Four Pinterest content strategies for graduation season

graduation hats

Every year, 17 million people save graduation content on Pinterest, adding up 57 million Pins1. We also see 25 million searches for graduation content each year2. For marketers, that means there’s ample opportunity to engage people looking for graduation ideas and gifting inspiration.  

There are two important audiences for graduation content on Pinterest: graduates and their loved ones. For today’s tech savvy graduates, using Pinterest to plan their next move is second nature. Their families and friends also depend on Pinterest to get them through graduation season with helpful information and creative ideas.

We encourage brands to develop separate campaigns for grads, and for their family and friends. It’s best to start running graduation content in mid-March, when searches and saves pick up. The peak hits in mid-May as graduates leave school and start their new lives.

We’ve pulled together some suggestions for ad creative and targeting to help you make the most of this graduation season. Depending on what your brand sells, you can mix and match these tactics to reach your target audience.

To reach graduates:
  • Product suggestions: Equip new graduates with product information, hacks and tips that will make “adulting” just a little easier. You should highlight the types of products they’ll need as they move into a new home or start their first “real” job.

  • Life guides: Help graduates transition into the “real world.” Sample content could include inspirational quotes, financial advice or tips for moving into your first apartment.  

To reach family and friends:
  • Party planning: Help people design the perfect party with Pins about party decor, themes and memorable menus.

  • Gift guides: Focus on gifts for different types of people, from the grad about to travel through Southeast Asia to the grad preparing to launch her own business.  

And some targeting tips for good measure

Don’t forget to build strategic keywords into your Promoted Pin targeting. We suggest trying these popular keywords: Graduation party, graduation food, graduation outfits, graduation gifts, graduation ideas and graduation hair.

They may not have their diplomas yet, but this year’s graduates are already planning for their next chapter on Pinterest. To get more ideas for how you can lend a helping hand, check out some of our favorite graduation-themed Pins.

 

1, 2, 3: Pinterest analysis, 2016