Pinterest, The Pandemic & Your Business
Written by Brittany Pratts
Edited by Allison Herrera
Pinterest not only gifted us with a glimpse of hope and normalcy during this year-long pandemic, but it’s a great place for your business to shine. Pinterest is quickly turning into a more visual version of a search engine. Businesses are now able to use the search bar to easily get new ideas, find inspiration, or even start a board of their own to organize their branding elements all with a simple search, & its numbers are sky-high.
Pinterest searches were up 96% this year for Gen Z users. More specifically, searches increased for both things they missed and for new hobbies. So, let’s break it down a bit.
As we know, Pinterest is an amazing tool for when you want to find a new recipe, home decor, wallpapers, makeup, hairstyles – pretty much anything you need. Pinterest is a vision board made easy. Gen Z users apparently thought the same, considering searches for vacations, outfits, home renovations, and aesthetics all rose over 50%.
What did we all long for most in the pandemic? A good vacation. Not just any vacation – a destination or luxury vacation. We were stuck inside and unable to even travel to the next state. So of course when we dreamt, we dreamt big. This could explain why vacation searches increased by 75% for Gen Z users. The search for “dream vacation destinations” alone increased 13x.
What else did Gen Z users miss during the pandemic? Dressing up. Sure, we all love sweats & being comfortable, but dressing up gives that extra confidence boost that we were lacking. Therefore, it’s not that crazy to believe that just the search for “outfit” was up by 26%. Specific clothing trends also skyrocketed in the pandemic. For example, the search for “clay rings” was up 303x (yes, 3030 – that is not a typo) and the search for “Y2K outfit ideas” was up 230x (again, 230 is not a typo lolz). What better way to spend the pandemic than planning for your iconic comeback to the fashion world?
The most unsurprising search that increased by 64% was, of course, parties. Gen Z misses going out, they miss seeing their friends, & just partying how they used to. Searches like “dinner date outfits”, “party food buffets”, and “Euphoria party ideas” all increased by well over 10x. With Gen Z being in at a prime party age, it was really hard for them (*cough* me *cough*) to accept that they could no longer spend all of their time celebrating life in general – especially living in New Orleans, where there is a party every weekend. Since they can’t have actual parties right now, obviously they are going to work to plan the absolute best post-pandemic party possible.
The search for home renovations was at an all-time high, which is not very surprising. A majority of people (regardless if they were Gen Z or not) started renovating their homes in the pandemic. Whether it was a small project like a bathroom remodel or buying a new house and renovating the whole thing, we needed ideas. What better place to start than Pinterest? Creating a Pinterest board to organize all of your ideas and figure out exactly what you want to do in your home was really a game-changer for a lot of people. Searches like “home renovation ideas” were up 5x and searches like “sage green aesthetic” were up by 32x. If you’re going to be stuck in your house, you might as well update it to something you love.
Now, I know what you’re thinking…what does any of this have to do with marketing? Well, surprisingly, Pinterest is a great marketing tool. Through seeing what Gen Z users are most interested in, you can more accurately tailor your campaign to something that will resonate with them. If they like parties and fun outfits, put a fun outfit in your ad and make the setting a party. The possibilities are endless, but with these small insights into the mind of Gen Z users, we can more easily target them and understand what they really want. Don’t know where to start? Uptown Girl Media can help you identify your company’s branding and figure out what current trends can help your business succeed. Just give us a call!