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Pinterest Marketing: Is it Worth it During Recipe Pinning Season?

Pinterest Marketing during recipe pinning season

As the holiday season draws near, Pinterest may be the first thought of many moms and millennials looking to "pin" recipes for family parties and catch up on the latest fall fashions. But what about your brand? How are you using Pinterest? Are you using it at all?

Does Your Audience Use Pinterest?

According to  Sprout Social, Pinterest has 291 million monthly active users both inside and outside of the U.S. In 2018, 80% of new registrants for the site were individuals located outside of the United States, meaning marketing on Pinterest has a global reach for your brand.

Of this large audience, the majority of members are female. Currently, 79.5% of Pinterest users are female. While the male audience remains the minority, it has risen from the initial 14% in 2013 to 20.5% in 2019.  Statista reports that the most active age demographic on Pinterest are those ages 30-49, with the majority of users overall being younger than the 30-49 age range.

This audience is using Pinterest for several reasons:

  • To explore new ideas:  98% of users go out and try the ideas they find on Pinterest
  • To make purchase decisions:  90% of weekly users use Pinterest to make purchase decisions
  • To discover new brands:  51% of women on Pinterest have reported discovering a new brand on the platform.
  • To plan life events:  85% of women on Pinterest use the platform to plan life "moments"

What Content Are People Searching For?

Interest Spikes early on Pinterest

Pinterest's 2019 Seasonal Insights reports that the "Holiday Pinning" spike for Thanksgiving, Black Friday and all "Winter Holidays" actually begins in June, with casual browsing, and continues through the end of December, falling with the passing of each winter holiday. During this time, consumers are searching for recipes, sales, travel tips, festive décor, and table setting ideas. The most searched terms include:

  • Mashed Potatoes
  • Turkey Recipes
  • Thanksgiving Appetizers
  • Friendsgiving
  • Black Friday Memes
  • Black Friday Sale

What Content Should Your Brand Be Posting?

Pinterest Business recommends that your brand create your seasonal marketing plan to begin 30-45 days in advance of the holiday, if not before. Although traffic will be slow farther out from the target holiday, more engagement will help pins and boards appear as recommended to users. Since users are mainly using Pinterest to plan life "moments," like Thanksgiving dinner or vacations, they will be planning in advance of the holiday and will want to see these pins early in the season as well.

To optimize your brand's content, knowing these key search terms will help you optimize your "pins" by including them in the pin descriptions, board names and keywords section of your posts. If your brand is already using Pinterest, see what pins did best in the past, update the description, create a new board around it or pin the post to a new board with an optimized name. 

It should be noted that 80% of Pinterest users view the platform from a mobile device. Content that is optimized for these screens will perform best. The landing pages that each pin brings a user too should also be optimized for these smaller screens. Ensure the content on the landing page is a natural progression from the content of the pin, do not use a generic landing page to an eCommerce site or link to an unrelated article. Relevant landing pages will increase user engagement with the brand, and not just to link website clicks, consider what analytics are most important to drive user action.

Pinterest Business offers best practices for developing high-quality content for additional insight. 

97% of Pinterest searches are unbranded, meaning consumers are ready to discover new brands. If the user make up of Pinterest fits your brand, and you are ready to create engaging, relevant content, this platform could be the key to your brand's success.

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