If you’re a business owner, you may be wondering which social media outlets are most effective for your audience. Of course, the most popular social media platforms such as Facebook, Instagram, and Twitter are extremely useful. Another outlet that is practical but often neglected by businesses is Pinterest. Here’s how Pinterest can help your business advertising thrive.

68% of U.S women between the ages of 25 and 54 use Pinterest, and while most of Pinterests users are women, 40% of new users are men. The most popular infographics are text based, informational, median pins. In addition to this, the majority of infographics use serif fonts, and two colors, while the most popular color used is red. The most popular infographic topics are travel, and food.

According to a study ran by Pinterest Business, 93% of Pinners use Pinterest to plan purchases. 67% of Pinners said that they have discovered a new brand or product from business content on Pinterest. With over 200 million monthly users, Pinterest has a wide audience for your business to reach. One out of 2 people have made a purchase after seeing a promoted pin.

Promoted pins are paid advertisements through Pinterest. The user can target certain demographics, locations, and devices. With promoted pins, the company pays on a cost-per-click (CPC) basis. This means that your business only pays when someone clicks the ad and redirects to your company’s website. There is also a way to track your promoted pins, and view how many impressions, repins, clicks, click through rate, and total amount spent.

Pinterest’s promoted pins will help draw attention to a certain pin, while gaining exposure. They are most ideal for small business start ups, and are a great way to drive traffic to your website.