By Vicki Ferguson
Unlike other platforms that are based on social gratification, Pinterest is all about social aspiration, including what that can do for brands and consumers.
The social media platform started out as image-based but has since evolved to host videos and stories, support e-commerce opportunities, and elevate the creator and brand relationship.
And it’s only growing from there.
In its second annual Pinterest Presents Global Advertiser Summit the social media platform unveiled several new products, what trends they predict, and how they will continue supporting the creator and brand relationships.
In 2022, Pinterest demands more consideration and attention from digital marketers than ever before. Let’s dive into how Pinterest plays a vital role in a successful marketing strategy and one of the great opportunities to super charge your social content:
Helping brands increase awareness, drive traffic, and convert browsers to shoppers –Pinterest is a place where discovery turns into shopping moments as most users on the platform go there with a ready-to-shop mentality.
It’s become a search engine as users use the platform to seek and save ideas or get inspiration for all aspects of their life; home, fashion, recipes, and much more.
In fact, Pinterest posts have a longer lifespan – 4 months to 6 months – compared to other platforms.
Pinterest measures itself on a different form of ROI –“return on inspiration” – and by doing so, it crafts an experience that taps into the right message, the right person at the right time. And that is only the beginning.
Pinterest Trends Don’t Look Back; They Look Forward.
“Across the industry, most trend reporting looks at what has trended or what is already trending,” said Milka Kramer, Country Manager (UK & Ireland). “People use Pinterest to plan for the future, so we know what’s next. Pinterest trends are uniquely predictive.”
People use the platform to search, pin, and explore what they envision for their future, and because of this, throughout the last two years, eight out of 10 Pinterest predictions have come true. A Black Swan Data & Pinterest Trend Exploration report showed that Pinterest trends started earlier than trends on other platforms and grew faster and lasted longer.
As a brand, having this information allows you to own these upcoming trends and develop more opportunities to make an impact.
With the Pinterest Trends Tool’s newest features, brands can begin tracking trends globally as they change and evolve, see searches in real-time, and organize these details based on their target audience.
With these insights, you can build more relevant campaigns that resonate with your audience and adjust your media, creative, and merchandise based on trends.
Some of the 2022 trends Pinterest predicts:
Check out the complete list of 2022 Pinterest predicted trends.
Craft a More Enriching E-commerce Experience
“Shopping on Pinterest is different,” says Julie Towns, Global Head of Ads Product Marketing. “Way before shoppers even have the words for what they are looking for, on Pinterest, they know it when they see it.”
Did you know that shoppers on Pinterest spend and buy more than shoppers on competitive platforms? Additionally, they check out more items, have 85% bigger baskets, and have a higher total order value.
They are also open to new brands and more loyal when they find a brand they love.
Pinterest is helping brands find more ways to connect with their audience and help them make that decision to purchase.
Build Deeper Relationships Between Your Brand + Creators
The creator and brand relationship has evolved from two separate entities to a united partnership. Brand stories have found a new way to be told and connect with their audiences through trusted relationships with creators.
Pinterest is helping brands and creators find one another that is both relevant and positive.
If you missed the 2022 Pinterest Predicts Global Ad Summit, you can find it here.
Now that you know what is coming up for businesses on Pinterest, how do you plan to use it to reach your audience, tell your story, and share your brand? Ideas Collide offers a full suite of services, including social media and digital marketing management, to help you take your brand to the next level. Ready to begin? Connect with us.
Source Pinterest Presents 2022.
Source: Pinterest, search data, global, analysis period Oct. 2019-Sept. 2021.
Source: Black Swan Data & Pinterest Trend Exploration, U.S.& UK, June 2021.