Deciding between Pinterest or Facebook advertising can be a daunting task. You’re limited on time. You’ve got a limited budget. And maybe this is your first time doing social ads and the pressure is on trying to figure out the right social platform to focus on.

Working in an agency, I encounter plenty of clients struggling to determine which platform will help them get the most out of their marketing budget. (You’re not alone, it’s hard!) And the reality is that this is probably only one of many responsibilities you’re juggling.

So I’ve made this guide to give you the background you need to pick and get started. It’ll also provide real-world examples from the work Tower does, so you can see what businesses on both platforms are experiencing.

Pinterest Demographics vs Facebook Demographics

Below we’ll touch on how users engage on each platform (because the intent is different) as well as some fast facts about user demographics.

Pinterest Users

How are they using the platform?
The behavior of its community mimics those using search engines. People browse Pinterest for ideas, information inspiration, and products. They do this using unbranded keywords and long-tail search phrases. There is a social aspect (users can follow other users, leave comments, and interact with others) but that’s a secondary focus.

Fast facts: who are they?

• According to Pinterest user data, in the US they reach:
  • 46% of adults ages 18-24
  • 40% of adults ages 25-34
  • 39% of adults ages 35-44%
• Their global audience skews 70% female and 30% male.
• Gen Z is their fastest-growing audience, making up 42% of the platform.
• Pinterest reaches about 40% of households that have an annual income of $150K or more.

An Example From Our Own Clients’ Advertising

Across different ad accounts we’re running, our team sees users ages 18-65 on Pinterest. We generally see a trend of the largest concentration of users being ages 25-44 and 55-64. We also do see more female users. Below are examples of two different ad accounts targeting different interests.

Client A: Pinterest Demographics

Client B: Pinterest Demographics

Facebook Users

How are they using the platform?

Users’ primary goal is social connection. Unique content is the currency that people use on Facebook to connect with friends, family, local businesses, and community groups. Some of the top activities according to 2024 research include messaging others, interacting/sharing posts, keeping up with current events, and researching brands. 

Fast facts: who are they?

• Pew research on Facebook shows that 7 in 10 (or 68%) of U.S. adults use it.
• More women generally use Facebook, about 76%.
• 3 out of 10 Americans are getting their news from it.
• Oberlo’s research found that the majority of users fall between 18-44 years of age.

An Example From Our Own Clients’ Advertising

At Tower, our results for clients vary widely because many of them fall into different industries and serve vastly different target areas. That said, we often see a wide range of users on Facebook because it’s still such a popular platform. Below are two examples of different industries. 

The first represents a product that was targeting anyone ages 25-65. The second shows a client we were working with who was going after older, high-net-income individuals. These give you an idea of just how many users you can reach.

Client A: Facebook Demographics

Client B: Facebook Demographics

Pinterest Ad vs Facebook Ad Formats

Pinterest Ad Types

Let’s start by looking at campaign objectives. On Pinterest, you can choose from:

• Brand awareness
• Video views
• Consideration
• Conversions
• Catalog sales

If you’re new to understanding these, Pinterest has a great guide to them here. The ad objective you choose will dictate what kind of ad formats you can run. (For example, shopping pins require a catalog sales objective.)

Next, let’s look at the ad types you can run on Pinterest:

• Standard image ads – feature 1 photo
• Carousel ads – features 2 to 5 photos
• Standard/max width video ads – 4 seconds to 15 minutes
• Shopping ads – 1 image at a time
• Collection ads – 1 image above 3 smaller ones on mobile
• Idea ads – videos, images, lists, and custom text in a pin
• Showcase ads – multiple cards with up to 3 features
• Quiz ads – multiple choice style

If you want to find information about sizing, character limits, and other specs, visit Pinterest’s ad-type resource here.

