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Pinterest Audit: Annual Spring Cleaning
MY SUMMARY OF PINTEREST'S "INSPIRE HOLIDAY SHOPPERS WITH PINTEREST" WEBINAR
The webinar was designed to give us an introduction to crafting the perfect holiday campaign for your brand as early as possible.
They reflected and noted that it’s been quite a start to the 2020s with going through unprecedented times of global pandemic, political unrest, as well as poor and mixed the sobering realities
Adults are spending 50% of their waking hours online. And more than ever, people are saying that being online makes them feel disconnected. From themselves and their interests. People feel sucked in, burned out, anxious from social comparison. Given the realities of a heavy news cycle, and negative messaging on many platforms, people often turn to Pinterest for a much-needed break from scrolling through not-so-good news.
Pinterest is viewed as a place to discover and be inspired. Pinterest wanted to learn why people turn to Pinterest and what specifically feels good about the platform?
What they found was that Pinterest is a different social media platform building a more positive place on the internet, where you can find things you actually love. Where creators can be known for expertise, non celebrity and where you can plan for an amazing holiday celebrating with your friends and family.
A recent study by Nielsen shows that Pinterest is the number one place people go for inspiration online and off. So Pinterest decided to take a look at how to move people towards decisions on the platform.
They found on Pinterest that 97% of searches are unbranded people come to Pinterest to plan and do without even making up their mind about what to buy.
Pinterest drives 10x Higher branded searches off platform. That's a trigger moment that happens on Pinterest. Inspirational environments actually help people make up their mind. We call this decision making behavior, the NEW ROI a return on inspiration.
So how does this impact the way you should be thinking about the holidays this year?
2022 Holiday Research
Pinterest shared what they learned from 2022 holiday research that highlighted one important thing. —- the holidays will be different this year. The holidays will be more expansive, more personalized and more dynamic than ever. Because the past two years have forced people to reinvent the way they plan for and celebrate the holidays, they have expanded their definition of what the holidays mean.
People are looking for new ways to bring fresh joy to their traditions, and personalize their holiday plans to suit their needs. While all of this reinvention may have started as a necessity, it's now become the norm and people like it giving them permission to design plan and celebrate their holidays in the best way for them.
All of that means the need for holiday inspiration has never been greater. Pinterest shared a video of pinners and what they have to say about planning the holidays. They shared things like:
“Pinterest allows me to visualize ideas that I have in my head.”
“I have categories for Christmas baking, Christmas dinner ideas, Christmas party ideas, Christmas outfit ideas for those days where I'm going to events”
“Pinterest offers some more environmentally conscious and budget friendly opportunities to decorate your home for the holidays without actually breaking the bank.”
“without Pinterest I also wouldn't have been able to do things like hold my annual friend Miss at my new place. And I think in a way it kind of helps me get a bigger view of what's possible for home decor. Secret Santa gifts and even holiday snacks and meals.”
“Pinterest really inspires me to not only find great gift ideas and try new brands, but I also feel that I'm just becoming a better host go on there and I see something I'm like yes, it's exactly what I've been looking for.”
“I was inspired to get a Black Christmas tree and who would have thought it would look so kind of neutral, but yet something unique. And it's a way that I can also use it for Halloween so it's dual purpose and create a specific for each of my best friends and just start adding things to it whether
What pinners shared about Pinterest is that they are really excited to celebrate more holiday moments of all sizes like big moments and a lot more of the small moments. And they've already started planning many of those moments and celebrations on Pinterest, which means there are even more opportunities for you to reach them and boost your holiday sales.
Pinterest’s research shows that shoppers on Pinterest are optimistic about the 2022 holiday season. They're excited to get back out into the world and they look forward to the return of the larger and more traditional celebrations that they've always enjoyed. They also really like their newer traditions and the smaller mini moments they created over the past two years and they plan to keep them and they'll add even more.
82% say they expect to create and celebrate more smaller moments this holiday season
Pinterest’s research also validated that New traditions have taken hold of the past two years as the pandemic gave people permission to design and celebrate the holidays their own way – which people on Pinterest really embraced. And it showed that pinners were 60% more likely to create a new holiday tradition with close friends and family which has cause an explosion of smaller unique holiday moments on Pinterest. And while the traditional holidays make the season memorable. It's these many small moments that make the season truly special.
Those smaller moments range from seasonal traditions like parties with friends or coworkers to tree decorating or holiday. There are culturally meaningful celebrations and important personal moments like a holiday engagement or baby gender reveal.
