It’s no secret that the NFL has been expanding its marketing efforts to women. The league has gone all out in developing its women’s clothing line and getting ladies excited for the games. It looks like the strategy is working, now almost 44 percent of all NFL fans are female. Women can be a forgotten target when it comes to sports, but they are actually a vital demographic. Did you know women make 85 percent of all household purchasing decision? I sure didn’t. That means most guys that are die-hard NFL fans are consulting with their female relatives before buying game tickets or that new jersey.
So, how can NFL teams get even further into women’s minds? How about their favorite social media platform: Pinterest. Much like the Broncos dominated the Ravens Thursday night, women dominate Pinterest. According to Contently.com, 87 percent of Pinterest users are female. Most NFL teams have an official Pinterest page. The Packers, Raiders and Titans are the three remaining holdouts. Teams pin a wide variety of content, but they usually focus on things that will appeal to women. Almost every team has an elaborate women’s clothing board.
It’s fascinating to see how many Pinterest followers each team has; only two teams have more than 20,000 followers. However, those other two teams blow the competition away. The Buffalo Bills boast 139,200 followers and the Seattle Seahawks come in first with 144,884 followers. While the difference is staggering, Seattle is really no surprise. Citizens of the Emerald City are known to be the most active on Pinterest. The Bills are far more surprising, especially since Buffalo is the second smallest metro area with an NFL team. I honestly have no clue how Buffalo has so many followers, but if I had to guess I would say they do a great job appealing to women. Very few of the Bills pins focus on the actual games. They mostly focus on shopping, football themed crafts and the Buffalo community. The Bills really promote their relationship with the city of Buffalo and their player’s charitable efforts.
Even in the past year football related Pinterest activity has skyrocketed. A year ago, Sports Networker published an article about the top four NFL teams on Pinterest. Seattle and Buffalo were still the top two teams, but at the time Seattle only had about 30,000 followers. That means they have gained more than 100,000 followers in the past year! In the future, I think we’ll see NFL teams becoming more involved on Pinterest, It just offers such a great way for teams to showcase their product, both on and off the field. It’ll be interesting to see if any other teams will eventually close the gap with Seattle and Buffalo. Below is a graph of the top ten teams on Pinterest. I’m pretty surprised the Cowboys and the Bears aren’t on this list.