Facebook Ad Types

Now let’s look at the Facebook campaign objectives you can choose from:

• Brand awareness
• Traffic
• Engagement
• Leads
• App promotion
• Sales

Please note that Meta recently updated this list to simplify it. If you’re familiar with their prior ad objectives, I’d recommend reviewing this detailed breakdown of Facebook ad objectives.

• Single image ads – features 1 photo
• Carousel ads – features 2+ photos or videos
• Video ads – length requirements vary by placement
• Collection ads – show a video or image with product images underneath
• Flexible creative – upload up to 10 images/videos and let the delivery system create ads

For more specs on different ad types, visit Facebook’s ad resource here.

Let’s Talk About Ad Costs

To understand which platform is more costly, marketers will look at ‘cost per result.’ This is calculated with the following formula:

total budget spent ÷ key result* = cost per result

*Key results can be clicks, video views, impressions conversion, etc. depending on the type of campaign you’re running.

Determining this across all your digital ad platforms can help you strategize how much money you need to allocate. Plus, it can help you understand how efficiently your advertising spend is working.

In our experience running social ads, both Pinterest and Facebook offer relatively cheap opportunities for online advertising compared to other digital channels. While we can’t tell you exactly what your ad costs will be, we can give you an idea of some averages for the platforms.

Pinterest Ads vs Facebook Ads Cost Comparison

*cost per conversion varies widely based on industry, product, or service, and the typical length of your sales cycle.

Managing Your Costs: Bidding For Ad Placements

It’s key to note that bidding strategies will further affect your costs on Pinterest or Facebook. Each platform uses a bidding process to determine which ad wins and shows to users.

On Facebook, their bidding process determines a winner based on your bid, ad relevance, and estimated action results. Having the highest budget doesn’t guarantee you win, but having a competitive bid and good quality ad creative and headlines can.

On Pinterest, their bidding process works similarly, choosing the best ad for that placement based on the likelihood the user will take action. They also like to see that your creative and landing page are good quality, along with a competitive bidding price.

With both platforms, you can set a bid cap specifying what you’ll pay up to. Or you can use their automatic bidding systems, in which the platforms will aim to get you the most results at the lowest possible cost while staying within your total budget.

If you’re new to social advertising, we recommend starting with automatic bidding so you can first learn what a competitive bid is. If you start by setting bid caps too low without understanding what’s competitive for reaching your audience, your ads will be hindered in their performance from the start.

Performance Metrics: What Does Each Platform Deliver?

The answer to whether one platform is delivering better than the other comes down to what you value. The best way to answer this is to start by running a campaign on each platform with the same budget. Then, measure their performance against each other by looking at these shared KPIs:

• Cost per click (CPC)
• Cost per result (CPR)
• Click-through rate (CTR)
• Impressions

For a specific breakdown of averages for these metrics between Pinterest and Facebook, skip down to our cheat sheet below.

Use them to analyze the strengths and weaknesses of each platform. But don’t stop there. 

Once you’re running ads, make sure you also consider the full context of what your campaigns are doing by using a tool like Google Analytics 4 (GA4).

Look At Indirect Results Too

Dark social is a real marketing pain point that’s not talked about enough. You may realize that since starting Pinterest ads, your direct traffic in Google Analytics has increased. Or you may be seeing more users find you in organic searches after running a Facebook ad campaign.

The way users interact with paid social media isn’t linear. It’s often complex, as our social ads catch them while they’re doing something else on the platform. Even if we pique their interest, those who don’t convert directly from the ad are likely hitting other channels afterward.

An Example of Direct vs Indirect Results

Above, we pulled examples of two different users who converted on our client’s website and requested a quote. The first one shows a direct conversion attributed to paid social. Interestingly, that user interacted with our paid social ads 5 times before directly converting. And, it took them 24 days to do so.

The second user however wasn’t a direct conversion and needed more time. They interacted with multiple channels including organic search, organic social, paid social, etc. While paid social wasn’t the direct point of their conversion, it did play a role in earning it.

