With people around the world trying to navigate their new normal, Pinterest has emerged as a main resource. According to Pinterest, searches are up 55% vs. the same time last year.
So how is Pinterest being leveraged during these times, given how time spent on the platform and active users are increasing daily? What are trending search terms and how should brands be using Pinterest to communicate, inspire, and connect with their audiences?
How Are People Using Pinterest?
Pinterest has always been the go-to place for inspiration and education, but now more than ever people are using the channel to help cope with the changes they’re facing while navigating their new normal.
Pinterest breaks down changes in searches from the start of COVID-19 to-date. In the beginning “Pinners were understandably focused on triaging the most important areas of their lives – family, health, home and work.” During this time, searches increased around how to teach from home, work from home tips, or workouts to do in your living room. Following those searches, “people started looking for inspiration to manage stress.” Pinterest then created a desktop site called wellbeing.pinterest.com with the goal to help people manage their stress during these times. Lastly, “Pinners are shifting really quickly to looking outward.” These searches are revolving around ways to help others, such as DIY masks, ways to celebrate with others virtually, and ways to thank those in the frontline.
With searches increasing, Pinterest launched their “Today” tab, which will gather trending searches in the world while providing helpful information and inspiration.
Search Trends on Pinterest during COVID-19
According to the Pinterest trending searches for April report which is compared to the prior two weeks, the top searches in connection with COVID-19 can be broken into four categories. First being health and wellness, which should come as no surprise during these times. People are searching for care of both their physical and mental health, with searches such as “home bodyweight workouts” increasing +205% and “self-care at home” +332%.
The second category is parenting while working from home. Majority of people have had to adjust to their whole world being brought to their home and when it comes to parents that means not only adjusting to working from home, but also doing so while teaching their children. Trending searches have been “work from home with kids” which saw a +1657% increase. Additionally, search volume increased for ways to entertain their children such as “home games for kids” +331% and “indoor scavenger hunts”.
The third category is food, which has always been a trending search term on the platform. However, during quarantine, Pinterest is seeing people search for ways to cook with substitutions due to lower supplies in stores. Others are taking this time to learn how to cook new recipes such as making their own bread.
Lastly, the fourth category is beauty and personal care. Since people are unable to visit their normal salons, Pinterest is seeing searches for “home haircuts” up +417% and “DIY manicures at home” up +159%.
What Does This Mean For Brands?
With the search volume spiking, brands have the opportunity to play a crucial part by providing reliable content for users. To ensure that brands are fully prepared to communicate with Pinners, Pinterest has created a COVID-19 content guidance document for brands.
According to Pinterest, “brands need to take an honest look at themselves and the role they play in consumers lives. It’s important to think critically about what your brand has an authority to speak on and what it doesn’t.” For brands that are able to authentically create content, they should consider ways to ensure their tone of voice is being viewed as compassionate and understanding, and should keep the main focus on ways to show support.
Brands should also be aware that not everyone is in the same situation during a crisis. While more people than ever before are working from home, there are still a large portion of people deemed essential and having to go into work every day. With that being said, brands should be aware of the different situations their users might be in and create content that will be all inclusive.
Pinterest recommends that when in doubt, brands should fall back on the “Five Dimensions of Inspiration” when it comes to communicating with Pinners. These dimensions are:
- Positive: Present Pinners with hopeful and inspirational ideas
- Relevant: Have ideas that are relevant to the current moment while also having an evergreen approach in mind
- Actionable: Create titles and descriptions that help to create a clear CTA
- Original: Find new ways to inspire Pinners that haven’t been done yet
- Visually Appealing: Use graphics to your advantage to help get the message across
Brands should also take advantage of the new “Trends” feature while planning content to see what searches are trending across the channel, as well as in their area of focus. While in the trends feature, brands will be able to search their own terms to see how they’re trending as well as see six trending topics at the moment, and have access to see 100 Pinterest trends for the upcoming year. Brands will then be able to use the trend insights to help guide their content to ensure it’s relevant to their audience at the moment. For example, the health and wellness category is trending currently, a brand could then view popular pins surrounding that category as inspiration for their own potential content.
Overall, it’s clear that Pinterest is a social channel worth investing your brand’s time and efforts on during a crisis such as COVID-19 as Pinners are looking for resources and activities. With the surge in search trends and users, it’s a great opportunity for brands to help and connect with their audiences when needed most. As long as brands are keeping in mind the authenticity and relevance of the channel during these times, there should be no reason to go dark on Pinterest. If anything, brands should be creating more content than before.