UNDERESTIMATING PINTEREST’S WORTH AS A PLATFORM

Pinterest is an underrated advertising platform. Unlike other socials, Pinterest is uniquely designed to bring together advertisers and shoppers into a unified platform for a common objective: Shopping.

Pinterest’s users use the platform to garner ideas and inspiration that enhance the platform's shopability.

 While social media users go to the other platforms for entertainment, they go to Pinterest to buy things, which should make the platform a natural fit for advertisers.

 Dan Lurie, Global Head of Shopping Products at Pinterest emphasised this further in an article on their newsroom last month:

“People have always come to Pinterest to shop - they use Pinterest to discover new ideas and actively consider what to do or buy to bring those ideas to life. We want to help users to find products just right for them and feel confident that they've made a solid choice from reputable merchants with a seamless shopping experience.”

With Pinterest championing itself for shopability, it’s prime time for advertisers to utilise the platform. At Click Tap Media, we’ve seen great results so far from our campaign with Yours Clothing on Pinterest. 

So how can advertisers utilise the platform?

Get ahead on the trends.

•   478 M Global monthly active users on Pinterest.

•   8 in 10 weekly Pinners say they plan on having a bigger, better Christmas than ever this year.

•   37% Global monthly active user growth on Pinterest.

 Research from Pinterest suggests that that the earlier a Pinner begins to plan, the more they will spend throughout the year. Their statement to advertisers is to remember to make a connection at the right moment, because early adds up in terms of spend. As we can see, 8 in 10 users on Pinterest are already using the platform to prep for Christmas, which gives us optimism for their stance on other big event days the rest of the year.

We already know that shoppers as a whole are more open to embracing new brands due to the pandemic, but this affect has also been seen on Pinterest too. Some of the latest conversion insights have shown this:

•   44% of Gen Z and Millennials tried a new brand in 2020.

•   54% Increase in Health and Beauty Checkouts.

•  120% Increase in Apparel Checkouts.

•   30% Increase in Electronic Checkouts.

As we now know that Pinners are meticulous event/season planners, we’ve compiled a list of trends to highlight how you could help users of the platform plan and buy from brands advertising there.

Upcoming trends to get ahead on:

SUMMER

The trends to look out for are outdoor summer activities, whether that’s beach days or BBQ days. Another one  Summer style. Pinterest says ‘ From flowy florals to killer kaftans, it’s your opportunity to curate the summer’s best looks. Offer up your best tips for summer road trip outfit ideas or help Pinners work out what to wear for that glamorous garden party they’ve been planning for months.’

Out of the Pinterest audience:

·         15.5m pinners search for Summer related terms .

·         380mPinners engage with Summer content terms .

·         58% of Pinners engaged with Summer content are aged 18-34.

TRAVEL

In 2020, people used Pinterest for escapism as a way to travel while being home. But in 2021, this growth has turned into pent-up demand with Pinners ready to travel again. Everyone is itching to get away, so small or big holidays, local and afar are all in.

 The Pinterest Audience:

·         Planning -Pinners are more likely to be planning a long summer vacation for 2+ weeks.

·         Spending-Pinners plan to spend more on travel this year.

BACK TO SCHOOL

For parents, the end of summer means one thing only; school’s opening up again, and it’s time to get the kids ready & organised. But there are also university students, new and old who will be returning to class and/or campus at the end of the summer and early autumn.

The Pinterest audience:

·         9in 10 pinners believe students will go back to in-person learning at the beginning of the next school year.

·         1 in 2 pinners says Pinterest helps them plan for back to school shopping.

BLACK FRIDAY

 Later in the year comes Black Friday and Cyber Monday- offering the perfect opportunity for users to find and buy the festive season’s gifts. Easier

Pinterest audience:

·         71%Black Friday traffic driven by mobile shoppers.

·         81kPinners search for Black Friday / Cyber Monday terms.

 

CHRISTMAS

 As we said earlier, Pinners like to begin planning for Christmas many months in advance. With searches picking up as early as July, brands need to be ready to engage in Christmas planning during the summer months. Remember; early adds up, and with consumer confidence bouncing back in 2021, this will be the year where early advertising=sale.

Pinterest Audience:

·         70% of Pinners say they use Pinterest to help them plan ahead for the holidays. 

·         7-10 weekly Pinners will host more events & celebrations at their home.

·         1.6x Pinners more likely than non-Pinners to say planning events/celebrations is one of their favourite things about the holidays.

The earlier they plan, the more Pinners spend, so in summary: make sure to be there when they’re planning for these upcoming moments and trends for the rest of the year.