In the realm of social media, Pinterest is carving a niche for itself by attracting luxury labels and focusing on its unique user base, especially the growing number of Gen Z users who, reportedly, have higher average wealth compared to their counterparts on other platforms. Notable luxury brands such as Louis Vuitton, Carolina Herrera, LVMH, and more are recognizing the platform’s potential.
Pinterest has identified a substantial «audience for luxury,» consisting of users globally engaging with at least one of 60 luxury brands on the platform, totaling «a few tens of millions.» This user segment, predominantly women (80%) and under 35 (70%), showcases a significant presence of Gen Z users, constituting 40% of Pinterest’s global audience and growing by 22% in a year.
Kelly Emanuelli, overseeing Pinterest’s luxury business in Paris, highlights the platform’s positive environment, free from negativity and ‘haters,’ particularly appealing to younger users. A survey by PA Consulting reveals that one-third of Pinterest users interested in luxury items boast an annual income exceeding $100,000. Pinterest aims to leverage this affluent user base and its unique ad model, perceived as non-intrusive.
Luxury goods buyers are increasingly turning to Pinterest for brand and product discovery, with 60% expressing openness to Pinterest ads related to luxury items. Crucially, 85% of them express receptivity to these advertisements. Pinterest’s advertising streams are considered additional and non-intrusive, aligning with the platform’s focus on curating ideas.
Pinterest’s content categories, spanning art, fashion, home decoration, beauty, and travel, provide a platform for brands to showcase their entire product catalogs seamlessly. Brands can leverage Pinterest’s user-friendly interface for direct navigation to product pages on their websites and e-shops. Pinterest is strategically positioning itself as a key advertising space for luxury labels, emphasizing its quality audience as the primary appeal to advertisers.