Pinterest is targeting brands in their latest YouTube campaign video – ‘Your audience is on Pinterest. Are you?’ – in an effort to facilitate their Business-to-Business [B2B] strategy. With 459 million monthly active users – Pinterest argues that their platform is the perfect place for brands to reach their target audiences.
According to their latest data, 60% of Pinterest’s global audience are women. However – Pinterest found that their fastest growth came from ‘two emerging audiences’ – Men and Gen Z – which both experienced 40% growth in 2020. Pinterest argues that their growing Men and Gen Z audiences will provide new market opportunities to brands.
Ultimately, Pinterest wants to drive traffic to their Pinterest for Business platform – which provides brands targeting and insight tools to reach their target audiences and to explore user insights that will ultimately aid in their targeting.
Pinterest’s Business Tools are currently available to brands located in 6 countries – Australia, Canada, France, Germany, United Kingdom and United States.
To advertise this concept, Pinterest posted a YouTube Ad Campaign titled ‘Be their next device discovery’:
Pinterest’s statistics also revealed that their platform is not solely for inspiration. It is also an online destination where pinners go to make their next purchase: Pinterest found that 80% of its users had found a new brand or product on their platform. Moreover, 45% of US-based Pinners had a house-hold income of over $100K – which gives brands a great opportunity to target US consumers with a high purchasing power.
Overall – Pinterest argues that their platform gives brands the perfect opportunity to guide their customers from the inspiration to buying phase.