Community Takes All: The Power of Social+ and the Top Pinterest Demographics That Matter to Social Media Marketers

Community Takes All: The Power of Social+ and the Top Pinterest Demographics That Matter to Social Media Marketers

In today's digital age, the power of social media cannot be underestimated. It has revolutionized the way we connect, communicate, and consume information. But what if I told you that the best version of every consumer product is the one that's intrinsically social? That's the concept behind Social+ companies, which have fundamental and asymmetric advantages over their non-social counterparts.

When we talk about Social+ companies, we're referring to those that have a unique and proprietary social graph that is purpose-built for their product. The social element is not just an afterthought, but critical to the overall product experience. Peer-to-peer social engagement is baked into the product itself, fostering authentic connections between users.

But why are Social+ companies so powerful? One reason is that they tap into a universal and timeless need for social connection and community. Humans are social beings, and we crave that sense of belonging beyond social media. Whether it's planning for a life event, finding things to buy, or connecting with brands we love, the social element enhances our overall experience.

Take Pinterest, for example. This platform has become a haven for individuals who are planning for various life events. According to a study by Millward Brown, Pinners are 47 percent more likely to be planning for a life event within the next six months. In fact, a remarkable 96 percent of active Pinners use Pinterest for their planning research.

Pinterest also has a distinct demographic that marketers should pay attention to. While 45 percent of women online in the U.S. use Pinterest, only 17 percent of men do. This gender disparity presents a unique opportunity for brands looking to target a predominantly female audience. Additionally, millennials make up a significant portion of Pinterest users, with 47 percent of them having purchased something they've pinned.

What sets Pinterest apart is its ability to help curate the ideal self-image. Research by Chain Store Age found that 79 percent of millennial Pinners see Pinterest as a guide to life. They use the platform to find things they want to buy, connect with their favorite brands, and seek recommendations on what to purchase.

So, how can entrepreneurs and marketers leverage the power of Social+ and platforms like Pinterest? Here are three actionable pieces of advice:

1. Embrace the social element: Whether you're creating a new product or marketing an existing one, think about how you can incorporate a social component. How can you foster authentic engagement between users and create a sense of community? By doing so, you'll tap into that intrinsic need for social connection and enhance the overall user experience.

2. Understand your target audience: Take the time to research and understand the demographics that matter to your specific industry. In the case of Pinterest, knowing that women make up a significant portion of users can help you tailor your marketing strategies accordingly. Don't overlook the power of niche platforms and their unique user bases.

3. Curate the ideal self: Recognize that individuals are drawn to platforms like Pinterest because they help them curate their vision of their ideal self. Consider how your product or brand can align with these aspirations and help users achieve their desired image. By positioning your offering as a guide to life, you'll create a stronger connection with your target audience.

In conclusion, the concept of Social+ and the power of platforms like Pinterest highlight the importance of social connection and community in today's digital landscape. By incorporating a social element into your product or marketing strategies, understanding your target audience, and tapping into the desire to curate the ideal self, you can harness the full potential of Social+ and propel your brand to new heights. So, embrace the social revolution and watch your business thrive.