Pinterest Shares New Report into Gen Z User Trends
If youâre looking to get a better handle on the interests of Gen Z, thereâs one platform that you should turn to: Pinterest.
Okay, maybe not, but according to Pinterest, it is becoming a bigger focus for young, shopping-ready audiences:
âFrom self-exploration to shopping lists, Gen Z is increasingly turning to Pinterest. In fact, theyâre our fastest growing audience, making up more than 40% of our global monthly users. And theyâre even more engaged than other generations, searching and saving at higher rates.â
So while Instagram, TikTok and Snap are likely to see the highest rates of Gen Z usage, Pinterest trends are also worth noting, with more than 200 million young users now coming to the platform every month.
To provide some more context on this, Pinterest has published a new Gen Z trends report, which highlights the key elements of interest among younger users in the app.
You can check out Pinterestâs full âItâs a Gen Z Worldâ world report here, but in this post, weâll take a look at some of the key notes.
The main findings of the report are broken down into six key lessons for marketers:
âAppear when they searchâ
Pinterest advises that brands should optimize their descriptions for search trends. You can learn more about emerging Pin search trends via Pinterest Trends
âBuild traction for transactionsâ
Pinterest says that people are 7x more likely to purchase a product that they previously saved on Pinterest. As such, marketers should look to include CTAs with a view to downstream behaviors.
âMake it shoppableâ
Pinterest says that 63% of weekly Gen Z Pinners are âalways shoppingâ. As such, marketers should look to provide easy ways for Pinners to go from browsing to action from their Pins.
âStay ahead of the trendsâ
Pinterest says that trends are always changing among younger consumer groups, with Gen Z users âconstantly on the hunt for new looks and personas to try onâ.
As such, marketers need to stay up to date with the latest shifting interests.
Again, Pinterest Trends can be a great guide on this front.
âConnect them to cultureâ
Pinterest advises brands to take note of key cultural events, like film releases and festivals, and create content themed to the related trends.
âDonât forget the people shopping for themâ
Finally, Pinterest also notes that many Pinners are also shopping for Gen Z, so youâre not just targeting this audience direct.
âPinterest reaches a lot of the people who might be supporting or buying for Gen Z – over half of US mums, for example. These are the types of people who have considerable buying power, so remember to consider them in your broader plans for Gen Z.â
Pinterest advises that marketers should look to highlight key trends to older audiences, by showcasing whatâs popular among young audiences.
These are some valuable insights, which could help you target and refine your Pin marketing campaigns. I mean, it mostly boils down to âbe aware of trendsâ and âmake it easy to shopâ, but there are some specific notes in here which could refine your approach.
And thereâs even more information in the full report, which you can read for yourself here.
