Why You Should Get Women (P)interested In You-Nazar Kamangar/bridge consulting blogs
It may be a man’s world, but the internet (and social media in particular) belongs to women. This has become particularly clear in the meteoric rise of Pinterest.
Pinterest is a social photo sharing website that allows users to create and manage theme-based image collections. These collections resemble a pinboard and can revolve around particular events, or interests and hobbies like crafting and baking. The pinboards serve as an inspirational jumping off point for users who browse through them, and is also highly interactive, as users can then like or re-pin images to their own collections. It has a cross-platform appeal, as pins can be easily shared on both Twitter and Facebook. Development of Pinterest began in late 2009, and by 2011, it had blown up, even getting named one of the fifty best websites of 2011 by Time magazine.
It’s not news that women are big players in social media. They make up 58% of Facebook users, do the majority of status updating and commenting on the site, and are far more likely than men to make multiple comments a day. They also make up the majority of Twitter users and mobile social network usage. Beyond this, according to Comscore, women spend 30% more of their time on sites than men. This is likely due to the interactive, community-oriented nature of social media. But nowhere has this divide been greater than on Pinterest. Recent estimates show that a whopping 82% of users are women. There are probably more woman more interested in Pinterest than there are interested in sex.
So why does this matter? If you’re marketing a product, it matters a great deal. Women make 85% of purchasing decisions in a household, and a lot of their decisions are informed by online research and exposure. Pinterest has already proved to be a powerful platform in these regards. It has become a top traffic driver for the websites of several women’s magazines, including http://www.marthastewartweddings.com/, http://www.marthastewart.com/, http://www.cookinglight.com/, and http://www.countryliving.com/. These magazines have all responded in kind, by utilizing Pinterest to garner even more attention to their editorial work. Various Country Living editors have started their own pinboards promoting crafts, inspirations and style pieces that will eventually wind up in the print edition of the magazine.
The great thing about Pinterest is that it’s new enough to be a relatively untapped marketing resource, but large enough that it’s worth the time to invest into working it into your social media marketing strategy. In particular, if you sell products that a woman would be interested in, Pinterest can be a great way to reach your consumer base.