Pinterest Ads vs Facebook Ads Cheat Sheet

Ultimately, there’s no one answer as to which platform is better for you. If you’re stuck picking between Pinterest and Facebook we recommend:

• Studying which platform your target audience is using (do some digging on the platform to see if they’re active)
• Splitting your budget and running an A/B test between the platforms
• Running your campaign(s) for at least 14 days (because the first 7 days are the learning period for social ads)
• Assessing both direct and indirect performance KPIs of your ads in GA4

Grab your free guide here. No email required. No gimmicks.

Grab Your Cheat Sheet

Sitting in front of your computer, staring at Facebook ads manager and feeling daunted? You’re not alone. Figuring out how to write effective Facebook ad copy for your business is a daunting task for first-time creators. However, considering that the average person spends at least 1.72 hours each day on social media, it’s an advertising outlet worth pursuing. That’s why we’ve put together these tips on Facebook ad copywriting and included best practices so you understand how to make a good Facebook ad that’s effective and produces the ROI you’re looking for. 

The Effects Of Good Ads

Facebook advertising is the most effective way to ensure your brand actually reaches new audiences on the platform. A few years ago, Facebook changed algorithms for organic reach, prioritizing personal posts over business content. As a result, businesses posting organic content have very low visibility in the Facebook news feed.

However, taking advantage of paid ad campaigns or boosting your posts allows you to override that limitation and regain visibility in users’ news feeds. In a Facebook study done by Wordstream, they noticed that businesses with active ad campaigns saw a 77% increase in followers compared to businesses not running any advertising. 

Followers should not be the most important metric you use to gauge your Facebook advertising’s success. (Although, earning more followers does show you’re increasing brand awareness and it provides an opportunity to drive more new traffic to your website.)

You may find social campaigns can help you meet additional goals, such as growing your lead list and increasing sales, gaining more email subscribers, boosting phone calls, and more.

Successful Facebook Ads Strategy

If you’re just starting to do ad campaigns, it’s important to set realistic goals. Too often, businesses get ahead of themselves and expect leads or conversions the moment they begin social advertising. However, most successful Facebook ads have one thing in common — they are the result of time and experimentation.  

Facebook advertising moves through four stages, which are adequately summarized in a digital marketing strategy known as “R.I.C.E.”

Initially, your ad campaigns are working to build your reach among new audiences. However, it may take several months (or campaigns) to achieve this. You need to spend time using trial and error testing to find what content your intended audience responds to best on Facebook. 

Once your reach is established, then you can move into the interacting phase. The goal of your advertising here is to persuade your audience to take action and learn more. You want to direct them to your website and make sure you have content they’ll want to explore.

After you see your ads are consistently drawing new audiences who spend time on your website, it’s time to convert them. Now you can start writing Facebook ad copy that converts and sells. You’ve built up your reach and the value of your content on Facebook, which in turn gives you social credibility that appeals to people ready to make a purchase decision.

Once you’re seeing your advertising lead to conversions, you’re then left with the responsibility to continue engaging audiences with your advertising. In this stage, you’re focusing on using your ads to create brand loyalty and continue offering value to customers to encourage repeat business.

The key takeaway here is that you first need to build social equity on Facebook before you can sell. Now that we’ve covered the strategic stages you can use to advance your Facebook ads, it’s time to look at how to write effective Facebook ad copy.

Getting Started: How To Write Effective Facebook Ad Copy

If you’re wondering how to write effective Facebook ad copy, it all starts by putting a framework into place. Successful Facebook ads usually employ the following practices.

1. Start With Audience Targeting

Know who you’re trying to talk to and don’t guess based on your gut. Instead, look at your audience demographics from your website’s tracking. Consider who your sales team is talking to. Research the data your business has to find out more about your audience. Ask yourself:

• What demographic is visiting my website currently?
• Does my desired demographic use Facebook?
• What is their job title?
• Which hobbies or topics interest them?
• Where is their geographic location?

