As the “inspiration” headquarters of social media, Pinterest is changing the way people shop. Roughly nine out of 10 Pinterest users have purchased something because of the platform, according to a 2015 Millward Brown study.

(Previous posts in this series: YouTubeInstagram, Facebook, and Twitter)

The “consumer journey” has become an obsession for the online shopping industry; customers start with an idea, find desirable products, narrow their search and finally make the purchase. But by combining the aesthetics of Vogue, the bottomless catalog of the Internet, and the shareability of social media, Pinterest has altered the trajectory of that journey.

At its core, Pinterest offers an inventory where users comb through eye-catching images to fuel projects and cater to personal hobbies. Whereas Facebook and Twitter thrive on text-based posts, Pinterest chiefly revolves around the visual. This equips “Pinfluencers” with some serious clout, as they can post dozens of photos a day that often play a role in their followers’ purchases. Their influence then enhances traffic to brand websites and drives conversion rates.

To paraphrase, Pinterest helps guide shoppers through the decision-making process of what to buy. With more than 30 billion pins and 750 million boards, the visual-discovery platform enables users to screen shop, or focus their search for future purchases. In fact, a whopping 93 percent of people surveyed said they use Pinterest to plan for purchases.


Powerful platform to influence purchases, Aesthetic bookmarking tool, Key asset for beauty and cooking brands

Target Demographic:

Women ages 18-49

Breakdown of Pinterest

Brands with artistic, visually driven products or refreshing designs tend to wildly succeed on this image-first platform, as top content can get repinned thousands of times.

It’s no surprise, then, that fashionistas and foodies are big-time proponents. Eyelash curlers, cooking recipes and Prada bags often saturate home pages. If you like something, you can “pin” it, which creates a visual bookmark that you can revisit or share with your friends. The collection of pinned photos is called a “board.”

According to this Shopify study, companies in fashion, antiques and collectibles should be racing to create Pinterest accounts. The percentage of orders placed in these industries ranges from 74 percent (antiques and collectibles) to 29 percent (merchandise). The books and magazines market, along with IT/Computing, is thriving too.

Most Browsed Categories

  • D.I.Y. & crafts
  • Food & drink
  • Home décor
  • Users’ home feeds

Most Pinned Categories

  • D.I.Y. & crafts
  • Holidays & events
  • Food & drink
  • Home décor

Brands Have Edge

While people tend to follow celebrities over brands on Facebook and Instagram, Pinterest is a notable exception. Based on an Ahalogy study, a total of 83 percent of active users prefer to follow a brand instead of a well-known celebrity. 


Pinterest is indeed the queen of queens. Over 85 percent of its users are women, making the site an ideal platform for products or services that skew heavily female.

It doesn’t hurt that Pinterest users generally have deeper pockets than the rest of the U.S. population. Half of Pinterest users earn an average income of $50K or greater per year, with 10 percent of Pinning households making more than $125K.

Pinfluencers Often More Effective Than Ads

Companies, big and small, are seeking out Pinfluencers over traditional advertising methods.

“We often see twice the lift in engagement on a product when we use an influencer on Pinterest,” Sean Ryan, director of social and mobile marketing for J. C. Penney, told The Wall Street Journal.

Among Pinfluencer royalty is L.A.-based Joy Cho, a designer, food enthusiast and blogger who recently landed a deal with Target for posting pins on everything from chic clothing to recipes to architecture. Cho boasts more than 80 boards, 12,000 pins and 13 million followers.

Tap into your brand’s target audience on Pinterest by contacting Trending Family!