New Insights Reveal Pinterest Is An Auto Market Powerhouse

Berlin, Germany - 7th July 2020: Ford Puma EcoBoost Hybrid stopped on a street. The Puma is offered with a mild hybrid 1.0 litre EcoBoost three cylinder turbo gasoline engine.
B&T Magazine
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The auto market has historically been an unsung hero at Pinterest. But new Nielsen research revealed by the platform at a Thursday webinar shows this market is a powerhouse.

Yesterday, B&T in partnership with Pinterest held a webinar about the visual discovery engine’s fastest growing category, globally—the auto industry—with insights from Ford’s global head of media, Andrea Zuehlk, and Pinterest’s global auto strategy lead, John Gray, among others.

But just in case you happened to miss the collaborative webinar (you can watch it here), which was full of pretty staggering insights, we’ve put together a breakdown of some of the key takeaways.

Let’s start with Pinterest

Straight up, Pinterest is a marketing weapon—globally, 443 million people come to the platform each month, with a none too shabby 7.9 million unique visitors in Australia, per month, too.

The coronavirus pandemic has driven 39 per cent year on year growth for the company, it noted; however, Pinterest argues that users are coming to it en-masse because they are trying to make “the new normal better for themselves and the people around them”—a nice sentiment.

And that’s not just to pin haircuts or home renovations, either.

Of its users, as many as 98 per cent report trying new things they find on Pinterest. This aspect, Pinterest argues, has allowed it to carve out a new area of the internet—a visual-first, personalised discovery engine.

“Pinterest is not a place to socialise with your friends, or discuss world politics. I didn’t open Pinterest to check the [US] election results today. If I was going to open it for anything, it was meditation exercises,” Pinterest auto lead ANZ Frank Masterson joked.

Beep, beep: Here come the auto stats

The auto market has historically been an unsung hero at Pinterest. But new Nielsen research revealed by the platform at yesterday’s webinar shows this market is a powerhouse.

Take for example the fact that two in every five Pinterest car shoppers globally look at different car models they had not previously considered, while using the platform.

Or that two in every three Australian Pinners who purchased a car in the last 12 months used Pinterest in the lead-up to their purchase, arriving at all stages of the purchasing journey but mostly favouring a visit to the platform during the ‘idea gathering’ phase.

“Pinterest is a place where people come with an open mind,” Pinterest insight lead ANZ Shannon Austin told the webinar’s audience, while revealing 56 per cent of Pinner auto shoppers use Pinterest to gather vehicle ideas.

Importantly for brands, the research also found that this leads to people taking action: three in five Pinner auto shoppers report taking a sales related action—clicking or saving a pin, or doing additional searches, for example—after seeing branded auto content on Pinterest.

“This desire to take action makes a lot of sense,” Austin said. “We know that people who are coming to Pinterest are seeking inspiration and they are full of intent.”

And it just so happens that Pinners possess a great deal of purchasing power, to boot: Pinterest reaches two out of every five Australian households with an income of greater than $100,000.

Keen to learn more? You can watch a replay of Pinterest’s inspired auto webinar in full, here.

Featured image source: iStock/Tramino

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