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12 Things We Learned Analyzing Pinterest Pins with Social Listening

By Derek Franks  •  November 5, 2018

Social Listening analysis shows the lifestyles, interests, thoughts, feelings and emotions of the 250 million voices on Pinterest 

12 Things We Learned Analyzing Pinterest Pins with Social Listening

Posted by: Derek Franks on November 5, 2018

75 billion ideas.

 

That’s the number of new ideas that have been posted to the popular social media platform Pinterest, according to Omnicore.


There have been billions of online conversations this year alone on Pinterest, part of the 175 billion total Pinterest “pins” all time since the network launched in 2010.


As you’re getting your mind blown by these stats, we should warn you: we’re just getting started.

 

Each major social network plays an important part in helping brands and businesses reach specific audiences for specific interests, beliefs and values.


Pinterest is no different.


But it’s also its own channel and differs in its user base and experiences it offers those users.


The emerging program is visual, like Instagram, but encourages more conversation much like Twitter. Most importantly, it connects people by inspiring, and in that regard, it makes for a valuable business channel.


So what role can Pinterest play for your brand or business, and why is it important to measure and analyze the massive universe of Pinterest conversations and posts?


Those are the questions we set out to answer by analyzing the Pinterest platform, its audiences and use cases, and pinpoint how social intelligence can help lead us to more reliable data.


Pinterest is a difficult platform to analyze on its own.  By analyzing Pinterest with the use of our social listening tool, we’ve found some incredible new insights that you won’t find anywhere else.


Here’s what we’ll explore:

  • An in-depth look at audience demographics, psychographics, thoughts, feelings and emotions of all Pinterest members
  • A broad sentiment analysis of the online audiences who engage on Pinterest, compared to other social channels
  • A breakdown of Pinterest users top interests, most talked about categories and brands
  • Why Pinterest is important for your business
  • How to use social listening analysis for Pinterest and what we can learn from it

So, let’s take a look at how you can understand Pinterest and social listening data around the channel in order to better leverage it for your business.

Using Social Listening to Analyze Pinterest Audiences

What You Should Know About Pinterest Audience Demographics

What are the lifestyles, interests, behaviors and demographics of Pinterest users?


We have some fascinating new data on Pinterest audiences that you won’t find anywhere else.


But first let’s look at some key attributes of the network’s user base that are well documented but still extremely important for brands and businesses to keep in mind:


Users: 81% Female user base (Don’t count out males. We are seeing an increased growth from the male segment.)


New Users: 15 Million *NEW* users on the platform each month. Pinterest is growing faster than Twitter.


Reach: 83% of women between 25-54 in the U.S. That’s more than Instagram, Twitter or Snapchat.


Visits: 1 in 2 millennials visit Pinterest at least once per month accounting for its largest user age segment. And a majority of Pinterest users belong to suburban families, more than any other social network.

*Sources: Omnicore, Hootsuite

These stats highlight some pretty need-to-know demographic details that are unique to Pinterest itself. It’s important to understand who’s engaged with the platform and learn as much as you can about them as it relates to your business.


Unfortunately, it’s not as easy as one would think to find the information about Pinners. We need to dig deeper than basic demographics.


So, we’re enlisting some nifty features in our social listening tool that helps us research audiences all over the web (without a search query) to find out more about Pinners.


In order to get the most up to date information about the state of Pinterest audiences, we conducted our search just over the current calendar year.


We uncovered some key details about the Pinterest user that might surprise you.

 
1. Reach

First is the incredible reach the Pinterest platform has.


Just this year so far, there have been 5 billion posts published by users to the site. Our social listening analysis tells us that the spread of Pinterest content has accounted for an estimated 17 billion impressions this year. Wow!

Pinterest impressions in social listening data



It’s important to note that these posts are for all engagements on the platform, including both pins and comments. Keep in mind that people will interact in various  ways on the network, not just by posting pins.


So what is the audience segment makeup of Pinners and how do they compare to others?

 
2. Age Distribution

We found that the Pinterest has a more even distribution of age segments than most other platforms, but as mentioned earlier, younger audiences dominate the Pinterest audience landscape.


Nearly 70% of Pinners are ages 18-34. That’s still less than Twitter, but it leads Instagram and Facebook.

