For nearly 15 years, Pinterest has been a beloved hub for virtual inspiration. However, the platform has evolved far beyond a place just for pinning pretty pictures, emerging as a powerful driver of consumer behaviour. Pinterest is now a crucial resource for brands aiming to engage consumers and drive sales. In this blog, I’ll explore what’s happening on Pinterest, how brands can effectively leverage the platform, and why the latest trends are worth paying attention to.
Pinterest’s Growth in Australia
Globally, Pinterest has over 498 million monthly active users, with engagement in Australia surging. With a staggering 83% of weekly Aussie pinners making purchases after seeing products on the platform, the platform’s growing influence in shaping consumer decisions is clear. (Pinterest) Pinterest is an essential channel for brands.
So, What Makes Pinterest Stands Out?
One of the things I find fascinating about Pinterest is its focus on discovery and intent. While other platforms may encourage mindless scrolling, Pinterest functions like an inspiration-focused search engine. Users actively seek ideas, making them more receptive to marketing messages that align with their interests.
A look at the “Pinterest Predicts for 2024” report reveals intriguing trends like “Eclectic Grandpa” fashion and the rise of badminton aesthetics, which highlight the need for brands to stay attuned to shifting consumer interests. (Home – AdNews)
Top Trends Shaping Pinterest Marketing in Australia
1. Visual, Emotive Storytelling is key for consumers craving authenticity and deeper connections. Australian brands like Bondi Sands and Frank Body have embraced this by showcasing their brand stories and product how-tos in video. Sharing user experiences, emotive brand histories and behind-the-scenes content can help brands foster emotional connections and stand out to their consumers.
Incorporating Creator Generated Content (CGC) is a smart strategy for building a library of real-person assets that resonate with Pinterest audiences.
2. DIY and Sustainability. As Australians become more environmentally conscious, the interest in DIY projects and sustainable living grows. Pinterest is a popular destination for users seeking eco-friendly solutions and creative, home projects. Brands that tap into this trend can position themselves as leaders in sustainability by sharing DIY tutorials and tips on living more consciously, enhancing brand perception and appealing to consumers who value ethical practices.
3. Seasonal Content is a huge driver of engagement on Pinterest, with users actively searching for seasonal themes like Christmas decor or summer fashion. By aligning content with seasonal trends, brands can significantly boost their visibility.
As we approach the festive season, for example, brands can share gift guides, holiday recipes, decoration inspo, and party-planning ideas that resonate well with users. It’s all about being timely and relevant, which is crucial in capturing consumer interest. Don’t just take my word for it, the numbers speak for themselves:
- #1: Pinterest is the #1 destination for holiday gift inspiration.
- +27%: Advertisers saw a 27% higher return on ad spend during Q4.
- +50%: Pinterest users are 50% more likely to find things to shop for on Pinterest than on other social platforms.
- 68%: During the holiday season, 68% of Pinterest users were more intentional with their purchase decisions.
4. Video Shopping Ads for New Product Launches. Video continues to dominate online content, and Pinterest’s introduction of Video Shopping Ads provides a way for brands to incorporate videos into their shoppable catalogues on the platform. This allows for a streamlined shopping experience where users can view and purchase products directly within the platform.
Advertisers using multiple video formats have reported a 1.4x increase in brand awareness, demonstrating the effectiveness of video content in creating immersive shopping experiences that connect consumers with products. (Lifehacker Australia)
Finally, Why Pinterest Should Be Part of Your 2024 Strategy
Pinterest is quickly becoming a key player in the Australian marketing landscape. Its unique focus on discovery offers brands the chance to connect with users who are actively seeking inspiration and recommendations. By using visual storytelling, embracing seasonal trends, incorporating new advertising formats, and staying attuned to current trends, brands can leverage Pinterest to drive both engagement and sales.
To start building an impactful Pinterest presence, consider launching a CGC program to collect social-first, real-person, on-trend video and photo content to be used across your Pinterest strategy and beyond.
If you’re ready to enhance your Pinterest strategy with genuine CGC that resonates with your audience, let’s discuss how to create a program tailored to driving engagement and conversions.
