In an age dominated by platforms like Instagram, TikTok, and Snapchat, Pinterest is emerging as a significant player, especially among Gen Z users. With over 200 million young users monthly, Pinterest has become a go-to destination for Gen Z to explore their interests and bring their ideas to life.
According to Pinterest’s recent report titled “It’s a Gen Z World. Here’s how brands can thrive in it.”, Gen Z constitutes a substantial portion of the platform’s user base, making up 42% of their global monthly users. This demographic is not only actively engaged on the platform but is also 1.3 times more likely to shop online compared to non-users.
[Image Creds: Pinterest Business]
To better understand Gen Z’s preferences and behaviours on the platform, Pinterest conducted extensive research, which led to the identification of six key strategies for marketers to reach this audience effectively:
- Appear when they search: Gen Z heavily relies on search functionality, making it crucial for brands to optimise their content to align with emerging search trends on Pinterest.
- Build traction for transactions: Pinterest’s saving and board creation features indicate future commercial intent, with Gen Z being 7 times more likely to purchase a previously saved product. Marketers should leverage these actions to drive downstream behaviours.
- Make it shoppable: With 63% of weekly Gen Z Pinners always shopping, brands should provide seamless shopping experiences on Pinterest, leveraging features like visual search and direct links to products.
- Stay ahead of the trends: Gen Z is constantly seeking new looks and personas, driving early search momentum for emerging trends. Marketers need to anticipate these shifts and create content that resonates with their evolving interests.
- Connect them to culture: Gen Z is deeply immersed in pop culture, and Pinterest serves as a platform for them to explore and connect with various communities and interests. Brands can capitalise on this by creating content that aligns with cultural events and interests.
- Don’t forget the people shopping for them: Apart from targeting Gen Z directly, brands should also consider the influencers and decision-makers in Gen Z’s life, such as parents and friends, who play a significant role in their purchasing decisions.
[Image Creds: Pinterest Business]
These insights offer valuable guidance for marketers looking to refine their Pinterest marketing strategies and effectively engage with Gen Z audiences. By understanding their preferences and behaviours on the platform, brands can create more relevant and impactful campaigns that resonate with this influential demographic.
[Featured Image Creds: Pinterest Business]
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