3 entertainment trends marketers can leverage to boost spirits—and revenue

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The home is now a multiplex

With the entire family under one roof all day, every day, people are splitting up to watch live programming or streaming on-demand in every corner of the house. After shelter-in-place guidelines took hold, searches for entertainment ideas have spikes in every genre. Parents are looking for ways to keep kids busy, with searches for “at home movie night kids” up 274% among Millennials.4

But they’re also looking for ideas for themselves. Gen Z Pinners are seeking variety: We’re seeing similar increases in “reality TV,” “romantic comedy” and “action movies.”5

TIP: Curate custom content line-ups. Make it easy for people to find the entertainment they’re looking for. Bundle cross-genre recommendations for households that include ideas for parents, teens and kids. For people searching specific genres, put together some “Best of” or “Top 10” lists of recommendations.

Movie night becomes a major event

With nowhere to go, people are looking for ways to elevate the ordinary, whether that’s planning a “date night at home” (+26%)6 or taking advantage of the warmer weather and setting up an “outdoor cinema” (+56%).7

TIP: Help people plan an event to remember. Share tips for making movie night special. Get creative about ways people can take it up a notch—painting a red carpet in the lawn for outdoor movie night, serving gourmet popcorn, or setting up an ice-cream or candy bar in the family room with all the trimmings.

Fans are looking to connect

Fandom is more important than ever. With in-person concerts, sporting events and Comic-Con-type conventions on hold or cancelled, people are going online to express themselves and connect over shared interests. We’ve seen a 101% jump in searches for “Final Fantasy” among Gen Z.8

TIP: Let fans take centre stage. Create opportunities for fans to engage in a more direct and personal way with your brand, titles and talent. Make it easy for musicians to hold virtual concerts in their living rooms. Facilitate live chats to help celebrities share professional projects and social causes with fans.

Even as stay-at-home guidelines begin to relax, many of the new ways we have found to engage with entertainment content will stick. And so will the relationships we develop with the brands that brought us inspiration and comfort during the pandemic.

As I see it, there’s never been a better time for entertainment brands to rise to the occasion.

—Tina Pukonen, saving to shows to watch

 

1The Motion Picture Association, “The 2019 THEME Report,” Global data, March 2020

2Havas Media, Covid-19 Media Behaviours Report, March 19, 2020

3Pinterest internal data, UK, 3/9/20 - 3/22/20 compared to 2/24/20 - 3/8/20

4Pinterest internal data, Global, March-April 2020

5Pinterest internal data, Global, 4/6/20-4/19/20 compared to 3/23/20-4/5/20

6Pinterest internal data, UK, 3/23/20-4/5/2020 compared to 4/6/20-4/19/20

7Pinterest internal data, UK, 3/30/20-4/12/20 compared to 4/13/20-4/26/20

8Pinterest internal data, Global, 3/23/20-4/5/20 compared to 4/6/20-4/19/20