After you’ve found the data to answer these questions, you can use Facebook ads manager to build a target audience for your ad campaign. But it’s important to do this step first so that you can make sure you write ad copy tailored to your actual audience.

2. Write Short & Simple Content

 Some advertisements can break this rule, but at the beginning of your advertising campaign, you should write content to fit the character limits so your text isn’t cut off and users can see it all at once. Facebook ad character limits are:

• 25 characters for a headline
• 30 characters for a link description
• 125 characters for ad copy (primary text)

This is where good writing comes into play. Follow the K.I.S.S. (Keep It Simple, Smartie) principle. Write simply and use language your audience understands. Don’t use big words or try to impress them with industry jargon.  Think about what pain points trigger your audience emotionally, lead with that, and present your brand as the solution. The headline is a great place to hook them, the link description shows the solution, and the main ad copy is where you do your persuading. 

3. Always Choose A Call To Action (CTA) To Match Your Strategy

You probably already have a CTA in mind as you’re writing, but it’s worth devoting a section talking about this. Since you’re just beginning Facebook advertising, you’re still in the reach or interest phase, so one of your better CTA options is to encourage people to “Learn More.” As you move further along in your social media strategy, then you can begin experimenting with other CTAs. 

4. Make Sure Your Copy Matches Your Visual

If your ad campaign doesn’t look cohesive, it’s a huge turn-off for Facebook users. Social platforms are heavily visual and people have come to expect clear, high-quality images. If your photo is distorted, blurry, or too posed, you won’t see good engagement from your ad campaign.  Thankfully you don’t have to be a design expert to figure out how to optimize the visual part of your ad. Facebook provides straightforward visual guidelines about what looks optimal in an ad. Plus if you’re pulling stock images from a provider like Shutterstock or Adobe, you can feel confident they’ll be good quality for social.

Need Some Inspiration? As you begin to draft a campaign, here’s a compilation of some great Facebook ad copy examples to get you started. There’s also a great breakdown for each one detailing what they did right in the ad copy and the visuals used. And while we recommend starting with image-based ads when you’re new, eventually you’ll want to look into exploring other types of Facebook ads (video, carousel, etc.) to see what resonates with your audience. 

Measuring Your Facebook Ad Results

It’s easy to fall into basing your assessment around vanity metrics, such as likes or comments, but those aren’t the best criteria to base your conclusions on. The way you measure success depends on the goal of your ad campaign. However, here are some metrics to keep in mind as you start your advertising.

Ad Frequency

Ad frequency shows how many times Facebook users saw your ad. If you’re trying to increase brand awareness, you likely want your frequency to be around 3-4 times. 

However, if you’re at the stage where you’re trying to convert users, it’s better to keep that frequency number low. Otherwise, you risk annoying users with a very direct ad they don’t have an interest in.

Cost-Per-Click (CPC) or Cost-Per-Result (CPR)

Facebook either charges you per impression or per click, depending on which option you choose. If you’re just starting out, cost-per-click is a more budget-friendly option. 

Just don’t be startled, as your CPC or CPR may initially be high. One way to gauge your ad’s success is if that dollar amount starts decreasing over its run time. Generally, you want your Facebook ad’s click-through rate to be $2 or under. If it’s not, you’ll want to try adjusting your campaign’s targeting, copy, or run time, depending on what you think is driving the high cost.

Reach & Results

When you’re starting social ads, this metric can show you how many different people are seeing your ad. Initially, you want to see a large reach to raise brand awareness. 

Over time, the goal is to eliminate any waste in your reach, such as people in the wrong location seeing your ads or demographics that aren’t a good fit. From there, you want to see your number of results increase compared to your previous campaigns. 

Your results will be different depending on what Facebook objective you use while setting up your ad. In the beginning stage of R.I.C.E., the traffic objective works well to see how many new users are visiting your website. 

Over time, you’ll also want to branch out from the metrics above. Always make sure you’re measuring the metrics that best indicate success according to the goal of your ad, which could be anything from brand awareness to webinar signups.

