Australia’s love for social media is no secret. With 20.8 million users—around 76% of the population—actively scrolling, sharing, and engaging online, the digital landscape Down Under offers a goldmine for savvy marketers. Among the crowded field of platforms, Pinterest stands out as a powerful, often underestimated tool for reaching Australians hungry for inspiration and new ideas. If you’re looking to supercharge your Pinterest marketing in Australia, understanding local social media demographics is key.

The Australian Social Media Scene: A Snapshot

Before diving into Pinterest marketing strategies, it’s essential to understand the broader context. Australians are enthusiastic social media users, with the majority accessing multiple platforms daily. Facebook, Instagram, TikTok, and LinkedIn remain dominant, but Pinterest quietly claims a dedicated niche—particularly among certain age groups and interest categories.

Pinterest may not boast the sheer user numbers of Facebook, but it commands a unique influence. Its highly visual, discovery-driven approach appeals to users in a planning or purchasing mindset—making it ideal for brands aiming to inspire and convert.

Who Uses Pinterest in Australia?

Pinterest’s global reputation as a platform for creative inspiration holds true in Australia. While the latest figures suggest Pinterest has over 400 million users worldwide, Australian estimates place local user numbers at over 7 million. That’s a significant segment—one that skews towards women (especially those aged 25-44), but is steadily growing among men and Gen Z.

Popular content categories include home décor, DIY, fashion, wellness, food, and travel—matching broader lifestyle trends in Australia. Savvy brands in these sectors are already leveraging Pinterest to reach Australians who are not just browsing, but planning purchases and experiences.

Why Pinterest Marketing Matters in Australia

Pinterest isn’t just another social media site—it’s a visual search engine. In fact, over 97% of Pinterest searches are unbranded, meaning users are looking for ideas rather than specific products. This creates a unique opportunity for Australian brands, retailers, and content creators to get discovered by audiences at the very top of the purchase funnel.

Here’s why Pinterest marketing deserves a place in your Australian social media strategy:

– High Intent: Users come to Pinterest to plan, dream, and discover. This means they’re often closer to making a purchase compared to users on other platforms.
– Evergreen Content: Pins can drive traffic for months (or even years) after posting, unlike the fleeting nature of Instagram or Facebook posts.
– Audience Growth: Pinterest’s reach in Australia continues to expand, especially among millennials and Gen Z.
– SEO Benefits: Pinterest boards and pins rank well in Google, amplifying your brand’s visibility beyond the platform itself.

How to Create a Winning Pinterest Marketing Strategy for Australia

1. Understand Your Audience

Use Pinterest Analytics and third-party tools to drill down into who your Australian followers are. Pay attention to:

– Age and gender distribution
– Popular pin topics and boards
– Seasonal trends (think summer Christmas, back-to-school in January, etc.)

2. Create Locally Relevant Content

Australians respond to content that reflects their unique seasons, holidays, and culture. Highlight local products, use familiar terminology, and tap into national events. For example, feature summer-inspired recipes in December or focus on home improvement projects during spring.

3. Optimize Pins for Search

Pinterest is driven by search, so keyword optimization is crucial. Incorporate relevant Australian terms—think “Aussie backyard ideas” or “Melbourne fashion inspiration”—into your pin titles, descriptions, and board names.

4. Leverage Rich Pins and Buyable Pins

Rich Pins provide more context by pulling in details from your website, while Buyable Pins allow users to purchase directly from the app. These features streamline the buying journey, especially for e-commerce brands.

5. Schedule for Australian Time Zones

Post pins when your Australian audience is most active—typically evenings and weekends. Use scheduling tools like Tailwind to maintain consistency and capitalize on peak times.

6. Track Performance and Iterate

Monitor pin performance closely. Double down on content that resonates and refine or retire underperformers. Consider A/B testing different image styles, headlines, and formats to see what works best.

Case Study: Australian Brands Winning on Pinterest

Australian homewares brand Adairs has mastered Pinterest marketing by sharing vibrant, on-trend room inspiration and linking directly to shoppable products. Their boards cater to local tastes and seasons, ensuring relevance and engagement. Similarly, Australian food bloggers use Pinterest to drive massive traffic to their recipes, leveraging beautiful imagery and keyword-rich descriptions.

The Future of Pinterest Marketing in Australia

With visual discovery only becoming more important in e-commerce and content marketing, Pinterest’s role in Australia is set to grow. As more brands recognize its power to reach intent-driven audiences, competition for attention will rise. Early adopters who invest in high-quality, locally relevant content and optimize for search will be best placed to succeed.

Ready to Elevate Your Pinterest Marketing?

