When someone talks smack about Pinterest (“There are only women pinning crafts and purses on there!”), I hand them Kevin Roose's article in New York magazine
I'm not sure why everyone hates on Pinterest so much. Are they scared of DIY projects and fashionable outfits? Maybe they're turned off by food, which is the largest category by far on the social media platform.
Yet that doesn't make sense considering how much food is embedded into American culture, which carries over to digital. There are so many hashtags about #food and #foodies, it's incredible (but the only one you need to know about is #bacon. Really.)
Everyone and their (male) dog points out that 80 percent of Pinterest's membership is female and the biggest age demographic between 24 and 34. Why is it such a bad thing for a network to be comprised of females ages 24-34? It’s gathering a group that's not only part of the fastest-growing consumer age segment in America, but also one that makes an estimated 85 percent of all consumer purchases.
It blows my mind when communication professionals willingly embrace traditional media and marketing to women—
including reaching out to mommy bloggers—
but are so swift to dismiss Pinterest as any more than recipes and a collection of Internet baubles.
Is it too pretty to be taken seriously? What is it about Pinterest that doesn’t seem valuable?
I'm not advocating that organizations be on Pinterest any more than any other social media platform. Brands need to evaluate their target audiences, along with the unique opportunities afforded to them on each platform before creating accounts.
I am advocating for people to stop saying things like, "We're still trying to figure out the validity of Pinterest," or "We're seeing if there's anything there."
A study by Shareaholic
dubbed Pinterest as the queen of social referrals, with Facebook as the king. In a follow-up study
, Shareaholic found that eight social platforms drove more than 30 percent of their network referral traffic, more than double the amount from last year. Facebook and Pinterest accounted for 29 percent of that traffic.
Let's stop asking if Pinterest—
and reaching millions of women (and men!) through it—
is worth it, and finally see that it is.
This post originally appeared on Beki Winchel's LinkedIn page.