Create A Holistic Social Media Strategy

Above all else, make sure that your Facebook advertising fits into your goals for social media marketing, especially if you’re active on other platforms. It’s important to make sure your brand is consistent across all platforms.

Plus, you want to make sure your marketing efforts are achieving your business goals. Check out this blog for advice on how you can create your own social media strategy from scratch.

If you’ve been asking yourself whether your B2B business should have an account on Pinterest, the truth is there is no clear cut answer. It all depends.

Pinterest was the fourth most used platform at the end of 2019 so there’s clearly a huge audience to reach through marketing. It’s also worth noting that:

• Pinterest grew its active user base by 26% from 2019 to 2020.
• 71% of Pinterest users are female and 29% are male

There’s a lot of potential on this platform, but don’t rush to create a business account just yet. Start with research to gauge if you have any target audiences on the platform.

Navigating Pinterest marketing in regards to your business can be overwhelming, especially if you haven’t spent much time on it. Doing B2B marketing on Pinterest is definitely valuable for some businesses, but for others, it’s not an effective choice.

This blog will explore what a strong Pinterest marketing strategy looks like and show examples of successful B2B companies using Pinterest effectively. We’ll also provide you with a free, Pinterest SWOT resource that can help you start figuring out if and how you can leverage Pinterest to grow your business.

B2B Pinterest Marketing Strategy

Content is your business’ currency on any social media platform. Before you even start B2B marketing on Pinterest, you need to first make sure you have high-quality content. This is what makes your target audience want to follow and interact with you.

Why is this step important? Some people may use Pinterest to follow friends, but most use Pinterest to find the information they’re interested in. And that information can be anything returned from their search, from sponsored ads to organic pins promoting blogs, videos, and other content. Your audience’s search behavior is the key to your success on Pinterest.

You can’t reap the benefits of Pinterest marketing if you’re only ever pinning content made by others. Make something of your own that’s also worth sharing.

Organic Vs. Paid Distribution on Pinterest

After you have your content resources, it’s time to strategize how social media accounts, like Pinterest, can be used as a content marketing distribution channel. Pinterest B2B marketing is most effective with a plan that uses both organic (aka unpaid) and paid posting. Both are valuable methods for growing your followers and reaching new potential customers.

Organic Pinterest Pins

Anyone creating a pin on Pinterest, including B2B companies, should first read through Pinterest’s guide to creating great pins. It’s full of great tips to help you understand how you can choose or create the best images for your pins. It also has tips for optimizing your text, incorporating your logo, and branding your posts. Pinterest also has extensive resources to help you learn the ins and outs of creating boards, pinning, and more on its platform. Like any social media account, your organic posting will get very little engagement in the beginning. Don’t be discouraged though, as with time and a willingness to experiment you will learn what tactics work to increase your followers.

Organic Pins & Search Engine Optimization

One way you can help your organic pins is to incorporate an SEO keyword strategy in the pin that you are writing directly on Pinterest or even on your account page. You don’t need to have any fancy SEO tools to do so (although they do make it easier). Start by searching to find keywords related to your B2B business, industry, or product. See what competitors are using in their pins if possible, and look at what Pinterest is suggesting in its search bar as you start typing. From there, gather a list and decide what phrases you want to use. Doing this makes your unpaid pins easier to find through search on the platform.

Paid Pinterest Pins

Once you’ve created an organic posting plan, it’s essential that you also set aside money and make use of paid advertising on Pinterest. By the end of 2019, Pinterest recorded having 320 million active users monthly, with 58% of those users saying they used it to make shopping decisions. The problem is that with algorithms and other factors, it’s difficult to target the users you want to reach solely by posting unpaid content. But with paid ads on Pinterest, you can expand your visibility much more quickly. By paying to boost a pin, you can choose specific targeting in regards to location, gender, age, interests, languages, keywords, and more. Because of that, your content is more likely to reach people who are interested in it. And one of the awesome benefits of Pinterest marketing is that users can save your paid pin just like they can save a regular pin. This is a great way to see what content your audience is finding valuable. Best of all, long after your paid post ends, the people who saved it can still go back and reference it. This gives your advertising a longer lifespan than it has on other popular platforms.

