3 Reasons Latin American Marketers Should Use Pinterest

Pinterest is a great social tool for marketers in any area, but especially those in Latin America. According to recent findings from www.comScore.com, the site’s audience in the region increased from 153,000 in the beginning of year, to an amazing 1.3 million four months later in April. The research showed that Brazil had the highest penetration with 28% of the region’s audience, while users in Puerto Rico are the most engaged as they were cited as spending over 24 minutes on the site per trip. If knowing that Pinterest’s audience has increased by eightfold in the region isn’t enough, the following should compel Latin American marketers to jump on the bandwagon and start taking advantage of this lightning fast growing social network. The Audience is Ripe After all the studies that have been conducted, we now know that Pinterest is dominated by young to middle aged women. comScore’s study correlates with these findings, revealing that 57% of the users in Latin America are women who account for more than 62% of the site’s page views. Not only does this group represent the bulk of the site’s population, it is also a group that makes most of the shopping decisions in the modern day household. Latin marketers who cater to women just may have an edge when entering this arena. A Strong Visual Element Exists Facebook and Twitter provide a convenient way for users to share multimedia content, but Pinterest makes that its mission. Unlike most other social sites, this one puts the visual element first, and text second. In the marketing world, the power is slowly shifting from persuasive copy, to engaging media content such as images and video, which is why Pinterest has proven to be so effective. And the fact that the site is so much different than the competition gives it potential more staying power than others. The Time is Right Though it may have cooled off a bit, Pinterest is still white hot in terms of its trendiness and popularity. While jumping on all the hot trends that come along isn’t necessary the smartest business move, no one would blame you for hopping on this one. Not only is the site attracting users, it is also producing desirable marketing results as more and more brands are starting to share success stories. At this point, Latin American marketers would be missing out by not targeting it, and that’s just plain silly. Pinterest is lighting up the charts, but according to comScore’s data, it still only accounted for roughly 1% of the Latin American social audience in the month of April. Facebook, on the other hand, was dominant, earning about 90% of the traffic. Perhaps it is all a collective sign for marketers to add some diversity to their strategy and focus on as many potentially valuable social sites as they can handle.