Pinterest is increasingly a go-to spot for entertainment fans looking to discover new content. Entertainment is one of the fastest-growing categories on Pinterest, with more than 42 million people already using the platform to find new entertainment ideas.1 Viewers use the platform to plan for movie nights out, and what to watch or stream next, creating boards such as “Movies to see,” etc.2
And we reach the most avid entertainment fans. There are currently more than 11 million boards dedicated to movies on Pinterest.3 Pinterest reaches 42% of people who saw a movie in theaters in the last 6 months.4 We reach 37% of people who rented or purchased a movie in the last 6 months.5 And we reach more than half, or 56%, of people who use streaming services including Netflix, Hulu, HBO Now and Showtime.6
Many entertainment brands have noticed Pinterest is a great place to reach audiences seeking new content. Check out some of our favorite examples so far:
STX Entertainment used a mix of Promoted Video and Promoted Pins to advertise A Bad Moms Christmas. They reached 93% of moms on Pinterest, and saw a 50% increase in intent to see the movie A Bad Moms Christmas.7
Legendary Entertainment and Warner Bros. Pictures ran Promoted Video targeted to men. Their campaigns led to men saying they were 24% more likely to list the blockbuster action movie Kong: Skull Island as their “first choice” for movies to see.8
After promoting Kevin (Probably) Saves the World, ABC Network found that viewers were 30% more likely to tune-in to the series.9
With all the momentum in entertainment on Pinterest, we recently hired an entertainment strategist and an industry sales lead to help brands continue to succeed on the platform. Our new Entertainment Vertical Strategist, Tina Pukonen, has 15+ years experience leading marketing and media strategy for major entertainment brands across movies, TV, home entertainment, streaming platforms and gaming.
Our new Industry Lead, Mike Chuthakieo, has driven business value and solutions for entertainment brands for more than a decade on platforms including MySpace, IGN, Rotten Tomatoes and Pandora. Together, they are focused on helping entertainment partners understand how to best use Pinterest to achieve a competitive advantage.
“People come to Pinterest every day to discover new ideas and decide what to do, buy and watch next. There’s a great opportunity for entertainment brands to connect with Pinners by being part of their journey of discovery, especially in that serendipitous moment when they find exactly what they want.”
We’re excited to share our latest advertising solution on Pinterest that will help Pinners discover and do the things they love—Promoted Video at max. width.
—Meredith Guerriero, saving to Greenhouses
1Pinterest internal data, US, April 2018
2Pinterest internal data, 2017
3Pinterest internal data, 2017
4comScore, Sept 2017
5comScore, Sept 2017
6comScore, Nov 2017
7Millward Brown Brand Lift Study, 2017
8Millward Brown Brand Insights Research provided for Pinterest and Kong: Skull Island, 2017
9Nielsen Watch Effect study. Commission by Pinterest, November 2017