Study: Pinterest’s $1M Advertising Reaches Valuable Demographics

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Pinterest’s new advertising platform comes with a hefty price tag of a commitment of $1 million to $2 million for the first round of paid pins. For these advertisers, that sum may be money well spent, according to a study conducted by Analogy that got a writeup by Fortune (via CNN Money).

While Analogy, a startup that sells Pinterest analytics and tools, has a stake in the success of expanding sponsored content on Pinterest, the reasoning for the projection is directly based on Pinterest’s core user demographic. Pinterest users include one highly valuable group: educated suburban women.

At 60 million users, Pinterest is smaller than social media competitors Facebook, Twitter, Tumblr, and Instagram, but demographically, the outlet is valuable.

About 33 percent of American women use Pinterest, according to data from the Pew Research Center. In mixed-gender households, women traditionally are the ones who make most of the purchasing decisions for various needs, including grocery and clothing. On this female-dominated social media scrapbooking hub, users are more likely to follow a brand than a celebrity. For advertisers, this means that their ads, which will take the form of sponsored pins, will reach an audience eager to receive them.

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