Social Listening: Age Distribution by Social Channels

 

3. Disposable Income 

The social listening analysis also found that Pinners are more affluent. Half of Pinterest users earn $50K or greater per year, with 10 percent of Pinteresting households making greater than $125K.


This fits nicely with the idea that Pinterest users are more likely to belong to suburban households.


Now, let’s go deeper.

 

4. Engagement

Here’s something marketers are always trying to understand about social media users: when do people engage? When are they most active?


On Pinterest, the social listening analysis shows some interesting activity trends.


Engagement insight for Pinners varies greatly by time of day but doesn't really matter what day of the week.

Social Listening Data: Pinterest Time of DayWeek Engagement Charts


Pinterest day of week engagement

It’s clear that Pinterest users are more likely to post during the after-work and pre-bedtime hours.


Meanwhile, users are just as likely to pin on Sunday as they are on Tuesday.


Knowing the user habits of those who interact on the channel will help you determine when you are more likely to reach them.

 

What we Can Learn from Social Listening Analysis on Pinterest

What can brand teams and businesses learn by analyzing Pinterest audiences by using social intelligence?


By looking at the people who are regular Pinterest users and finding out what it is that interests them most and how they engage on the platform, you could discover a plethora of previously unknown details and hidden trends to apply to your efforts.

 

1. Sentiment

Any business out there is invested in trying to understand what their customers and audiences think.


What can we find about the Pinterest audiences?


Sentiment analysis shows that these users are among the most positive. Here’s the sentiment for each major channel’s user posts:

Sentiment analysis by social channels chart

 

Looking at the sentiment analysis of the various channels, it makes sense that Pinterest is a breeding ground for great ideas and inspiration.


It’s a place where people can go to be creative and share positive experiences with the world and their community. Naturally, that makes it a more uplifting place to hang out. It’s none too surprising that Twitter is the most negative social channel.

 

2. Most Discussed Topics

What do people talk about while on Pinterest?


As you may have predicted if you’re a regular user, food, crafting and other do-it-yourself ideas take center stage.


Here’s a look a the top most discussed topics for Pinterests users in 2018:

Pinterst Most discussed topics Linguistics Topic Cloud

Looking at this topic cloud, you start to get the idea of what people love talk about when posting their Pins to their pin boards. Later on, we’ll look at some more specific topics, interests and brands that are most talked about by users on Pinterest.


And just out of curiosity, what negative topics are discussed on the network anyway?

Pinterst Linguistics Top Negative Topics (1)

Interestingly, these topics still kind of make sense. If you think about the amount of self-help, self care and health-related pins out there, it’s understandable that people still do discuss ailments, health initiatives and struggles, and other related issues and that some of those conversations might be negative.


While positive conversations thrive on Pinterest, a health-related brand could take a deep interest in understanding the negative drivers on this channel. A medicine or fitness brand could find striking details about their audiences by digging into the user discussions around these topics, both positive and negative.

 

3. Themes and Emotions

Analysis of the social intelligence data on Pinterest audiences tells us various action-based conversations that provide clues into how people behave or even buy.


Pinterest is among the top of channels in themes such as purchase intent, acquisition and cost.


This means that audiences are discussing their intent to purchase on Pinterest, or they are stating that they have already purchased.


Natural language processors that power our social listening analysis can pick up on themes from statements such as “Love my new crock pot!” which signals the listening platform to categorize this under acquisition.


Looking at the various other online channels, Pinterest is among the top in places audiences express these consideration themes when posting to the network, and it leads all channels in purchase intent:

Consumer Consideration By Social  Media Channel


By seeing which audiences are more likely to express their buying behaviors and shopping experiences on Pinterest, you can see if analyzing the network and your audiences on that network will provide more clues as to how they act and help you make better predictions and assumptions about these users.


Later, we’ll see how this social media channel is a great place analyze how people make purchases due to their activity on Pinterest.


Another metric to look at is the emotion analysis of the users. What are the most commonly expressed emotions from the Pinners on the channel?

Pinterst users Emotion Analysis

The chart above shows that people most often express the emotion of anticipation in their Pinterest conversations.


You can see where people might frequently respond to a pin of a cool idea with a comment such as “Wow, I can’t wait to try that!” or “Looking forward to Thanksgiving so I can make this holiday cocktail”.


Of course, the more positive emotions are more common than negative ones, which is right in step with our earlier observations.


Understanding how people express themselves is key to uncovering trends that are most important to your business.


