Pinterest has become a significant platform for Gen Z, making up 42% of the global monthly user base. Gen Z users on Pinterest are 1.3x more likely to shop online compared to non-users, and Gen Z searches have increased by 30% year on year.
Pinterest has identified six key points to help brands reach Gen Z:
Appear when they search: Gen Z uses Pinterest as a search engine, and their searches are up 30% year on year. Brands should optimize their Pins for Pinterest search and use keyword targeting for campaigns.
Build traction for transactions: Gen Z saves nearly 2.5x more Pins and makes 66% more boards than other generations. Brands should use upstream CTAs to build engagement and use retargeting to reach people who interacted with their content.
Make it shoppable: 63% of weekly Gen Z Pinners say they're 'always shopping'. Brands should think about visual search and take advantage of direct links.
Stay ahead of the trends: Gen Z is constantly searching for new aesthetics and are early adopters of trends on Pinterest. Brands should use Pinterest Predicts and the Pinterest Trends tool to find emerging trends.
Connect them to culture: Gen Z uses Pinterest to connect with pop culture and build communities. Brands should help them prep for big cultural moments and support their online worlds.
Don't forget the people shopping for them: Gen Zers aren't the only ones shopping for Gen Z. Brands should encourage people to share boards with others in their lives and speak directly to parents with info about Gen Z trends and tastes.
In conclusion, Pinterest is a valuable platform for brands to reach and engage with Gen Z, with its unique features and user behaviors providing numerous opportunities for targeted marketing efforts.
