Pinterest Users Don’t Mind Ads—Up to a Point

Adding value to conversations is key to acceptance

If you think the only people using Pinterest are moms and craft hobbyists, think again. While your typical Pinterest user is likely female (14 percent are men), they're a more tech-savvy audience that trends toward higher incomes—and they're using the site for shopping as well as DIY projects. When it comes to ads, Pinthusiasts said they were concerned that poor execution could damage the authentic, organic feel of the site—but if brands add value with their messaging, advertising would be OK.

One thing that many marketers overlook: Pinterest isn't social networking; it's a search engine.

Illustration: Carlos Monteiro