Pinterest launches Trends tool so marketers can gain deeper audience insights

Anne Freier | December 11, 2019

App Business

Pinterest has rolled out Pinterest Trends which highlights the top searches of its digital pinboards for the last 12 months.

The trend tracker also captures searches that perform particularly well, providing a measure of content performance.

Over 200 billion ideas have already been saved to more than 4 billion boards on the platform.

And with 320 million users, the addition of Pinterest Trends also make it easier to spot emerging trends. This could provide valuable clues to marketers determined to engage with Pinterest’s unique audience.

“Pinterest Trends will help brands get deeper insights into planning behaviours on the platform, and allow  them to allocate budgets to campaigns during various planning stages,” the company wrote in a blog post.

Marketers can also use the tool to refine their search keywords to define their campaign goals.

Tastemade, a media company, has been using video analytics and audience insights to drive its programming decisions. They noticed that watermelon content performed well on Pinterest and launched a dedicated Board.

Meanwhile, brands like Albertons are using Pinterest to understand food and drink trends. For example, they developed a campaign to drive in-store sales and noticed an upload of 154% for pumpkin alcoholic drinks and a lift of 475% for Friendsgiving party ideas.

“Albertsons shoppers want to stay ahead of the curve when it comes to new and exciting trends. We believe Pinterest is the perfect platform to inspire shoppers with a new take on Holiday classics as they plan for the season. Using Pinterest Trends online and in-store enables Own Brands to be top of mind in a truly innovative way,” said Chad Coester, SVP of Own Brands.

In a separate blog post, Pinterest announced the release of its top 100 Trends for 2019.

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