The audio file above is a parody of the most awarded advertising campaign in history. If you haven’t given it a listen, give it one now. It will help explain where I’m going here.
I poke fun in that mock commercial to a rising problem that I’m seeing with guys on Pinterest: not knowing the Pinterest audience.
It’s widely known that Pinterest is 80% female in the U.S. (there is some new evidence that this number may be closing) So it’s always strange to me that I keep seeing many male users on Pinterest, even marketers, pinning images to their public stream that would make female users cringe.
Don’t think it’s a big deal? I’ve interviewed quite a few influential female pinners on The Manly Pinterest Tips Show, and most all of them have told me that the quickest way to get an “unfollow” is to pin an inappropriate image.
Just liked I mentioned in the audio parody, that is what Secret Boards are made for. If you want to pin those types of images for your significant other, then create a secret board that you can share together. There is no reason to risk the chance of an “unfollow” by pinning something that makes your audience uncomfortable.
So here are a couple of ideas on understanding your Pinterest audience.
Social Media Is About People
People are coming to Pinterest to be inspired, to dream, to see pretty images. What interests are your audience looking for? What problems can you help them solve? Things that are inspiring to you will probably also inspire your audience. That is probably why they are following you in the first place. So, create and pin the content your audience wants.
Think About How People Explore
People come into Pinterest to browse in different ways. Some are coming just to browse and get inspired, some are coming to narrow down their options, others are coming ready to buy. It’s important to create pins for each type of user. Mix up inspirational and actionable type pins.
Use Analytics To Drill Down
Analytics are the best way to understand your audience. Whether you use the newly revamped Pinterest Analytics, or a third party tool like Tailwind, using analytics can help you discover what your audience thinks about your brand. You can also use analytics to find out who else your audience is interested in and who else they are engaging with on Pinterest. This powerful insight can help you plan content and pins for the future.
So with all that being said, unless you’re an underwear salesman or you’re looking at your analytics and your audience is really into underwear photos, hold off on pinning that supermodel in her slinky skivvies.
Is it a double standard? Maybe. Don’t I have a right to pin anything I want? Sure you do. Just remember that smart marketers and business owners take the time to understand their audience. Photos of frilly female undergarments may not be the best move.
Hi Jeff, great post:). Yes men have a kind of habit to collect and spread photos which, well let’s put it nicely, might be offending. On the other hand I must say that I came across quite a few boards with titles like: “What Women Want”, Boys Stuff so……It’s not always black and white. I think I going to start a board right now called “Grandma Recipes” Let’s see if that increases my followers…
PD @Pinterest, if you’re still looking for a very male person to tilt the numbers of male users on Pinterest, (apart from Jeff Sieh off course:), contract Tim Allen from Home Improvement: “More Powerrrrr!!! Succes guaranteed!
You make a good point. I have 1 board that might be pushing it. I think I’ll move it to a secret board and see if it makes a difference.