Pinterest has plenty of action for Entertainment marketers

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Heading to the movies during the holidays with family and friends is an age-old tradition and the box office scores are here to prove it. In 2016, the domestic box office topped $11.4 billion—with the month of December realizing a 67% increase in traffic over the previous year.1 This year’s numbers are projected to go even higher.

Pinterest takes a center seat in helping people make holiday entertainment plans, whether they’re watching at home, going to the theater or giving gifts. 38% of Pinners like to save entertainment ideas to boards like “Movies I want to see” or “Movies for my kids.”2  Many others enjoy giving Blu-Rays, DVDs or digital gift cards as gifts.

It’s important to inspire people on Pinterest as they start planning for the holidays. You’ll be able to reach them early, get on their gift-lists and make sure they don’t miss out on your must-see title by promoting Pins in Home Feed and search results.

Consider these three tips to reach entertainment shoppers and experience seekers this holiday season.

Follow a holiday-specific strategy

The term “holiday movies” starts showing up in searches as early as September, and we’ll see an over 20x increase in this activity by Christmas Day.3 Now’s the time to start using Pinterest to promote movies and get them onto people’s movie-themed boards so they’re top of mind on movie night. Check out how STX Entertainment used Pinterest to promote A Bad Moms Christmas to moms searching for things like “holiday movies to watch.”

Promoting holiday movies on Pinterest lets you reach people eager to discover new releases when they finally have some time on their hands. Upload your holiday movie trailers using our native video player to reach people who come to Pinterest to discover something new to go out and do.

As we get closer to Thanksgiving, Pinners are searching for “family movies,” and they start looking for “holiday movies” leading up to Christmas. Cater to these Pinners’ interests by marketing films with a “family time” theme around Thanksgiving or a “holiday movie” theme as Christmas nears.

Target your best customers

Since July 2016, there’s been a 51% increase in the number of people searching for TV or film content on Pinterest, and 57 million Pinners have saved entertainment-related content on our platform (most of which started as theatrical campaign Promoted Pins)!4

Our targeting options will help you reach the millions of Pinners looking for entertainment-related ideas in their home feed. We’ve made it simple for you to target your offerings to align with their interests in popular holiday categories like Food & Drink, Quotes, Celebrities and Fashion.

Family and holiday themes are always a big draw during the holiday season. Try leveraging our new keyword search ad options to promote an upcoming holiday release to users searching for related keywords such as “holiday movies” and “family activities.”


“38% of Pinners like to save entertainment ideas to boards like “Movies I want to see” or “Movies for my kids.”
Develop inspiring creative

Have fun with your creative! Show Pinners how digital gift giving can stretch beyond just buying a gift card. You might use Promoted Pins to show users how to create unique gifts, like a gift basket that includes popcorn and candy along with your popular holiday titles.

Creative assets should always be easy to read and view. Consider stacking multiple images to create vertical Pins. Here’s a great example from A Bad Moms Christmas. When posting videos and other entertainment-related content, be sure to include subtitles to maximize impact using the new autoplay Promoted Video format.

Looking for more ideas? Check out how Legendary Entertainment and STARZ have used Pinterest to reach movie-goers and drive tune-in. Or read our recent holiday guide for a detailed report about holiday trends, shopping behaviors and more!

—John Gray, saving ideas to Home Theater Ideas

 

1Box Office Mojo

2Pinterest internal data 2016

3Pinterest internal data 2017

4Pinterest internal data 2017