New Pinterest Data Points to Unique Opportunities for Brands

By Logan Trautman
July 31, 2020

Pinterest has held steady for the past 10 years as the go-to platform for users to visually share and collect new recipes, home décor ideas, fashion trends, and DIY projects. Even in—and maybe because of—the oddity that has been 2020, the social media platform continues to evolve and thrive, as more people across the country spend more time at home, and on their devices.

What is unexpected is the dramatic shift in the topics being searched on Pinterest. In a recent study, Pinterest claims that it has seen its highest searches ever around wellness topics, such as mental health and self-care. Searches related to “meditation” saw a 44 percent increase from February 2020 to May 2020, and “gratitude” saw a 60 percent increase.

It’s clear from these recent findings that pinners are seeking ways to stay positive during a challenging time. Pinterest claims that its users are 20 percent more likely than the rest of the population to have mental and emotional wellbeing top of mind during COVID-19.

In addition to mental wellness topics, pinners are increasingly searching for ways to transition the space around them to become more conducive to home quarantine and to provide an escape from their everyday living. For example, the search term “backyard privacy ideas on a budget” had an increased search rate of more than 75 percent, and indoor spaces that are likely to bring families together, such as “game room” and “modern playroom” saw a spike, as well.

It’s clear, too, that users, now more than ever, are planning for the future. A surprising statistic is the number of searches related to “starting a new business,” which has risen 35 percent since the beginning of the pandemic. Even amid an economic downturn, pinners are seeking the light at the end of a long tunnel and aspiring for the house, career, or vacation they’ve always wanted.

How Do Brands Capitalize on Pinterest’s New Insights?

Use this new information to inform social media strategy. Pinterest’s findings are a good indication that people are searching for ways to stay optimistic. Whether that means revamping their current surroundings, planning toward their next big life goal, or learning how to improve their mental and physical health during the pandemic, online audiences are seeking positivity.

Brands should be thinking about how they can contribute to this conversation in authentic ways, even if it may be unconventional. Construction, real estate, and design businesses can share how to creatively set up new spaces that bring families and friends together in a safe way; one that’s also adaptable once the pandemic is over. Easy-to-follow guides that can help users prepare for their dream remodel or renovation have never been timelier.

Recipes certainly haven’t become irrelevant, so food and agriculture brands should continue sharing healthy, easy-to-make home recipes, but also should consider incorporating health messages, such as the benefits of cooking together, nutritional benefits for a healthy mind and body, and provide ways that users can continue to be encouraged to cook post-pandemic.

Even companies that aren’t likely to make an appearance on Pinterest, such as finance management and investment firms, could benefit from sharing original content on the platform right now. Pinners are going to need help figuring out how to achieve those lofty future goals, after all.

The bottom line is that in the age of COVID-19, and post-pandemic, pinners are and will continue to expand beyond home cooks and DIYers. With Pinterest ads being an effective and cost-efficient way to market to online audiences, now is an optimal time to embrace Pinterest to create and share relevant content and invest in paid strategies to amplify that content to reach the right people.