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Pinterest Shares New Research into Emerging Trends as We Look to a Post-COVID Future

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As the vaccine roll-out continues, consumer habits are shifting once again, and new trends and behaviors are emerging, which is important to note for marketers looking to maximize their messaging.

That’s the focus of Pinterest’s latest research report, which identifies key habitual shifts, based on on-platform search trends, which could point to new opportunities, or options to refine your brand messaging in line with the next stage.

As explained by Pinterest:

We ran exclusive research to see how consumers are feeling during this time of transition. Many spoke of a tension between excitement, and anxiety. They’re thrilled to see friends and return to more social settings. At the same time, they’re apprehensive about feeling comfortable in public spaces, returning to commutes and losing some of their flexibility from this past year.”

Pinterest also notes that many people developed new, positive habits during COVID, establishing new rituals and reprioritizing how they spend their time.

“They’re proud of their personal growth. And as their lives get busier again, they want to make sure their new habits stick. In fact, they’re anxious they might lose these healthy routines once the hustle and bustle of life picks up again. That’s where your brand comes in.”

Based on these insights, Pinterest has established five new market personas of note:

  • The Routine Ritualist – People seeking ways to maintain their newly established routines as “real life” picks up again
  • The Prioritized Parent – Parents looking to maintain the stronger bonds they’ve developed with family during the COVID lockdowns
  • The New Nomad – Many people headed outdoors in the last year, either working on their garden or camping to get away. These trends look set to hold beyond the pandemic.
  • The Eco Evangelist – People seeking more sustainable practices as a result of increased global awareness and concern.
  • The Emerging Entrepreneur – Many people also took the time to reassess their career progression, in alignment with their values, and have since adopted new approaches to professional fulfillment.

For each of these shifts, Pinterest has outlined the key search trends underlining them, which, in themselves, point to new potential opportunities.​

Pinterest COVID trends

There are some interesting insights here, which highlight the evolving usage of the platform, and the ways in which brands should be looking to adapt their messaging for the next stage.

Those same trends won’t hold for all social networks, but for Pinterest specifically, it’s worth noting these shifts, and considering how your offerings, and Pins, match up.

And with 478 million users, and rising, it is worth considering your Pin marketing options, particularly for eCommerce brands. 

You can read Pinterest’s full ‘Inward, Onward’ trends report here.

Socialmediatoday.com

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

Are you a small business owner or marketing manager, just getting started on building your social media strategy? Need to learn the basics before launching your first social media campaign?

In this infographic, Sprout Social shares social media tips broken down as follows:

  • Who uses social media?
  • What does social media do for you?
  • Define your goals
  • Targeting your audience
  • Choosing a platform
  • Social media metrics

Check out the infographic below to learn more.

How to Successfully Use Social Media: A Small Business Guide for Beginners

Sprout Social

 

 

 

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

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