So, Does Pinterest Work for B2B Businesses?

The answer is both yes and no. The key to making Pinterest work for B2B marketing is to do your research and curate content to align with the data.
Find out what audiences are on Pinterest and how they intersect with your customer demographics. Then figure out what angle you need to take to interest those audiences and engage with them on Pinterest. Building that relationship, brand awareness, and authoritative voice is what can give you an advantage when they’re ready to buy.

There are plenty of blogs on best practices for creating a Pinterest business account and managing it. But when it comes to B2B marketing on Pinterest, it’s more valuable to look at real-life examples of companies who are and aren’t doing it successfully. That way if you decide to get on Pinterest, you have examples of strategies that are actually working for other B2B groups.

Examples of Poor Pinterest B2B Marketing

When it comes to finding B2B Pinterest examples of companies who aren’t successful, it’s actually quite difficult. Part of it is that no one wants to talk about when Pinterest marketing isn’t effective. The other issue is that their account is doing so poorly it’s hard to find through search. However, there are some valuable lessons that can be learned from studying their profiles and content. Below are two B2B companies that definitely have the potential to increase their business through Pinterest marketing, but currently aren’t doing a stellar job. I’ll dive into some main takeaways below for each, but check out the link to their accounts and have a look for yourself.

HubSpot Creative’s Pinterest

HubSpot is recognized as a leader in marketing, sales, and customer service software, so you may be surprised to see they’re on Pinterest. But a segment of their business, HubSpot Creative, actually has an account geared towards people interested in marketing and design. This should be a great fit given the visual, creative nature of Pinterest. The problem? They only have around 400+ followers. And for a company with such high brand recognition in its field, that’s not enough to make an impact. Let’s break down their account. What did they do well?

• They create well-organized topic boards.
• Their account uses high-quality images.
• All pins are clearly and consistently branded.

Where do they struggle?

• Their only in-house content is team updates.
• Some of the content is great to view but offers nothing beyond the image.
• The account leads to a Tumblr page instead of their main website, creating a credibility issue.

Staples NAD’s Pinterest

You also might be surprised to learn that Staples has an account geared towards its B2B customers. And while it’s not a bad account, it’s not performing like a competitor (Office Depot) that I’ll cover below. The account only has 64 monthly views, and after gauging their competition, that’s a low number for their level of name recognition. What did they do well?

• Their account is verified, adding to its credibility.
• Pins are being used to distribute their online Work Life Magazine.
• Imagery is branded, attractive, and good quality.

Where do they struggle?

• They only have one board with a handful of pins.
• Pins are only their content, while it’s best to have a mix of your pins and external content.
• They lack diverse content, as it’s all online articles.

There are some recurring lessons from both of these examples. Pitfalls you should avoid for B2B marketing on Pinterest include:

• Only pinning your own content
• Not having your own content
• Not having enough boards
• Not establishing your credibility either by verifying your account or linking to the right website

Examples of Successful B2B Companies on Pinterest

Starting to ask yourself again if effective Pinterest B2B marketing is actually possible? While we showed where it can fail above — the answer is still YES!
Below are two B2B companies doing a killer job – and some honorable mentions that didn’t make this list, including FireRock’s Pinterest and Survey Monkey’s Pinterest. If you have some free time, it’s worth studying their accounts to see how both are leveraging this platform well.

Office Depot’s Pinterest

So above we saw a competitor, Staples NAD, engaging around 60+ views monthly. However, Office Depot is tapping into 7 million monthly views. Businesses are familiar with both suppliers and both are well-recognized brands. And they’d be engaging similar audiences on Pinterest. So why is Office Depot doing so much better?

