Why 2 Million Ladies 'Heart' Pinterest On Facebook

The numbers don’t lie: Women are liking Pinterest on Facebook…. A lot. In fact, more than 97 percent of Pinterest’s Facebook fans are women.

That data comes from our own AppData and compiled using Facebook’s own advertising tool.

The key to a woman’s heart? Or at least, a woman’s heart who uses Pinterest? The stunning photography, as well as links to shopping sites certainly don’t hurt.

Pinterest has vaulted to place among the top ten social media sites, TechCrunch pointed out.

And the numbers are growing steadily. According to AppData, Pinterest boasts:

  • 10.4 million registered users;
  • 9 million monthly Facebook-connected users; and,
  • 2 million daily Facebook users.

Pinterest has added 100,000 users today, and 200,000 in the last seven days. The chart of daily active users contains more details at the end of this post.

It makes sense that Pinterest is feeling the love from the ladies when you look closely at the Facebook data. According to Pew Research Center‘s Internet and American Life report, 58 percent of Facebook users are women and they seem to be doing all the heavy lifting online, posting status updates more frequently than men.

And the site is all about the interests and activities of women although it was founded by men. Case in point — look at Pinterest’s “about” page, which says, “People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.”

While men do a fair amount of shopping, it’s clear that one of the hottest social networking sites around is catering to women and their interests.

Another winning strategy for this demographic? Take Pinterest’s sign-up strategy that Smart Company noted today: Creating an air of exclusivity by making users request an invitation. Then waiting, and waiting, for a reply. In one case, the wait was as much as four days.

In this era of instant gratification, direct messages and online chats, who doesn’t want to feel wanted? It’s a unique marketing approach that seems to be working for Pinterest’s target audience.

The bigger picture here: If Pinterest continues to grow at its current rate, the site could outpace Google Plus.

However, Facebook doesn’t appear to regard Pinterest as a competitor; if that were the case, we wouldn’t be seeing Pinterest promotions in the ticker, since Facebook’s advertising policies prohibit promotion of a competing site.

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