News tagged:news

Finding new and unique ways to celebrate mom on Mother’s Day can feel like a lot of pressure. We want to show our gratitude, but often feel like we’re coming up short. Many people turn to Pinterest for fresh ideas to make mom feel special. Altogether, 33 million Pinners have saved 252 million Mother’s Day related Pins.

There are two sides to this equation: Mom herself, and the people shopping for a gift. Roughly 70% of US moms are active on Pinterest, where they spend an average of 124 minutes per month. Pinterest is where moms search for and save the things they want to buy, see, do and explore. That means that scanning Mom’s Pinterest boards can give people a pretty good sense of what’s on her mind—the perfect intel for a meaningful gift or celebration.

Start your campaigns early

Mother’s Day searches and saves begin to climb mid-March...

For one of their newest collections, home décor retailer CB2 turned to two longtime partners: interior designer Ross Cassidy and Pinterest. Cassidy’s CB2 capsule collection brings his “luxe minimalist” style to CB2’s modern, affordable product line. Since both CB2 and Cassidy are avid Pinterest users, they knew Pinterest would play an important role in the collection’s launch.

Pinterest is a top destination for home inspiration, with over 1.7 billion home décor Pins and more than 27 million people who save home décor content. For the launch, CB2, Pinterest and Cassidy worked together to come up with an omnichannel strategy. The digital marketing campaign centered on Pinterest itself, while the launch event brought some Pins to life.

CB2 ran two types of Promoted Pin campaigns: one showcasing Cassidy’s products and the other directing people to a sweepstakes. To enter the contest, people created “Dream Room” boards with...

Over the past weekend, thousands of SXSW Interactive attendees stepped through the doors of the Pinterest house. Once inside, they got to play with our newest technology, eat delicious BBQ and chat with our team about what Pinterest is doing next.

SXSW Interactive has become one of the largest gatherings for digital marketers, with about 35 thousand annual attendees. That makes it a hotspot for groundbreaking brand activations that bridge the digital and analog worlds. This year, we showed people how to search outside the box with Pinterest Lens (BETA), our newest visual discovery technology. Lens lets people search using their phone’s camera or photo gallery. Our SXSW visitors had a lot of fun trying Lens for themselves to find new ideas and visual inspiration.

In addition to our interactive experiences, we also hosted a Friday night preview of the house featuring breakout artist...

Pinners have a huge appetite for video: 75% say they’re likely to watch videos about topics that interest them, compared to 55% of people on other platforms. Since we launched Promoted Video last year, we’ve seen brands try a range of content strategies. To test which videos work best, we ran a study on 29 Promoted Video campaigns that ran during the same four month period. Our analysis looked at closeups, completion rates and engagement patterns.

We found that two types of content work best: storytelling and how-to’s. Storytelling videos bring brands or products to life, while how-to videos provide guidance and instruction. Both kinds of content performed well regardless of a brand’s category. This shows that brands should develop their content strategy based on specific marketing goals, rather than assuming a specific type of video is right for their line of business. Here’s how to decide:

Storytelling...

Food is our largest category on Pinterest with 15 billion Pins and counting. Last year we saw a 24% increase in Pinners who engage with food content and a 21% increase in food Pins. People are always hungry for inspiration so they turn to Pinterest to discover new ingredients, evaluate recipes and try new ideas.

Because people use Pinterest to plan, we often get a first look at emerging trends. Search, save and click patterns are like a window into consumer behavior, giving us early insight into what’s popping up on plates across the country. Every now and then we dig into that data, looking for hints about upcoming trends and Pinner cravings. This time, our Insights team looked at save data to see what’s over-indexing in each state, relative to the rest of the country. Here’s the scoop on which dishes and ingredients are disproportionately popular in each state...