Launched in 2010, Pinterest is an interactive photo sharing site and social platform that, today, draws more than 47 million active users per month. The site has, traditionally, been dominated by women—nearly half of all U.S. women use Twitter, and 85% of all Pinterest users are female.
Once registered, users can create customizable Pinterest boards around any theme, topic, interest or moment in time—for example, some of the most popular board themes include “For the Home,” “My Style,” “Products I Love,” “Books Worth Reading,” and “Food.” Once boards are established, “Pinners” can instantly save, organize and share “pins” they like that are directly related to those boards. Pins—images of products, recipes and other inspirations, along with their direct URLs—can be culled from other users’ boards, from brand websites or can be uploaded directly by the user. And, adding to the virality of the platform, once those pins are added to Pinterest they can be used immediately by any other registered Pinner on the platform. As of March more than 50 billion pins have been created.
For businesses, Pinterest has proven to be a very powerful proposition, providing a direct, organic link to tens of millions of women, the majority of whom fall into the all-important millennial demographic. Adding to the desirability, Pinterest brings together both mobile and social media, a powerful marketing mix that seamlessly integrates products, services and targeted messages into individuals’ peer-to-peer sharing and exchanges. Currently, 75% of the social media platforms users access the platform from a mobile device, and these Pinners are more inclined to share, save and socialize than those who utilize desktop computers.
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