Pinterest has shared some new insights into user search activity as part of an overview of how its search system works, and how it has evolved over time to provide more accurate matches.
As explained by Pinterest:
“There are now more than 5 billion searches on Pinterest every month. As people prepare for a post-pandemic life, searches for outfits, vacations, and home renovations are at all-time highs, and searches for weddings have presumed pre-pandemic levels.”
That’s a lot of search activity – for context, Pinterest last, officially reported its total search volume in 2016, when it was facilitating 2 billion searches every month. That means Pinterest has increased its search volume by 150% over the last five years – which, given the pandemic, and the subsequent boost for eCommerce and online product discovery, is not overly surprising. But it does provide some additional context on Pinterest’s user traffic, with the majority of these searches (if not all) for products that people are looking to buy.
That’s still, of course, a long way off Google, at (reportedly) 3.5 billion searches every day. But again, Pinterest’s focus is on product listings specifically, and helping users find the right items to buy, be that via clothing Pins, recipes, travel notes, etc.
And as Pinterest notes, Pin search activity is also shifting as a result of the vaccine roll-out. Pinterest provided additional insight on this last month, noting that searches for “dream vacation destinations”, for example, are up 13x, while “luxury vacation” searches are up 6x. Now, Pinterest is seeing expanded travel-related trends emerge, which could provide more food for thought for your Pin strategy.
In addition to this, Pinterest says that the number of searches by Gen Z Pinners has increased 31% over the last year, while product searches, specifically, have grown more than 20x YoY.
Now with more than 478 million users, opportunity is rising in the Pins, and it’s worth noting these trend shifts within your strategic planning.
You can read more about the evolution of Pinterest search here.
New Screenshots Highlight How Snapchat’s Coming ‘Family Center’ Will Work
Snapchat’s parental control options look close to launch, with new screenshots based on back-end code showing how Snap’s coming ‘Family Center’ will look in the app.
As you can see in these images, shared by app intelligence company Watchful (via TechCrunch), the Family Center will enable parents to see who their child is engaging with in the app, along with who they’ve added, who they’re following, etc.
That could provide a new level of assurance for parents – though it could also be problematic for Snap, which has become a key resource for more private, intimate connection, with its anti-public posting ethos, and disappearing messages, helping to cement its place as an alternative to other social apps.
That’s really how Snap has embedded its niche. While other apps are about broadcasting your life to the wider world, Snap is about connecting with a small group of friends, where you can share your more private, secret thoughts, without concern of them living on forever, and coming back to bite you at a later stage.
That also, of course, means that more questionable, dangerous communications are happening in the app. Various reports have investigated how Snap is used for sending lewd messages, and arranging hook-ups, while drug dealers reportedly now use Snap to organize meet-ups and sales.
Which, of course, is why parents will be keen to get more insight into such, but I can’t imagine Snap users will be so welcoming of an intrusive tool in this respect.
But if parents know that it exists, they may have to, and that could be problematic for Snap. Teen users will need to accept their parents’ invitation to enable Family Center monitoring, but you can see how this could become an issue for many younger users in the app.
Still, the protective benefits may well be worth it, with random hook-ups and other engagements posing significant risks. And with kids as young as 13 able to create a Snapchat account, there are many vulnerable youngsters engaging in the app.
But it could reduce Snap’s appeal, as more parents become aware of the tool.
Snapchat hasn’t provided any further insight into the new Family Center, or when it will be released, but it looks close to launch based on these images.
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