What are the interests and behaviors of your target audience on Pinterest?

Pinterest users have diverse interests and behaviors, making it challenging to define a single target audience. However, the platform does attract specific demographics and user segments with common interests and behaviors. Here are some general insights into the interests and behaviors of Pinterest users:

1. Age and gender: Pinterest has a predominantly female user base, with 60% of global users being women. The platform is popular among millennials and Gen X users, with 32% of US women aged 18-49 using Pinterest monthly.

2. Income and education: Pinterest users tend to have higher-than-average income levels and education levels. In the US, 41% of Pinterest users have a household income of $75,000 or more, and 34% have a college degree or higher.

3. Lifestyle and interests: Pinterest users are often interested in lifestyle topics such as home decor, fashion, food and drink, health and fitness, travel, and DIY projects. They use the platform for inspiration, ideas, and product discovery, often saving pins to boards for future reference.

4. Purchase intent: Pinterest users have a high purchase intent, with 83% of weekly Pinners making a purchase based on content they see from brands on the platform. Additionally, 90% of weekly Pinners use the platform to make purchase decisions, and 78% of users say content from brands is useful.

5. Mobile usage: Pinterest is a mobile-first platform, with 85% of its global audience accessing the site via mobile devices. Users often use the platform while on-the-go, making it an ideal platform for mobile advertising.

6. Visual content: Pinterest is a highly visual platform, with users responding to high-quality, visually appealing content. Brands can leverage this by creating visually engaging pins that showcase their products, services, or ideas.

7. Search behavior: Pinterest users often use the platform's search function to discover new content and ideas. Brands can optimize their pins for search by using relevant keywords, hashtags, and descriptions.

8. Social sharing: Pinterest users are highly engaged and socially active, with 75% of users reporting that they're likely to share content they find on the platform with friends and family. Brands can leverage this by creating shareable content that resonates with their target audience.

When defining your target audience on Pinterest, consider these interests and behaviors, as well as your specific marketing objectives and audience demographics. By understanding your audience's needs, preferences, and behaviors, you can create more targeted, relevant, and effective content and ad campaigns on the platform.