Pinterest Shares New Insights into Key Trends Gaining Momentum on the Platform, and How Manufacturers Can Faucet into Key Shifts

Pinterest has a. provided new overview of the top trends growing on their platform, plus some examples of how brands use their evolving trend insights to formulate more effective pin reach.

In December last year, Pinterest released its Pinterest Predicts report, which highlighted 30 trends that were expected to become larger moves in 2021 based on increased search activity and engagement.

Now Pinterest says it is most of them correct, with the latest data showing that 80% of the trends identified in this report increase in importance over the course of the year.

As explained by Pinterest:

“By offering brands a glimpse into the future – while having the critical discovery mindset – Pinterest helps advertisers connect more closely with their audiences. Pinterest’s ability to predict new habits and behaviors based on Pinner activity continues to grow and becomes a more important value for advertisers. “

In fact, Pinterest adds more tools on this front, including its very helpful ones Pinterest trends toolwhich you can use to search for any keyword and see how people are engaging with that topic on the app.

The same process is part of how Pinterest’s data analysts created their Pinterest Predicts summary.

• Buick created a campaign around the Small moments of great love Trend based on research that people on Pinterest celebrate even the smallest of occasions. And while this trend came from the parties and events category, that hasn’t stopped the car brand from taking advantage and capitalizing on the knowledge that people are throwing movie nights under the stars. Campaign performance outperformed benchmarks with a 74% higher video completion rate (VCR) compared to automated benchmarks.
• dusk took advantage of the rising trend Boring is forbidden and introduced a trend package based on the spiced up recipe tip that resulted in CPMs being 24% more efficient than the household benchmark.

These are some handy, actionable examples of how you can use Pinterest’s insights to improve your performance on the platform.

In addition, Pinterest finds that trends on its platform last longer, with habitual shifts Last 21% longer than in other networks.

“Most of the trends on the internet last about six months and then fade away. But not on Pinterest. Here trends maintain monthly growth more than 20% longer than trends in the rest of the internet. In other words, they’re not just a flash in the pan. This means that brands and YouTubers that embrace these trends benefit from content with a longer lifespan. “

To illustrate this, Pinterest shared this trend chart showing search interest in “Forest Resort”‘ over time.

Pinterest says that this trend, identified in its report, 13 months of sustained growth as opposed to a short-term increase.

That could make Pinterest trends an even more important consideration.

While Pinterest did lose some of the momentum in terms of user growth Last quarter, the platform saw a significant surge in interest amid the COVID-inspired wave of e-commerce. For some, during the lockdown, Pinterest became a replacement for the physical mall, which has helped build stronger bond with users and become a more important tool for product search and purchase. Pinterest wants to get involved advanced product tag options, and new features like Idea pins to follow trends in video consumption.

When combined, they make a potentially powerful combination for your ecommerce endeavors, and the data here shows that Pinterest can be a great platform to learn about and capitalize on important changes in your approach to digital marketing.

You can check out the full forecast update from Pinterest here.