Pinterest has always been the go-to platform for users seeking inspiration and ideas. It’s now expanding its reach and offering advertising solutions tailored for businesses in Malaysia and Singapore. Understanding the potential of Pinterest advertising solutions can be a game-changer for marketers, brands and small business owners in these regions.
How does Pinterest differ from other social media apps?
Unlike other social media platforms focused on networking, Pinterest is all about discovery and inspiration. Users come to Pinterest with a specific purpose — finding new ideas, whether for fashion, home decor, recipes, or more. This means that users are already in a discovery mindset, making them more open to engaging with brands and products.
While platforms like Instagram and Facebook are heavily about interactions and personal connections, Pinterest acts as a visual search engine. It allows users to save ideas and create boards tailored to their interests. For businesses, this translates to an opportunity to showcase products in a context that feels personal and relevant to the user.
Furthermore, Pinterest’s unique algorithm ensures that content, once pinned, can continue gaining traction over time, unlike the fleeting content lifecycle on other platforms. This means that high-quality content can maintain visibility long after it’s first posted.
How popular is Pinterest and what are its demographics?
As of Q1 2024, Pinterest boasts more than 500 million monthly active users globally (source), marking a 7.5% year-over-year increase. The United States leads with 92.5 million users, followed by Brazil with 40.8 million, Mexico with 25.2 million, Germany with 19.6 million, and France with 17.0 million.
Pinterest users are predominantly female, making up approximately 69% of the platform’s demographic (source). However, there’s a growing presence of male users who are increasingly engaging with diverse content categories. This shift presents an opportunity for brands across various industries to tap into a broader audience.
Typically, Pinterest users are individuals who are planners and aspirants. They are often looking for ideas to enhance their lifestyle, from home improvements to fashion inspiration and everything in between. This makes the platform an ideal place for brands to showcase products that align with these interests.
How many Pinterest users are in Malaysia and Singapore?
In Malaysia, Pinterest is gaining traction with an estimated 3 million monthly active users, while in Singapore, the user base is around 0.9 million at the time of writing. These numbers indicate a growing interest in the platform, driven by the region’s increasing digital engagement and mobile-first approach
Interestingly, in Malaysia, 58% of Pinterest users are female, while 42% are male, a higher male proportion than the global average. On the other hand, Singapore has a breakdown of 56% female and 44% male, which is quite similar to the demographics of Malaysia.
In Malaysia, the largest age group on Pinterest is 16-24 years old. In contrast, the Singaporean audience is relatively older, with user numbers evenly distributed across various age groups. In Singapore, about 21% of users fall within the 45-54 age group, a noticeably higher percentage compared to Malaysia, where only 14% of users are in the same age bracket.
Pinterest advertising is finally available in Malaysia and Singapore
Pinterest introduced its advertising platform in 2014 but it remains unavailable to advertisers in Malaysia and Singapore until recently – a decade later! Over the years, Pinterest has refined its advertising tools, offering businesses a variety of options to effectively reach their target audiences.
The platform’s advertising solutions are tailored to leverage its unique visual discovery format, allowing brands to seamlessly integrate their content into users’ feeds. This makes ads feel less intrusive and more aligned with the user’s exploration experience.
For marketers in Malaysia and Singapore, Pinterest’s advertising solutions present an opportunity to tap into a new channel that combines visual appeal with strategic targeting, potentially leading to higher engagement and brand recognition.
PINTEREST ADVERTISING
Conclusion
The introduction of Pinterest advertising in Malaysia and Singapore offers new opportunities for marketers and small business owners to connect with tech-savvy consumers. By understanding Pinterest’s unique characteristics and leveraging its advertising solutions, businesses can tap into a world of inspiration and drive meaningful results.
Now is the time to explore how Pinterest can elevate your brand’s presence and connect with your target audience in these regions. With the right strategy and creative content, your business can thrive in this exciting new landscape.
