Digital CPG Blog

“I pinned it.” Chances are if you are a mom you have heard this phrase in reference to Pinterest, a self-expression engine powered by its users. Members post images to the site that inspire them, as well as create and share collections across endless categories. The social-sharing site then collects the images, or pins, on “boards” that other users can follow and comment on. For example, a search for “playtime ideas” results in pages of pins including 101 things to do with your toddler to DIY craft ideas.

“Love it [Pinterest]! There are tons of pictures of anything and everything. I love daydreaming about future houses, finding new recipes (and trying them out), finding craft projects, finding school projects (we homeschool).”

From emotive aspiration to functional inspiration, Pinterest empowers moms with their user-generated content by saving them time, money and hassle—all commodities that mothers run scarce on. According to Comscore, there was an 1100% increase in unique mom visitors to Pinterest from May to October, 2011. On top of which, moms spend an average of 13.7 minutes per visit.

Tapping into our social listening dashboard and online communities, we discovered what moms really think about Pinterest…and it seemed that the site was all the rage among moms as a source for ideas, ideas and more ideas.

So, is your brand on Pinterest? It probably should be!