New study reveals how brands can engage audiences and increase sales on Pinterest

Pinterest has been growing significantly in number of active users around the world. According to data from the platform itself, which operates as a publicly traded company, Pinterest has registered a significant increase of 12% in its global base, reaching more than 500 million monthly active users. Generation Z makes up the majority of this audience, representing 42% of users. In Brazil, the scenario is another, since 64% of the audience is made up of adult women.

Created in 2010, Pinterest stands out as an independent platform, functioning more as a catalog of inspirations and visual references in various areas, such as decoration, looks, cuisine, weddings and event planning.Unlike other social networks such as TikTok and Instagram, its focus is not on direct interaction between users, but on curating and discovering visual ideas.

This distinctive approach adopted by Pinterest underscores the importance of understanding and leveraging the unique qualities of each platform to optimize advertising strategies. 

To understand what drives engagement on Pinterest, Vidmob, the leading global AI-based creative performance platform, which uses data analytics to drive marketing results for big brands, has analyzed data and performance metrics from the main categories of the platform.The analysis revealed that the platform presents strong opportunities for brands.However, the way users engage on Pinterest can vary in unique ways.

Reflect on the user mindset to show off the services

Hospitality brands, such as holiday, dining, entertainment and event-driven brands, that align with popular Pinterest search topics, can harness the power of platform user preferences.

One of these brands, for example, ran a creative campaign targeting the brides theme, one of the most sought after on Pinterest.The campaign, which featured the brand's ceremony and reception services, allowed them to effectively reach their target audience, resulting in a 76% increase in pin click-through rate (PCR) compared to the average account.This success underscores the importance of understanding audience preferences, search behaviors, and the platform mindset to maximize cost efficiency and return on ad investment.

Align the call to action with the platform values

In addition to focusing on the categories users seek, adapting traditional brand elements to align with platform preferences can be an effective approach.

Vidmob's analysis showed that the popular message “Reserve Now”, from another hospitality brand, had a 38% drop in Pinterest clicks.The direct message can be excessive for users who are usually dreaming about their next vacation and are still in the early stages of planning.

Instead, CTAs that evoke an emotional connection, such as “Your Summer Refuge Begins Here”, “A Praia is calling” and “Viva Boa Vida”, performed better as they align with the exploratory spirit of Pinterest users.

Expand the appeal of lifestyle

In addition to improving campaign messaging, brands should also focus on individual aspects that affect bookings, such as amenities, activities and dining options, as well as location.Food and beverage-related content is a good opportunity to increase the lifestyle appeal of these brands.

Using Pinterest's food culture is an effective strategy, as it is one of the most popular categories on the platform. For example, one brand in the segment has seen an 82% increase in engagement when using food content. Incorporating aspirational culinary experiences into the message of luxury and comfort can increase engagement and strengthen the brand on the platform.

Selected content and lookbooks

Lifestyle-related pins are very popular on Pinterest.Using the platform's enthusiasm for fashion has been effective in attracting holiday-seekers as well.Inspired by fashion and lookbooks & a collection of photos compiled & made 70% female users of the platform, a hospitality brand has run fashion campaigns that have highlighted the glamour of a vacation in Las Vegas, USA.

The approach resulted in an 80% increase in click-through rate thanks to aspirational fashion imagery.Aligning with platform preferences, the brand successfully attracted those who wished to have a sophisticated experience on an international trip through stylized content on Pinterest.

For Vidmob head latam, Miguel Caeiro, the study represents a major advance in the dynamic understanding of Pinterest.“In insights are fundamental to understand both audience preferences and search behaviors and the platform mentality. This allows optimizing cost efficiency and return on ad investments. This strategy not only increases brand visibility and engagement, but also positions it as a reference in its segment of expertise”, he says.