How to Find Baby Boomer Women on Pinterest
by Tina Boomerina (Christina Gregoire)
Well, do Baby Boomer women go on Pinterest? Yes, of course they do. How do you find them? What do older women pin? Keep reading for my non-scientific, non-statistical analysis.
Pinterest is Used by Women
Of course, if you've ever read anything about Pinterest or you've ever gone on Pinterest, you'll notice that it's mostly used by women. If you haven't been on Pinterest, stay off it. It's addicting. You'll end up in PA (Pinners Anonymous). But, for the rest of you, it's already too late.
Pinterest Demographics & Statistics
I can't find much in terms of legitimate statistics about Baby Boomers on Pinterest, but here’s what I've found on "Mature Marketing Matters" in an article by Amanda Combs. (See Resources.)
Twenty-five percent of pinners are between 45 and 54. (This demographic includes Boomers... over 48-ish.) And, eleven percent of pinners are over 55. (Most of these pinners are Boomers.)
Here’s more from the article: “(The) reason we think Boomers are responding well to this platform is because of its visual nature. (As we grow older, our brains shift to images over words.) Boomer-favored categories like Home, Arts & Crafts and Food made the top 5 Pinboard categories.”
However, Ms. Comb’s article concludes that businesses, which target the over-50 crowd, should focus their energies elsewhere. Well, I disagree with that, but it depends on the type of business you’re hyping. For one thing, Ms. Comb's article was written a year ago and more women know about Pinterest. Also, it depends on your market. If you’re trying to reach older women, I think there are enough of them on Pinterest to make it worth your while.
Connecting With Older Women
If you want to reach Baby Boomer women, you have to think like a Boomer. And, in order to think like a Boomer, you have to be a Boomer. Sorry. The rest of you will be totally tuned out by this large group of consumers with their (collectively) deep pockets.
Baby Boomers, like me, have been catered to by marketers and advertisers ever since we were old enough to stand up and toddle over to the TV set to change the channel. We are jaded consumers. We have seen it all. And, we are used to having manufacturers make products that we actually want.
Well, except for pharmaceuticals and insurance companies, we aren’t seeing what we want. (Think clothing.)
Hire a Baby Boomer Woman for Pinterest
So, should you hire a Boomer Chick as your company’s promotional pinner? Well, I'm the best. I’m very good at intuiting what Baby Boomers want to buy. However, if you can’t hire me, you should hire your mom (if your mom was born after 1945 and before 1965, and she grew up in the US or Canada.) No one else will be able to catch the eye of a Boomer because no one else will understand a Baby Boomer’s point of view and her weird sense of humor.
(Note: There are exceptions. If you are promoting a food company’s recipes or someone’s knitting products, it won’t matter how old you are.)
I Can Tell if Someone's a Boomer
I know the keywords that Boomers use on their pinboards. I know how to find Boomers. And, I know how to tell if the pinner is a real Baby Boomer or a fake. I also know how to tell if the pinner is trying to sell me something or if she is just another bona fide Pinterest addict.
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