It is the object of Pinterest’s latest research report, which identifies the main usual changes, based on research trends on the platform, which could indicate new opportunities or options to refine your brand’s message depending on the next step.
As explained by Pinterest:
“We’ve conducted proprietary research to see how consumers feel during this time of transition. Many have spoken of a tension between arousal and anxiety. They are excited to see friends and return to more social environments. At the same time, they worry about feeling comfortable in public spaces, going back to commuting and losing some of their flexibility from last year. “
Pinterest also notes that many people have developed new positive habits during COVID, establishing new rituals and redefining the way they spend their time.
“They take pride in their personal growth. And as their lives get busier again, they want to make sure their new ways stay true. In fact, they fear losing those healthy routines once the hustle and bustle of life picks up again. . This is where your brand comes in. “
Based on this information, Pinterest established ffive new market figures to note:
- The Ritualist of Routine – People looking for ways to maintain their newly established routines as ‘real life’ resumes
- The priority parent – Parents looking to maintain the stronger bonds they have developed with their families during COVID shutdowns
- The new nomad – Many people have been outdoors in the past year, working in their gardens or camping to get away from it all. These trends are expected to continue beyond the pandemic.
- The eco evangelist – People seeking more sustainable practices due to increased global awareness and concern.
- The emerging entrepreneur – Many people have also taken the time to reassess their career development, in line with their values, and have since adopted new approaches to professional development.
For each of these changes, Pinterest highlighted the top search trends that underscore them, which in and of themselves point to potential new opportunities.
There are some interesting ideas here, which highlight the evolution of the use of the platform and the ways in which brands should be looking to adapt their message for the next step.
These same trends won’t hold true for all social media, but for Pinterest in particular, it’s worth noting these changes and considering how your offers and Pins match up.
And with 478 million users , and on the upside, it’s worth considering your Pin marketing options, especially for e-commerce brands.
You can read the full “Inward, Onward” trend report from Pinterest. here.