the biggest shopping seasons of the year! The holiday and back-to-school seasons provide a massive opportunity to reach shoppers with "christmas gift ideas” over 5 million monthly searches “school outfits for fall” up to 1 million. More specifically, holiday shoppers on the platform are reported to start preparation as early as July. When you also consider that over half of consumers prefer to pay with a credit card during the 2022 holiday season, this proves to be an excellent opportunity to promote your latest holiday credit card offer.

Event Planners

From weddings to other major life celebrations, Pinterest provides the perfect platform to plan for the big day! With weddings and event planning on the list of top pin categories, popular keywords include “wedding ideas” with over 5 million monthly searches, and the more general term “event décor” reaching up to 2 million. With the average wedding costing $28,000 in 2021, many brides may need additional financing to make their” Pinterest wedding” a reality providing an opportunity for financial institutions to reach these consumers at the right time.

Small Business Owners

Small businesses have been on the rise in recent years, with many business owners flocking to Pinterest for ideas and advice on various related topics. Among the most popular keyword searches was “small business plan,” with about 1 million monthly searches and a 23x increase in 2021 vs. 2019. In addition, as of 2022, the unmet funding needs for small businesses came to about $5.2 trillion. Pinterest provides the opportunity to reach a portion of these businesses whose financial needs may not be currently met.

Are you interested in developing a Pinterest advertising strategy?  Strategis is a full-service marketing agency developing strategies proven to increase (ROI) through a wide range of methods. Contact us today!

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