When Pinterest was first created, it was intended to be a visual search engine; a place where people could search, discover, and seek inspiration. When we think of Pinterest, we think of a pinboard — a place to pin up pictures, quotes, and ideas for later. As a virtual dream board, Pinterest was truly revolutionary.
Today, we are seeing Pinterest continually evolve into what is considered a hybrid platform. While the social component of Pinterest is still not as strong as other platforms, we’re seeing Pinterest pivot toward more social elements in order to keep pace with other platforms. Today, users have the ability to like, comment, and follow on Pinterest like many other social media platforms. Most recently, Story Pins were added to Pinterest for an experience similar to Instagram.
Overall, we’re seeing Pinterest continuously evolve to stay relevant. And that’s why it’s important to factor Pinterest into your online marketing strategy. Any platform that ticks all the social media boxes is one to keep an eye on. The more Pinterest adapts, the more tools you will have to boost your business not only across Pinterest but across the internet.
Pinterest prides itself on inclusivity — not only as a company, but within the platform itself. It is one of the few spaces on the internet that can boast it caters to people of all ages, generations, genders, backgrounds, and ethnicities.
As such, it’s a great place to generate new audiences and connect with existing ones. With Pinterest, you’re getting all kinds of eyes on your content and that’s important.
So, what makes Pinterest so inclusive? Why does it work for everyone in a way that other platforms don’t?
The answer is: it has a little bit of everything — and that makes it appealing to people of all kinds.
If you look at the most popular social media platforms by age, you’ll find some interesting trends.
Pinterest for Teens
In 2016, Snapchat surpassed Facebook as the most popular social media platform among US teens (born from 1997-2006). At this same time, it was estimated that Snapchat would add 1.2 million new users in the 12-17 age by 2022, while Facebook would lose 2.2 million.
From a marketing perspective, younger users prefer quick, short, fast, engaging content. On Snapchat, images, videos, and messages only last a few moments. We’ve seen this trend hold true with the rise of TikTok’s popularity, where the short form video has become hugely popular.
In order to cater to this demographic, Pinterest has introduced the option to Pin videos, as well as Story Pins. Instead of becoming an image-heavy platform like Instagram or even Facebook, Pinterest has made sure to adjust their strategy to include quick, engaging content that can appeal to younger audiences.
Pinterest for Millennials and Boomers
Still, just because Pinterest is evolving to include more recent social media trends doesn’t mean they are getting rid of what has worked well in the past.
Millennials, Gen X, and Baby Boomers still tend to gravitate toward Facebook, which has a traditional social media approach, with easy options to save and share content. Pinterest embodies the same values, allowing people of these age groups to find ideas that excite them, save them, and generate inspiration for later.
In this way, Pinterest proves that the “old” and the new can be blended together to cater to people of all ages and backgrounds. All it takes is a little bit of creativity and adaptability.
The Future of Pinterest as a Hybrid Platform
Though Pinterest started becoming a hybrid platform when it introduced video, the platform’s evolution didn’t stop there. Though Pinterest has taken slow, calculated steps to adapt and evolve into a top social media platform, we’ve seen a continued rise in popularity and users over the last several years.
Their newest addition of Story Pins shows that Pinterest is interested in targeting what most appeals to users and understanding what exactly they enjoy about each platform they use. The platform has moved away from being just a pinboard and transformed into a place where people can watch videos, tutorials, and even entertainment. Will you be able to go Live on Pinterest someday? It’s a definite possibility.
What Pinterest has demonstrated to businesses and users alike is that it’s willing to adapt. Pinterest has become a hybrid of visual search engine, shopping platform, entertainment platform, social media platform, and more. And, with a huge, diverse audience to support it, there’s truly nothing Pinterest can’t accomplish in the near future.
All of this to say: now is the time to invest in your Pinterest marketing strategy. Though it may not get as much attention as Facebook and TikTok, Pinterest isn’t just a trend or currently popular platform. It’s here to stay because it’s willing to grow — and your marketing strategy and your business can grow along with it.
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