Study: For Pinterest Moms, Christmas Starts in July

Holly Pavlika

SVP, Marketing & Content at Collective Bias
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This article by Collective Bias SVP of Marketing and Content, Holly Pavlika, originally appeared on Medium.

With 41 percent of moms considered “active pinners” on Pinterest, according to new research from Ahalogy, it’s no secret that Pinterest is still very popular with moms. Why? For anyone who has used the social media sharing site, they know that Pinterest is a great resource for home decorating, crafting, recipe and family activity ideas.

Ahalogy’s 2015 Pinterest Media Study set out to dive more deeply into how consumers — especially moms — are using Pinterest. The company broke down top categories of interest, which include do-it-yourself (DIY) and crafts; food and drink; and home décor. It also took a look at how Pinterest content is consumed and is replacing other forms of media.

You can view Ahalogy’s infographic of the results here. Some additional interesting insights from the study include:

The most popular content among Pinterest Mom’s…

  • Wreaths are very popular among DIY projects, showing up in a significant amount of our top-performing content. Wreath-related terms also tend to peak in the summer, as Pinners are already beginning to plan for the holidays — after all, Christmas starts trending in July on Pinterest.
  • Wood is one of the most popular items showing up in crafts and decor content, indicating the appeal of such a natural and versatile element.
  • Cake shows up frequently among top performing desserts.
  • Chocolate continues to perform strongly among all snacks and sweets-related Pinterest content.
  • Chicken makes up a large majority of pins for meals and recipes containing meat and seafood.
  • Fruit-related content tends to be more popular during the summer, peaking in June.

There has been a shift in a Pinterest Mom’s media consumption.

Ahalogy also saw significant shifts in media and shopping habits in 2015 compared to the year before. Naturally, active pinners were shifting more towards Pinterest content and away from more traditional publisher websites. Specifically:

  • 53 percent of moms have pinned instead of browsing catalogs.
  • 47 percent of moms have pinned instead of using social media.
  • 46 percent of moms have pinned instead of reading magazines.
  • 36 percent of moms have pinned instead of watching television.
  • 36 percent of moms have pinned instead of using traditional search engines.

In fact, more than a quarter of all Pinterest sessions involve search, according to Ahalogy’s research. About 36 percent of moms active on Pinterest have actually replaced search engines when looking for content with the social site. Active pinners are significantly more likely to search or plan for something specific on Pinterest, as well. Nearly 46 percent used Pinterest most frequently to search or plan rather than browse. That’s up from 34 percent in 2014.

So what can brands do to better engage moms on Pinterest?

  • Create great content. Find the overlap between your unique consumer insights, and what moms are seeking to discover on Pinterest. Then, tailor your curated and created content strategy to match.
  • Learn through earned. Pin brand-owned content, as well as curate licensed, external content; a mix of pins will help you figure out what appeals to your customers and what doesn’t.
  • Test and Optimize. Use publishing and analytics technology solutions for pin optimization, scheduling and distribution. A pin starts with a great piece of content, but is discovered by moms as an image, and is ultimately read with descriptive copy that can be searched and found.
  • Don’t go it alone. Find a partner who is experienced or singularly focused on Pinterest as a platform. Work with a Pinterest expert to create custom branded content that you can pin and promote.
  • Scale for success. Promoted pins are an earned media game-changer. In most popular Pinterest categories, moms are significantly more likely to make purchases from promoted pins. Once you’ve created optimized pins that you know work organically, apply paid media. Great content gets shared, effectively lowering the cost of your total reach, and increasing your return-on-investment (ROI). And if you’re a retailer, “buyable pins” are also a great way to close the loop with a sale!

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Holly Pavlika

SVP, Marketing & Content at Collective Bias

Holly oversees marketing and PR. Holly, also a blogger, founded MOMentumNation while serving as the Executive Creative Director and Managing Director at Big Fuel, a pure play social media agency. She is an award-winning creative marketing industry veteran who was recognized in 2012 by Klout as the “most influential agency person” and uses her voice for social good with 10X10 Educate Girls, Every Mother Counts, Global Poverty Project and the UN Foundation Shot@Life campaign.