If you have services or products that can help people celebrate small as well as large and traditional celebrations, ensure you are marketing those on Pinterest. Including Pinterest in your marketing is a no brainer and provides amazing return on your investment of time - far better than other social media platforms.
Pinterest helps you connect with customers in a hyper relevant way. It's also a great opportunity to expand on traditional audiences and lean into adjacent categories.
Pinterest is the number one destination when it comes to holiday inspiration. And inspiration is indeed the new influence. Holiday shoppers say that their top place for inspiration and motivation during the holidays is Pinterest. This translates into purchase influence. One in five holiday shoppers say the content on Pinterest inspired at least half of their holiday purchases last year. Yes that’s right!
Pinners Are Inspired
Pinterest inspired at least half of their purchases. Pinners rely on Pinterest to find what's new or new to them.
Pinterest then went into a little more in depth on shoppers on Pinterest. First thing they mentioned is how Pinterst shoppers are different from shoppers than on other platforms.
They're always shopping. And what's really noticeable is that they spend more twice is more compared to other platforms. Basically they are super shoppers. Plus, they buy more each time they shop.
Shoppers on Pinterest had 85% larger baskets at checkout, which is a pretty incredible stat. And last but not least Pinterest is the most efficient channel overall for generating incremental conversions. How efficient you might ask? Well 30% more so than other social platforms.
Pinterest heard from shoppers that Pinterest brings the best of offline shopping online, which is nearly twice as high as the number of people who use other social platforms.
What's really interesting is that a lot of early industry forecasts are predicting a return to brick and mortar shopping. 87% of shoppers who use Pinterest say it's a valuable compliment to in store shopping. And that's 85% higher than what people say about other platforms.
Another area where Pinterest beats out the competition is personalization. Personalization matters more than anything when it comes to shopping.
When Pinterest looked at shopping data through the holiday lens, what they noticed about people on Pinterest is that not only do they love to shop but they also love to gift. Turns out 90% Use it for gift-giving ideas.
He’s a big note that not many people realize. Research shows people on Pinterest start holiday shopping early. The majority of pinners start their holiday shopping including for gifting purposes before Thanksgiving.
More Shopper Data
Pinterest looked at the data we found that interest shoppers are pretty unique. They go to Pinterest to find gifts based on who they're shopping for. Notably, they are open minded about brands or products.
So for brands this is really the perfect opportunity to reach active gift shoppers while they're undecided. All this in mind, they’ve been working hard to create a wide range of surfaces that allow brands to reach pinners at different points of their shopping journey.
- There’s the shop tab from search, helping Pinners to go right into shop mode as they search for ideas.
- There is product tagging on standard pins (via the Pinterest app on cell phones) helping to make any pin instantly shopable content and move Pinterest inspiration to action.
- Try-On, which gives Pinners the ability to virtually try on makeup such as lipstick and eyeshadow from the comfort of the couch.
Pinterest is also continuing to introduce new products with feedback from partners. Recent examples of a product that they just launched is shopping list. People are already saving ideas and products they love on Pinterest and we know that there are over seven times more likely to purchase products they've saved with shopping lists.
This allows Pinners to save product pins automatically in one place, making it easier for them to come back and shop the item.
And exciting news, there is the integration app for WooCommerce.
Pinterest shared how to create your media plan as you prepare for the holiday season. Something you should always remember is that pinners are planners, in fact pinners start planning shopping and buying early for the holiday. The holiday gifting searches on Pinterest start picking up between July and September.
So, you should start pinning products and services for the holiday season NOW!
To summarize, by now you've heard loud and clear that the holidays will be different this year. There'll be more expansive, more personalized and more dynamic than ever, which means the need for holiday inspiration has never been greater.
And here are four takeaways:
- People come to Pinterest open minded and they leave decided
- Pinterest is 10 times more efficient at driving consideration.
- In 2022 We'll have more holiday celebrations big and small which means there are more opportunities for you to reach shoppers on Pinterest and boost your holiday sales.
- Pinners start planning their holidays early on Pinterest and they're buying gifts for everyone in their life. We've seen planning move into high gear and brands between July and September the last couple of years so start pinning now!
Pinterest Strategy Academy
If you want help getting your business on Pinterest, or finding a strategy to include pinterest in your marketing, my Pinterest Strategy Academy is perfect for you.
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