With millions of people tuning into the Emmys on September 18th, all eyes will be on…Pinterest! (Well, maybe not all eyes, but definitely a whole lot of them: it turns out that 45% of people on Pinterest are likely to hang out on our platform while they're watching TV).
So as folks curl up on the couch to watch their fave shows pick up awards, they’ll also be picking up their phones and pulling up Pinterest. In fact, 64% of our users tell us they pay more attention to what they’re doing on Pinterest than what they’re watching on TV—and 44% of them will engage with Pinterest for the show’s entirety, regardless of whether it’s on a commercial break or not.
Pinterest pairs well with things people do when they’re in leisure mode, so it makes sense that roughly 66% of people use it while they’re relaxing at home and 45% while watching TV. But Pinterest doesn’t just fill up leisure time: it also helps fill in the little gaps in the day when people are waiting for something—like for the commercials to end!
The bottom line: if the TV’s on, Pinterest’s probably up. It is the go-to app people use when they’re watching TV, and among our users, it’s even more popular for TV multitasking than Twitter and Instagram.
What does this mean for your brand?
If you’re looking for fresh ways to reach your audience, think of Pinterest as a complement to your TV advertising. You can encourage more engagement and drive people closer to action when you align the timing of your Pinterest and TV ad campaigns and point people to your Pinterest profile within your TV ad creative.
Also look for creative ways to blend what people are watching on TV with what they’re looking for on Pinterest—just as TV Land did when they launched their new series, Younger.
TV Land took note of how well Pinterest pairs with TV and played to it, curating boards around Younger before it made its TV debut. By highlighting the “fantastic fashion, gorgeous hair and makeup, and big celebrity quotient” on the show, they exceeded engagement benchmarks for the entertainment industry by 40%—tipping the show towards record-breaking ratings.
Their success is just one example how savvy brands can team up with Pinterest to drive more engagement with their content. This is a wide-open opportunity for brands, since Pinterest activity is often inspired by what people see on TV. In fact, 47% of the time, what people see on TV sparks what they search for and save on Pinterest—whether it’s a stylish outfit or a delicious-looking dish, they head to Pinterest for more info.
So yes, you can have the best of both worlds—and make the most of both screens! Try combining or complementing your TV ad strategy with Pinterest's Promoted Pins.
—Xenia Nosov, currently saving to -- art --