Severely burnt chicken? Melted crayon wax dripping down the wall? Just chalk it up to a Pinterest fail. Believe it or not, 42% of well-meaning moms experience “Pinterest Stress“—a burden that stems from the pressures of not measuring up to the bloggers whose crafts dominate Pinterest boards. It leaves women feeling like less than adequate mothers.

So why not abandon the platform altogether? For the 65% of millennial moms who use Pinterest regularly, the benefits seem to outweigh the harms. To them, the platform is a tool; a trusty place to discover and house endless recipes, holiday shopping lists and outfit ideas, among other things.

If you count this highly influential demographic among your customers, here’s what you should keep in mind to keep Pinterest a stress-free zone.

1. Be reliable.

The moms who rely on Pinterest for inspiration and how-tos expect the information they find to be valid. Eight in 10 women reported in a BlogHer survey that they consider Pinterest to be a reliable source of information.

A mom searching for outerwear for her children might conduct a quick search for “kids’ winter coat.” This query brings up a plethora of organic pins housed in boards with titles like “My kids have mad style” and “Baby [last name],” indicating that these women are shopping or planning to shop for children.

Appearing several times within the first few pins is this jacket from J. Crew:

J Crew Pinterest marketing

Once the user clicks on this pin to find more information, however, they are directed to the following page letting them know the item is no longer available:

J Crew out of stockThough J. Crew prompts consumers on the page to call for information on similar products, most parents with hectic schedules won’t take the time to do this.

An analysis of which of their images are popular on Pinterest would tell J. Crew that although this jacket is out of stock, people are still really interested in it. The brand might want to take this as a cue to manufacture some new variations. If that’s not an option, they could suggest similar products that are in stock right on this page, rather than asking customers to pick up the phone. Either way, they’d be letting these users know that they are invested in making the shopping process a little less complicated.

2. Embrace diversity.

Consumers are looking to engage with brands that resonate with them, but a significant portion of moms feel marketers just don’t get them. Approximately four in 10 millennial moms agree with the sentiment “most advertising and marketing is not geared toward women like me.” Here are a few facts to consider when uploading photos to ecommerce pages and creating content for this demographic:

  • This is the most racially diverse group of moms in the history of the U.S. Approximately half of babies born in the U.S. today are non-white, according to data from the Centers for Disease Control and Prevention.
  • They’re not all frantically “trying to have it all.” Only 30% of moms born between 1978 and 1994 are employed full time while 35% identify as homemakers.
  • Most do not live in traditional households. According to Johns Hopkins University research, 64% of 26 to 31-year-old moms who reported a birth in 2011 had at least one child outside of marriage.

Cheerios does a great job of representing a diverse range of families in their Pinterest messaging, which really resonates with moms. As a matter of fact, these heartwarming stories featuring different families propelled Cheerios into the top 10 best-perceived brands among U.S. moms.

Cheerios Pinterest marketing

Target frequently appears on lists of millennials’ top 10 favorite retailers, and their marketing content reflects that they are reaching out to a diverse demographic. Their “Target Baby” Pinterest board is a collection of products, DIY projects and photos of babies from all of walks of life.

Target marketing on Pinterest

A Powerful Influence

Friends and family ask millennial moms for their opinions when making purchase decisions an average of 9.6 times per month.

Brands that get it right with this demographic will win big. The key to establishing that trust is gaining in-depth insights that will a. further simplify their lives and b. inspire them to connect with the brand.