You do.

Pinterest is somewhat of a sleeping bear in the social media industry. Pinterest users are 47 percent more likely to be introduced to brand-new products than users on any other social platform.

Many brands still underutilized the platform as the features aren’t fully realized. If you are a business that creates and publishes content, there is a good chance that you should be on Pinterest.

Now, that doesn’t mean every industry should prioritize the platform more so or equally than others. For example, a skincare company should be much more active on Pinterest than say an HVAC company.

However, it is important that you do your research on the demographics of each platform. This will help you nail down the content you need for each one. You shouldn’t publish the same type of content on Pinterest that you would on Instagram. If you do, you should expect quite different results.

At the end of the day, not every platform is right for your business. But in this day and age, content is king. The more relevant content you can share for consumption, the better. So when you’re researching your demographic, and realize that they can be found on Pinterest, don’t underestimate the power that this platform has.