Moms on Pinterest: Exploring their social media shift to the platform of Zen

Moms need and want information. From nutritional recipes to products that ensure safety for her and her baby, women entering motherhood seek information and ways to stay informed on all-things-baby as they navigate their new reality. Their resources have evolved over time—as moms have gone from asking Grandma to asking Google for the best solutions and advice.

The Internet used to be a one-way mirror into new ideas and opinions where moms could gaze into the world of information online, perusing articles and opinion pieces to learn more about brands. But this mirror has since evolved too, as we see moms moving from Google toward social networks to learn best practices (and worst practices, for that matter) when it comes to motherhood. Now more than ever, moms are interacting across social platforms to become better informed, get advice and share their opinions. This isn’t news, but it is interesting.

Take Pinterest for example. In the past two years, Pinterest has become wildly popular with moms as a place where they can find both information and inspiration. In fact, Nielsen reports that moms are 61percent more likely to visit the site compared to the average American. We know that the modern woman is now having children four years later than her Gen X counterpart, leading to a more mature-mannered mother who “is focused on her personal development and personal needs” in addition to the primary care of her new baby (Delivering a Mom, 2010).  These women are more confident and educated than ever, and their flair for innovation, newness, and technology only grows with motherhood.

And with that, the popularity for Pinterest is great news for marketers. Moms look to the site to boost their housekeeping prowess, while marketers have the precious opportunity to strike while the ironing board is hot. And though Facebook is still hugely popular with moms, many more of them are losing tolerance for the site. Inane updates that clog Mom’s newsfeed are frustrating and annoying. Oversharing by some moms leaves others aggravated, and many times, feeling inadequate.

Pinterest though, in stark contrast to Facebook, provides a place for moms to look and share online, with few, if any words necessary. No status updates to filter through… just visually-stimulating, inspiring ideas that run the gamut, from DIY nursery ideas, to child-friendly recipes and more. Pinterest turns down the “social” dial of social media, by replacing words with visual content that’s much easier on the eyes. Simply – it amps up the fun.

A survey done by TechCrunch supports the notion of Pinterest’s ability to reach moms with hard numbers, citing these top reasons for its popularity: “It’s just fun” (90% agree), “I like organizing my interests” (68% agree), and “I like looking at beautiful things” (67% agree).  

With a clean and easy to manage layout, Pinterest also helps moms neatly organize thoughts and ideas across their wants and needs, giving her a virtual “big box store” to shop for inspiration when the time is right. In a 2012 article entitled “Is Pinterest the Social Network for Moms?” mom Lori, says “The nice thing about Pinterest is that it’s one-stop shopping for ideas. I don’t have to scour the web. I can just search for kids’ crafts and find tons of links in one place.” 

For expecting moms, Pinterest’s soothing visual platform provides a “virtual nesting” experience that inspires and informs women venturing into a new stage of life. 

For new moms, the clean, user-friendly platform is a resource that helps them easily navigate the new adventures of motherhood in less time, with less drama.

Social media platforms will continue to grow, and marketers will continue to look for the best ways to engage the moms who use them. Visually engaging platforms, like Pinterest, are places to find rejuvenating content—with ideas that moms want to pay attention to.

While marketers will use many avenues in an effort to “help mom,” it’s the subtle difference in her mindset as she approaches each platform that will make or break the ability to truly reach her. You can think of it like this: Facebook is like therapy, but Pinterest is like the spa.