Now, let’s look at some specific topics and brands that are most discussed on the channel.

 

4. Interests

When we look at all Pinterest users in 2018, you see that they are interested in a variety of topics and categories that make for great inspiration and ideas.


This analysis shows all data on people who have published in some way to Pinterest through pins, comments, etc., who have expressed interest in these other topics in some way:

Pinterest Audiences Top Interests (1)


Pinners are most interested in food, clothing/fashion, collecting, and DIY crafting and similar hobbies and activities.


Here’s a look at the top most discussed brands on the channel this year:

Pinterest Entities top brands


Further analysis also found that with regards to the most discussed products, Instapot, iPhone, Adobe Photoshop, Lego, Guinness, Mini automobiles, and Coca-Cola are all among the top.  

 

5. Top #Hashtags

Hashtags are a common way for users to categorize their content, and they are very popular within most pins.


Social listening metrics show that many of the top hashtags on Pinterest are food-related as well:

 

Pinterest Linguistics Top Hashtags Topic Cloud (1)

 

Using all of these analytics, you start to paint a picture of the typical Pinterest user.


A quick in-practice example:


If you work for a food brand, you want to hone in on the appropriate audience interests and see what else you can learn. Clearly, you have a viable target and a strong community around topics that are relevant to your brand.


Now, you can dig in by further refining your search to be more specific to your food brand.


If your brand makes products for baking, you might see there are a ton of people interested in baking but you also notice a heavy trend in phrases and hashtags for healthier food items, diet fads and nutritional ingredients.


Is there an opportunity for your baking brand to appeal to health-conscious consumers?


Using filters within your search of Pinterest users can help you narrow down your audience research:

Atlas search query Pinterest channel source and taxonomy filters


The results here could help you determine whether or not it makes sense for your brand to participate in the healthy food conversation or even develop new products.


Social listening research on Pinterest can help your team accomplish a number of things:

  • Determine the most important topics, issues and customer needs of your target audiences
  • Improve or develop products
  • Measure success of advertising and marketing campaigns
  • Build and manage audience personas
  • Better target people like Pinterest users who might be in your personas
  • Create potential partnerships with relevant brands-- for example a baking brand might partner with a crafting or DIY brand based on the analysis

Social listening gives us some detailed inside looks at the people most relevant to our brands and businesses. Let’s look at why Pinterest is such a vital resource to better understand your audiences and customers.

 

Why Pinterest is an ideal place for consumer research and audience analysis

This unique channel exemplifies consumers and their buying behavior in ways that most channels don’t. People discuss things they’re passionate about here; they spread ideas and discourse potentially relevant to your brand. And they spend their dollars here too.


Pinterest claims that 87% of users made purchases of items found on Pinterest, and that 93% of Pinners use the network to plan purchases.


Further research from Shopify found that people spend an average of $50 on every purchase made from Pinterest “buyable” pins. This is all money being spent directly related to the channel itself.


Pinterest is conducive for understanding people’s interests, emotions and buying behaviors. Here are some key insights about these audiences that underscore how important they are to businesses:


  • Pinterest shows the highest amount of purchase intent among social channels according social listening data
  • 72% of pinners use pinterest to decide what to buy offline
  • 93% of active pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest
  • Unlike most other social channels Pinterest is more positive in consumer sentiment, meaning you’re getting insights on people who are talking positively about the topics they’re interested in

By incorporating the information about Pinterest audiences, you can learn so many more details about your potential target customers and make accurate assumptions and predictions about how they think, feel, act and- yes- buy.

 

Conclusion

Pinterest is a gold mine for finding important insights for your business. Thanks to social listening technology, you can now learn more about the people who could become your customers than ever before.


If you can properly analyze what audiences think and feel within specific online communities, you can leverage platforms like Pinterest to better connect with those audiences as well as understand who they are, what they want, and how you can best meet their needs.


Networks like Pinterest also offer great details about buying habits and how people use the inspiration found there to guide their purchases.


Researching these audience demographics and understanding how they act and what motivates them will provide your team with a level of insight you might not have had previously.


Maybe one of those 75 billion ideas on Pinterest is one that gives you your next customer.


To learn more about how social listening and analysis of Pinterest can help your business, get in touch with our team to get a demo today.

 

 

Topics: social listening, social listening data, social media, social media data, social media research, pinterest

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