How to score big on Pinterest this winter
25 अक्तूबर 2022 — Karen Bloom
Football’s biggest tournament is happening during one of the busiest periods on the marketing calendar for the first time ever. Get closer to the football fans on Pinterest with our game-changing tactics, tips for hitting your advertising goals and creating back-of-the-net creative (and results) with our playbook.
The biggest sporting event of the year will take place Nov 20-Dec 18, kicking off just before Black Friday and ending a week before Christmas Day. For some, this will make their winter-watching dreams come true, but it presents a challenge for advertisers, who will be competing to cut through the noisy festive shopping landscape. The good news: On Pinterest, audiences are truly engaged and primed to take action.
Pinterest is the place where people come to plan for big sporting events and celebrations, from what to wear on match day to throwing a football-themed party. And it’s a place where people come to get extra inspiration around cultural moments. For example, searches for “lionesses” on Pinterest are up 10x YoY (year-over-year) in the UK after the team lifted the winner’s trophy at the women’s European final earlier this year, setting waves for the sport.1
This offers advertisers a long list of ideas for how to show up where people are looking for them. We’ve pulled some key Pinterest football-related insights to help you get ahead of the curve and hit your goals this winter.
Score with football fans on Pinterest
In the UK, 85% of people on Pinterest keep up with at least one key sporting event.2 We’ve also seen a number of football-related UK trends emerge, with “football” searches growing 66% YoY and “soccer” searches up 75%.3
While football increasingly appeals to a broader audience, we’ve seen a shift this year. Following the women’s team’s win, “girls football” is having a moment in the UK, with searches rising by +40% YoY and “womens football” by +20%.3 Nearly 50% of women who use Pinterest in the UK are planning to watch the men’s tournament this year.4 And we’re seeing a mixture of ages enjoying the beautiful game on Pinterest—half of sports fans on Pinterest in the UK are parents, 1 in 3 are millennials, 1 in 5 are millennial men, and 20% are Gen Z.5
Audiences really engage with video content on Pinterest. A study by Lumen found that scroll times on other platforms were 3x faster than those on Pinterest.6 This means advertisers have a competitive advantage to cut through with their ads on Pinterest—with an audience showing higher attention and intention to turn inspiration into action.
Advice for brands: Tap into Pinterest's football trends
If you're a food brand, we've seen UK searches for "football theme cake for boys" rise (+79% YoY) and "football cake design" searches have tripled too.3 Show up on Pinterest for major life moments like birthdays with an appetising line-up of ads featuring different football cake designs. Help people to purchase the cakes directly in their feeds or provide a shoppable ingredients list and how-to guides to help people recreate these cakes at home.
Meanwhile, if you're a fashion brand, searches for "football game outfit" are up 3x YoY and "fashion game outfit women'' have quadrupled in the UK.3 Support your users in style this winter by helping them put together their football ‘fits. Some ideas include 'get ready with me' videos, outfit flat lays, or teaming up with a Pinterest creator to help you produce bespoke content. Think about the look from head to toe. You can also lean into beauty trends, including football emblem face painting, nail art and eyeshadow designs.
Or if you're an interior brand, know that UK searches for "football room for boys" have also tripled.3 Bring this trend to life and inspire users to create a bedroom of their dreams with your brand and products in it. Make sure your brand is visible from the get-go in the users' journey, from the moment they're seeking this interior inspiration, and offer a helping hand with room layouts and products readily available to shop.
Lastly, if you're a tattoo artist, we've seen "football tattoo design" rise a whopping 85% YoY in the UK.3 Get your eye-catching designs on people's feeds to inspire users with a tat they will cherish. Also, cater for the indecisive. For people pondering the real deal, consider creating temporary transfer tattoos and make them shoppable directly from your ads for users to try and build affinity for your brand.
Download our creative playbook
Create winning Pinterest ads and hit your advertising goals with our handy creative playbook. It’s packed with more insights, trends, creative best practices and how-tos. This guide will help you score big this winter and beyond. Or get in touch with your Pinterest representative to build a strategy that will help you achieve your goals this winter.
