“The content on our platform is about you and what you want to get out of your life,” said Colleen Stauffer, Creative Director, Global Director of Pinterest. “We really tried to take advantage of the program that was interrupted during last year’s pandemic. We wanted to adapt people to their current life and the way they plan now.
The pandemic has not only changed our life in the real world, but also our digital life. It has adapted the user’s needs to reliable tools. It is essential that marketers observe these changes on social media platforms. For the architects of these communities, trends have a huge impact on people’s experiences.
Before the pandemic, Stauffer was aware of the tendency of users (called “pinners”) to be “progressive” in the content they were looking for. They can plan a vacation or redesign a room in your home. With the pandemic, the same people were now looking for short-term solutions. What quick meal could they prepare for a business meeting at home while the child is learning on the family’s laptop?
In a quick reply last March, Pinterest expanded the launch of its Today page. This feature allows users to get quick updates from trusted sources such as the Centers for Disease Control and the World Health Organization. Users can also find recommended cooking recipes and videos for children to fill the silence.
Cultivate the creators
Pinterest has not only helped its audience during a stressful time but has also taken steps to grow and strengthen the community. They often do this to differentiate themselves from other platforms, such as Instagram or YouTube, rather than following standard social practices. Pinterest is followed and shared but denies that it has been a social media for years. They describe themselves as a visual discovery.
What they define themselves is not as important as what community members help them with. And that’s important for marketers, as Pinterest hit 400 million active users last summer. It grows between millennials and zero generations, including a 50% annual increase for men on the platform.
Strengthening Pinterest’s creative base drives the entire community and makes it even more valuable to brands. The steps Pinterest is taking in this direction show how users and their preferences have changed.
In late September, Pinterest launched Story Pin, the ability to create multiple stories. This beta also includes a new creator profile and analytics tools to monitor performance. Pinterest also gives creators access to community analytics using the trending tool.
At the heart of the new Story, Pins format is a bet on how other digital stories are told. For example, Instagram Stories expire after 24 hours. They stay where they are on Pinterest. This feature harnesses the timeless value of Pinterest content, allowing Pinners to explore and discover what has been overlooked in the past.
The new beta version of Story Pin also allows creators to post directly to Pinterest. Additionally, pinners can browse the new profile and send it directly to the creators.
“Creators want the content to be in one place,” Stauffer said. “Creating our content directly on Pinterest was a necessity for our shareholders. They want to find a good food producer, see their story pen and get the recipe for our ecosystem.”
Influence and purchase
While creators and their followers can interact with content created in one place, the environment also holds the potential for eCommerce. Insider predicts that social commerce will exceed $ 36 billion by 2021 (the U.S. social commerce market is estimated to be just under $ 30 billion by 2020).
This year, Pinterest is already taking steps to make its platform more accessible, also via Story Pin. Currently, it has a built-in resistance function for some beauty products. As it turns out, he’s five times more likely to buy intentions for pinners.
According to Stauffer, 89% of weekly pinners use Pinterest as inspiration for their purchases, confirming the potential for creative influence. In addition, 83% of weekly users made a purchase based on Pinterest content.
“Pinterest is a visual discovery platform and when pinners see a product they like, they should be able to buy it, or something similar, based on their unique taste,” said Stauffer. “Our vision is to shop on Pinterest. We’ve introduced in-store products that can be bought anywhere on the platform, including our verified trading program and our partnership with Shopify, where brands can easily upload and transform their product feeds. … Pin . “
He added, “In the coming months, we will be launching Story Pin product tags so creators can tag specific products on their Story Pins and reach people with plans and purchases.”
More impact for Pinterest creators
What does the future hold for Pinterest’s influence?
Stylist Peter Som turned to Pinterest to expand his knowledge of nutrition and mixology. He has almost 3 million pins behind him.
In a pilot campaign over the holidays, Pinterest acquired a strong liquor brand, Diageo Tanqueray. He mixed cocktails with three types of gin to show the versatility of the brand. In addition to the food category, Pinterest has also enabled IKEA-sponsored stories.
With a stronger community impacting the creative community and Pinner already heavily engaged, the platform will be competitive in the emerging social trading market.
Pinterest’s forward-thinking behavior can also offer hope for relief in times of stress. According to Stauffer, the Pinners return in search of a holiday.