With three-quarters of Australians active on social media and Pinterest’s unique influence on purchase decisions, now is the time to incorporate Pinterest marketing into your digital strategy. By understanding local demographics and preferences, creating tailored content, and leveraging Pinterest’s powerful search and shopping features, Australian brands can unlock new levels of engagement and growth. Start pinning—your next customer could be planning their dream purchase right now.

Así convirtió HP a Pinterest en su plataforma con mejor desempeño en Paid Social

The world of social media marketing is constantly evolving, but few brands have managed to harness the true potential of Pinterest marketing quite like HP. Through a strategic partnership and a keen understanding of the platform’s unique strengths, HP has transformed Pinterest into its best-performing paid social channel in the EMEA region. Let’s dive into how HP’s innovative approach to Pinterest marketing is setting new industry standards and what other brands can learn from their success.

Why Pinterest Marketing Matters for Brands in 2024

Pinterest has long been known as a hub for inspiration, ideas, and discovery. Unlike traditional social networks, users come to Pinterest with the intent to plan, dream, and—most importantly for marketers—make decisions. This intent-rich environment makes Pinterest marketing an essential tool for brands aiming to reach consumers in the consideration phase of the buying journey.

HP recognized this early on. By partnering with Pinterest, HP was able to tap into a unique audience of planners and dreamers, aligning their marketing messages with moments that truly matter to their customers. The result? Pinterest quickly became HP’s top performer among all paid social platforms in the EMEA region.

The HP and Pinterest Alliance: Keys to Success

Mireia Nadal, Head of Paid Social EMEA for HP, and María García Ruiz, Brand Partnerships Manager at Pinterest, have been at the forefront of this collaboration. According to Nadal, one of the core factors behind HP’s success with Pinterest marketing is the platform’s ability to drive both awareness and conversions.

HP’s strategy focused on visually-driven storytelling that resonated with Pinterest’s user base. By creating inspirational content and leveraging Pinterest’s advanced ad formats, HP was able to showcase their products in real-life scenarios—helping users envision how HP technology could enhance their own lives. For instance, campaign creative highlighted how HP printers and laptops could make remote work, study, and creativity more seamless.

“Pinterest is fundamentally different because users are seeking inspiration, not distraction,” says Nadal. “We tailored our campaigns to fit this mindset, and the results speak for themselves.”

Creative Optimization and Audience Targeting

One of the standout features of HP’s Pinterest marketing strategy was creative optimization. HP tested various visual formats, from standard pins to rich video content, to see what resonated best with their audience. By closely monitoring engagement and conversion data, they quickly iterated on their creatives, ensuring that each campaign performed better than the last.

Moreover, Pinterest’s sophisticated audience targeting tools enabled HP to reach specific segments based on interests, behaviors, and even life moments like moving home or starting a new job. This granular targeting, paired with inspirational content, resulted in highly relevant ads that users actually wanted to engage with.

Measurable Results: Pinterest Outperforms Other Social Platforms

HP’s data-driven approach yielded impressive results. Not only did Pinterest drive higher engagement rates compared to other social platforms, but it also delivered a stronger return on ad spend. In some campaigns, Pinterest generated up to 2x the conversion rate versus HP’s average across other paid social channels.

María García Ruiz from Pinterest highlights that HP’s success is a testament to the platform’s unique role in the digital marketing landscape. “Pinterest users are planners and doers. They come to us with intent, making them more receptive to branded content that aligns with their goals. HP understood this and built their strategy around it.”

Best Practices for Brands Interested in Pinterest Marketing

HP’s success story provides a blueprint for brands looking to elevate their Pinterest marketing game. Here are some actionable takeaways:

1. Embrace Visual Storytelling: Pinterest is a visual-first platform. Invest in high-quality images and videos that tell a compelling story around your products.

2. Tailor Content to Intent: Understand the mindset of Pinterest users. Create campaigns that inspire, educate, or solve problems, rather than simply promoting products.

3. Leverage Advanced Targeting: Use Pinterest’s audience tools to zero in on the right users at the right moments. Segment your audiences by interests, life stages, and behaviors.

4. Continuously Test and Optimize: Experiment with different creatives and formats. Let the data guide your decisions to improve performance over time.

5. Measure Beyond Clicks: Track metrics like saves, repins, and downstream conversions to get a holistic view of campaign impact.

What the Future Holds for Pinterest Marketing

With HP leading the way, more brands are likely to turn their attention to Pinterest marketing as a key part of their paid social mix. The platform’s unique blend of inspiration, intent, and measurable performance makes it a powerful tool for brands looking to drive both awareness and sales.

As social media becomes more crowded and traditional platforms face saturation, Pinterest stands out as a fresh frontier for marketers. HP’s journey shows that with the right strategy, Pinterest can deliver exceptional results—and perhaps become your brand’s best-performing paid social channel, too.