The annual Pinterest Predicts report for 2023 has just been released and I think it’s up there as being one of my favourite New Years treats for any small business.
Pinterest Predicts describes itself as a ‘…not-yet-trending report shares 27 of the biggest trends we expect to rise in the year ahead’. In fact for the last two years 80% of the trends they predicted have come true.
So what is Pinterest Predicts and how can it help with marketing your small business (even if you aren’t using the Pinterest platform)?
Pinterest is a powerful visual search and discovery platform that can help businesses in a variety of ways. One of the most powerful features of Pinterest is its ability to predict what users are interested in and show them relevant content. This can help businesses reach their target audience and increase engagement and conversions.
Each year Pinterest pulls together data based on what people have been searching for. As Pinterest is the place that people come to plan, they can see what people are already searching and considering for the future.
Pinterest themselves say ‘People come to Pinterest to plan. And because they’re designing everything from daily dinners to milestone moments, we get early signals on what’s coming next. It’s direct insight into what’s likely to be really big, really soon.’
The end result of the analysis and skill is 8 out of 10 trends annually coming true.
The 2023 trends include everything from gender neutral parenting, rave culture, fringe fashion, burnt orange wedding trends and much more.
How does this help small businesses?
This report is an excellent tool to help you plan marketing campaigns, shape your social media content and inspire ideas for new products or services to your business.
Sign up to the report and you should also benefit from access to a Pinterest predicts webinar which will talk you through each of the trends in more detail and how you could align in your business.
Firstly, spend some time analysing these trends to see if they align with your business- either directly or indirectly. Would your ideal client be interested in any of these trends or likely to be searching any of the key words aligned with them?
I would then invest some time into creating content that might fit into these categories for social media or your website. This can be a great way to really stand out to your ideal customers.
Make sure you include those all-important key search terms in the content- including hashtags too. Pinterest is one of the largest search engines and traffic drivers.
It might be a good opportunity to plan marketing campaigns that link with this trend too- particularly if they are seasonal trends.
Let’s take a trend example- the burnt orange wedding trend and you are a wedding photographer.
You could create case studies of other weddings that have followed this trend, use photos on your social media that use these colours, create a blog on how you can bring this trend into your wedding or even host a live on social media or a webinar to bring in guest experts who could help style a burnt orange wedding.
Of course, you want to make sure that any content you are creating is also curated and utilised on Pinterest too- an amazing platform for all businesses whether you are a product or service based business.
If you do sell products, you should absolutely ensure that your e-commerce platform is connected to Pinterest and if you can, you could create products or services that are brand new that follow these potential trends.
Pinterest Predicts can help you indirectly reach both new or potential clients, expand your content, marketing and brand as well as showing that your brand is well ahead of trends for your ideal customers. You can really showcase that small businesses can be forward thinking just like much bigger brands.
If you aren’t already using Pinterest as a marketing channel it’s certainly a platform worth exploring for all industries and businesses.
Pinterest can help businesses is by showing users relevant Pins based on their search queries and browsing history. This can help businesses reach users who are actively searching for products or services related to their business. For example, if a user searches for "DIY home decor," Pinterest may show them Pins from businesses that sell home decor products or offer tutorials on how to make your own home decor.
Another way that Pinterest can help businesses is by suggesting Pins to users based on their interests. For example, if a user has been browsing Pins about travel, Pinterest may suggest Pins from businesses that offer travel products or services. This can help businesses reach users who may not have been actively searching for their products or services, but are still interested in related topics.
Pinterest also has a feature called "Promoted Pins" which allows businesses to pay to have their Pins shown to users who are likely to be interested in their products or services. This can help businesses increase visibility and reach new audiences.
In addition to these features, Pinterest also offers analytics and insights that can help businesses understand how their Pins are performing and how they can improve their marketing strategy. This includes data on how many users are seeing, saving, and clicking on their Pins, as well as information on the demographics of their audience.
Overall, Pinterest's ability to predict users' interests can help businesses reach their target audience, increase engagement and conversions and make their marketing strategy more efficient. By using this feature and the other tools available on the platform, businesses can gain a better understanding of their audience and tailor their content to their interests.