Pinterest has launched a Holiday Campaign Hub to help optimize festive season campaigns using products like Promotions, Pinterest Performance+, and Conversions API. Monthly Pinners spend 19% more on festive purchases than users on other platforms. Promotions can highlight discounts and drive more conversions. Performance+ uses AI to streamline campaign setup and improve results. The Conversions API provides better ad performance insights.
Pinterest's study highlights the importance of targeting both passive and active attention in ads to drive interest and action. Amplified Intelligence found that passive attention, often overlooked, is as crucial as active attention. Pinterest excels in capturing total attention, with ads delivering 7.3x more passive attention and 170% more total attention than other platforms. Effective strategies include contextual and emotionally engaging content.
Gen Z makes up 42% of Pinterest's global users, with a 30% increase in their searches year on year. These users are 1.3x more likely to shop online. To engage with Gen Z, brands should appear when they search, build traction for transactions, make content shoppable, stay ahead of trends, connect them to culture, and consider those shopping for them. Gen Z uses Pinterest for interests like gaming, celebrities, and planning online hobbies.
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Pinterest has identified top trends for 2024 to help users stay ahead. These include 'Be Jelly', 'Hot Metals', 'Blue Beauty', 'Dirt Flirts', 'Give a Scrap', 'Western Gothic', 'Make It Big', 'Kitschens', 'Rest Stops', 'Head to Glow', 'Groovy Nuptials', 'Jazz Revival', 'Cute Coins', 'Making a Racket', 'Eclectic Grandpa', 'Aquatecture', 'Melty Mashups', 'Inchstones', 'Knockout Workouts', 'Bow Stacking', 'Tropic Like It's Hot', 'Cafécore', and 'Big Talk'.
