Are you looking to gain a deeper understanding of your Pinterest audience? It might be time to explore the audience insights tool! This feature provides an overview of your audience's interests and demographics, derived from their Pinterest activities such as searches and saves.

And don't miss out—our Pinterest Ads membership, The Ads Society, is opening soon! Check the link below for more details.

Here's a complete guide to Audience Insights for Pinterest Ads — helping you understand your audience better so you can create high-converting, hyper-targeted ads:

🎯 Audience Insights for Pinterest Ads: Create Better Ads with Data
Pinterest is more than recipes and DIY — it's a search-first, visual discovery engine with massive buying intent. Audience Insights helps you discover who your audience really is, so you can target better and drive more sales or leads.

🔍 What Are Pinterest Audience Insights?
Pinterest Audience Insights provides data about:

Your current audience (followers, engagers)

Pinterest's total audience (for broader market research)

Demographics: Age, gender, location, device

Categories and interests they engage with

📍 Find it here:
Go to Pinterest Business Hub > Analytics > Audience Insights
Or visit: https://analytics.pinterest.com/audience-insights

🧠 How to Use Audience Insights to Create Better Ads
1. Study Demographics First
Identify your top-performing audience segments (e.g., Women 25–34 in the US using mobile)

Prioritize targeting these groups in your ad campaigns

💡 Example: If 80% of your audience is female and mobile users dominate, make sure your ad creatives and landing pages are mobile-optimized and female-focused.

2. Analyze Top Categories & Interests
What categories do they explore most? (e.g., skincare, fashion, productivity)

Use these to align your product positioning and keywords

💬 Tip: You can also use this data to build new boards and pin content around these interests to warm up organic engagement.

3. Compare Audience Insights
Use the "Compare" feature to evaluate:

Your engaged audience vs. all Pinterest users

Your followers vs. converters

Identify where your current audience is overlapping or missing compared to Pinterest trends

📈 Use this gap analysis to test new ad audiences or update creative themes.

4. Refine Ad Targeting
Use your insights to:

Create Custom Audiences: Website visitors, email list, engaged users

Build Actalike Audiences (Pinterest's version of Lookalikes)

Select interest and keyword targeting based on proven data

🎯 Better targeting = higher CTR and lower CPC

5. Tailor Creatives and Messaging
Demographic: Speak directly to age/gender groups (e.g., Gen Z vs Millennials)

Interest-based visuals: Use colors, styles, or formats that reflect audience taste

Format: Try video pins, Idea Pins, or carousel ads based on what your audience interacts with most

✅ Pinterest Ad Creative Tips (Based on Insights)
Use vertical format (2:3) and high-contrast visuals

Add text overlay for clarity and hooks

Have a strong call-to-action (CTA): "Try This Today", "Get Yours Now"

Highlight benefits, not just features

📌 Summary: 5 Ways to Use Audience Insights for Better Ads

Action   Benefit
Study demographics   Tailor tone, visuals, and device optimization
Analyze interests   Align offers with trending topics
Compare audiences   Spot growth opportunities
Target precisely   Lower costs and boost ROI
Customize creatives   Drive engagement and conversions