Here are some factors playing in their success:

• Their account is verified, making it more credible.
• Written content makes use of SEO keywords and hashtags so it can perform well in search.
• The pins and content target Pinterest’s main audience demographic – women! (The majority of Pinterest users are women.)
• Branding on their images is very well-done.
• They mix up the use of images and short, eye-catching videos.
• Their content includes blogs, videos, and product spotlights, all tastefully done and diverse.

It’s exciting to see how they’ve embraced the platform and earned a great ROI as a result. They’re actively engaging millions of users every month. It’s easy to think that pens and office supplies aren’t exciting and therefore they can’t get away with B2B marketing on Pinterest — but Office Depot is doing it.

Ultimately, they realized the opportunity on Pinterest and angled their approach accordingly. They pivoted from just “selling businesses supplies” to designing a narrative. Their popular messaging includes designing your dream office and creating a picture-perfect business space to work in, which they subtly suggest starts with their supplies.

IBM’s Pinterest

So maybe you think office supplies are fun, and it makes sense to you that they can market on Pinterest. But business technology giant IBM is doing it, too. Their account has over 129,500 views monthly. So how is this B2B company performing so well?

Here are a few details worth calling attention to:

• Their account is verified, giving it that sense of credibility.
• They have diverse boards with different targeted interests like cooking, geeky tech gifts, tech in sports, tech in fashion, and much more.
• They do a great job creating a lot of women-focused content to tap into that specific audience. (Over 5,000 users follow their women in tech board.)
• The content is diverse, including blogs, old IBM photos, infographics, and cross-promoting other people’s content.
• All branding is clear and consistent.

What’s interesting here is just how good IBM is at targeting not just their audience, but who they think is on Pinterest that could potentially be their B2B client. They target tech people who love history using iconic IBM photos. They target a niche community interested in fun technology incorporated in gifts, sports, and fashion. And their targeting of professional women is also a smart move.

Encouraging women in STEM fields is a social push — but IBM has recognized it’s also a rising audience. This group is highly active on social media, so IBM has curated content around that topic. This is a smart move because it will tap into women in the field now, and the next generation of women in tech who are vocal online.

The Advantages of Pinterest Over Facebook or Instagram

It’s a no brainer for businesses to be active on Facebook, Instagram, or Twitter. But when it comes to Pinterest, it’s often a question mark for B2B companies. Here’s an overview of Pinterest user facts to persuade you that it holds value:

• The majority of Pinterest users are between ages 30 – 49.
• Around ⅓ of users admitted to using Pinterest to follow brands.
• About 6 out of 10 Millennials use it specifically to discover products.
• Only 28% of marketers worldwide use it for marketing.

As millennials in the workforce are aging, they’re gaining more responsibility, including purchasing power within their job. It’s interesting to note that they are the majority of Pinterest users and that many of them will use it for product discovery. And, we know from data that users on Pinterest are more willing to buy products compared to users of other social media platforms. That paired with the fact that only around a quarter of marketers use the platform shows a HUGE opportunity. If you find that your B2B company’s products or services can align with audiences on Pinterest, it opens the window to reach audiences that aren’t inundated with marketing. The key is taking advantage of organic and paid posts, while also figuring out the best way to present content. Native advertising is certainly a part of how B2B companies find success on the platform.

How B2B Marketing on Pinterest Can Grow Your Business

Now that you’ve seen the good and the bad, it’s time to figure out if Pinterest can actually grow your business. We’ve put together a Pinterest SWOT exercise you can use to ask some key questions to lead you to either create an account or disregard the platform.

Download & Print the Pinterest SWOT Template

It’s possible to use B2B marketing on Pinterest to grow your business, but you need to make sure it fits into your social media plan. And if you don’t have one, then it’s wise to start first by creating a social media strategy for your business.

At the end of the day, your success on Pinterest will be contingent on your willingness to put time into creating and sharing good content, analyzing data, and being flexible enough to adjust your strategy to find what tactics work.