With the cold winter months right around the corner, Pinners have turned to the platform to discover fresh ideas to inspire them while they’re getting ready for the season.
To help businesses develop impactful winter season content, Pinterest has identified key themes with helpful insights to help brands reach consumers as they’re considering their purchases for the colder months ahead.
When it comes to excelling with a fashion-forward winter wardrobe, Pinners are thinking about ways they can stand out. Pinterest has seen an increase in searches for ‘long sleeve dress’ by 45 per cent, ‘cold weather outfits’ by 35 per cent and ‘winter capsule wardrobe’ by 75 per cent, just as a few examples.
For homewares, Pinterest has identified that Australians are keen for cozy and comfortable living, with searches for ‘cozy room’ increased by 90 per cent, ‘cozy house’ by 95 per cent, and ‘living room decor cozy’ by 170 per cent.
On top of that, being minimalist is still the trend for the home, with ‘minimalist kitchen’ searches increased by 100 per cent and ‘minimalist home interior’ increased by 45 per cent.
Here are seven easy ways to help businesses reach more Australian users shopping for Winter essentials on Pinterest:
- Find out what your audience wants
The Audience Insights tool (accessible with a business profile) helps businesses find out what their audience is searching and saving.
They’ll also be able to find data on the audience’s age, gender, location and device usage in order to help them decide what products to feature with their content.
- Start early
Since Winter shoppers primarily use Pinterest to discover new ideas, it’s important to share related content on Pinterest earlier than on other platforms.
Businesses can reach people as they start planning and before they’ve decided on a brand or product, so they are more likely to pop back into their mind when they’re ready to make a purchase.
As a general rule of thumb, seasonal content should be shared on Pinterest two – three months prior to the event.
- Feature seasonal content
Businesses can make their Pins feel more relevant by featuring seasonal content or showing how your product fits into a shopper’s everyday lives during the Winter season. Here is an example of a great seasonal Pin.
- Build vertical Pins
When building their Winter creative content, businesses should keep mobile in mind and tailor the font size to phone rendering to make sure that the Pin is legible on small screens.
The ideal dimension is 1,000 pixels x 1,500 pixels or 2:3 aspect ratio.
- Use text overlays
Fact: Pins that include descriptive text over an image tend to see a 6 per cent increase in sales over Pins that simply contain a standard stock image.* Using text overlay this season will make it easier for Pinners to understand a product’s unique features.
Adding headers, subheaders, and annotations, or taking a creative approach to typeface and image will make Pins more interesting. It’s important to keep text clear, concise and focused.
- Make Pins useful and informative
Want a sure way to make brands and products see immediate results? Feature informational creative content. Images on a Pin should help people understand why a product or brand is right for them.
- Stay consistent
Pinterest has found that consistency improves performance: Pins that go to landing pages with similar imagery tend to result in 13 per cent higher online sales.
Businesses should make sure that when people land on their page after clicking on a Pin on Pinterest, the look and feel of the website matches that of their Pins.
Pinterest provides a great opportunity for businesses of all sizes to inspire shoppers at just the right moment. These Winter insights show that people on Pinterest are looking for inspiration to get ahead of the upcoming season with the right trends, which is an opportunity for businesses to adapt to more relevant purchases.
Pinterest recently introduced Idea Pins and expanded their Shopify partnership to boost social commerce globally.
