Food is heating up on Pinterest

Food is heating up on Pinterest

Food is bigger than ever on Pinterest, and we’ve seen interesting new food trends emerge over the last year. That’s why we’re introducing some new tools to make it easier than ever for Pinners to find the perfect recipe.

 

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People are hungry for food content

Food is one of the top categories on Pinterest—with over 15 billion ideas and counting.1  In fact, US Pinners did nearly 5 billion food and drink saves and searches in the past year alone.2  Some of the other interesting things we've been noticing:

  • Easy is in. Searches for easy dinner recipes—like skillet meals that combine hearty flavors with healthy veggies—are up 157% year over year.3

  • A case of the Mondays. The most searches for food fall on Mondays.4

  • Pinners spend more at the store. Pinner households spend 5% more on groceries than the national average.5

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New food features

As more and more people turn to Pinterest to figure out what’s for dinner, we’re introducing new features to help them find and make the recipes they love—which means even more opportunities for our food partners to serve up content right when Pinners need it most.

Narrow in on the perfect recipe. Now Pinners can filter searches to find recipes by time, diet and ingredient, making search results even more relevant. Make sure you’ve set up Recipe Pins so your Pins are pulled into search results.

See what magic Lens dishes up. Our new visual discovery technology already recognizes objects in more than 750 categories. And now we’re rolling out a way for Pinners to Lens an entire dish and get recipes to recreate the meal. To increase your chances of being featured in Lens search results, make sure you get all of your great recipe content on Pinterest.

Don’t fry blind. Picking out a recipe on Pinterest is easy because you can see what it looks like. Starting today, we’re also pulling in star ratings from websites so Pinners quickly decide if it’s the right recipe for them. If you’ve got recipe ratings on your site, turn on Recipe Pins so people can see them on Pinterest, too.

To learn more about getting your food content on Pinterest, check out these creative strategies and cases studies from Old El Paso, REESE’S and EatSmarter.

 

– Thea Carp, currently saving delicious recipes to Soup Addict

trends

1 Pinterest, global all-time activity, 2017

2 Pinterest, US annual activity, 2016

Pinterest, US annual activity, 2016

4 Pinterest, US annual activity, 2016

5 Oracle Data Cloud, Audience study, 2017