How to Use Pinterest Analytics to Build Buyer Personas

#2: Build a Buyer Persona With Pinterest Analytics Pinterest Analytics has the information you need to create buyer personas. You can view both the demographics of your audience and their interests in Pinterest Analytics. There will likely be overlapping common interests, though, and you can use these to flesh out buyer interests. You don’t need to (and shouldn’t) use every interest in every buyer persona. When you’re creating targeted content for Sally, you might want to advertise your gym’s brand of clothing because she likes women’s fashion. Choose a pin that was created around your very specific buyer persona. The targeting will come down to the interests and keywords. Choose the most relevant of the interests that you used to create your persona Super-mom Sally. Depending on your persona and Pinterest content, you may want to target more specific locations or languages. Have you used Pinterest’s audience analytics to build buyer personas?

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Want more insight into your Pinterest following?

Wondering what content and messaging will appeal to your Pinterest fans?

When you have accurate personas, you can serve promoted pins to the people most likely to engage with and click on them.

In this article, you’ll discover how to use Pinterest Analytics to create buyer personas.

How to Use Pinterest Analytics to Build Buyer Personas by Ana Gotter on Social Media Examiner.
How to Use Pinterest Analytics to Build Buyer Personas by Ana Gotter on Social Media Examiner.

#1: Why You Need Buyer Personas

Buyer personas are one of the best tools for understanding and connecting with audience niches. Although fictional, the characters are so fleshed out with extensive details that they could be real.

You can create multiple buyer personas to represent how different niches of your audience use and relate to your product and brand. They’ll help you create more targeted messaging that will resonate with your audience, increasing the success of your campaigns.

Keep in mind that buyer personas are most effective when you develop or adjust them for each of your social media platforms. Each audience will be different and how they interact with your content (and the types of content they’re looking for) is likely to vary as well.

The overwhelming majority of Pinterest users, for example, are female. This is different from other platforms and will almost certainly affect your Pinterest buyer personas.

#2: Build a Buyer Persona With Pinterest Analytics

Pinterest Analytics has the information you need to create buyer personas. As long as you’ve converted to a business profile, you can access your analytics from the top-left of the navigation bar.

Find Pinterest Analytics in the top-left navigation bar.
Find Pinterest Analytics in the top-left navigation bar.

Once in the Analytics section, navigate to your audience analytics. Click on the More link next to People You Reach.

When creating buyer personas, People You Reach is the section that matters most.
When creating buyer personas, People You Reach is the section that matters most.

Scroll down on the first tab in your audience analytics to see basic demographic information. This data includes the countries and cities where your followers live, the languages they speak, and their gender. This information is the first half of the buyer persona equation.

The demographic information in Pinterest Analytics gives you the basic information needed to lay the foundation for your buyer personas.
The demographic information in Pinterest Analytics gives you the basic information needed to lay the foundation for your buyer personas.

After you’ve looked at the demographics, navigate to your followers’ interests. Click on the Interests tab under People You Reach to get this information.

You can view both the demographics of your audience and their interests in Pinterest Analytics.
You can view both the demographics of your audience and their interests in Pinterest Analytics.

This is where you’ll find common interests that many of your audience members share. This is often more varied than just having you as a common interest. Your Pinterest followers and customers won’t all fit neatly into one box. There will likely be overlapping common interests, though, and you can use these to flesh out buyer interests.

Let’s say, for instance, that you run a gym that offers different types of fitness classes. You notice that common interests of your audience include women’s clothing, back-to-school content, healthy eating, camping, men’s fashion, and gardening.

Now combine the demographic information with what you know of your audiences’ interests to start creating buyer personas.

Sticking with the gym example and the information you have, your audience is predominantly city-central, speaks English, and is female; this is based on facts. Now you have the basis of your buyer persona: she lives in Atlanta, speaks English (maybe with a Southern accent), and identifies as female. Let’s name her Sally.

Next, interpret the interests data to create a fleshed-out persona. You’re going to choose to believe that Sally’s hypothetical interest in both men’s…

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