From 'virtual sleepover' to 'accent wall dots,' marketers are using Pinterest to find COVID-19 hobbies:
LightRocket via Getty Images
“It’s like this manifestation of ideas and an ideal state,” said Peter Chun, senior Vice President and global head of partnerships and growth at VaynerMedia. “It’s like a utopian view of a post-COVID world. And from a marketer’s standpoint, it’s actually a really good way to probably coordinate where consumer spend will ultimately get to.”
“This is the part I think a lot of people don't quite appreciate about Pinterest is that Pinterest is pretty good at predicting the future,” Mallard said. “And it's just because it’s inherent in the nature of the platform. Right? We’re seeing the earliest signals of what people intend to do. It's not a place where you go to look at what you did yesterday, you know, or to argue about politics.
“If you go into Google to search for something you’re going to do in the short term versus 45 days out,” Lowcock said. “You don’t tweet something that you plan to do in 45 days, or a photo on Instagram of ‘Here’s a photo of something I plan to do in 45 days.’”Indeed, some brands are taking Pinterest’s trend-spotting to heart.
“From a platform responsibility point of view, they are the absolute a leader in being a responsible platform,” Lowcock said. “Both in terms of of protecting users of the platform and the public at large and the interest of advertisers. And they absolutely don’t get enough credit for that.” While the company said usage dipped in the earlier days of quarantine, around 50% of engagement so far in Q2 has been from people that are new to Pinterest. On an earnings call with analysts last week, Pinterest Cofounder and CEO Ben Silbermann said total searches in the first quarter increased 60% year-over-year. New board creations were also up the same percentage, which he said indicates people were using the platform for new use cases.
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Repurposing Drugs Is Key To Fighting The Coronavirus Pandemic, This Virologist ExplainsThis virologist explains that repurposing drugs is key to fighting the coronavirus pandemic ForbesFrontlines
Read more »
Why It’s Not Too Late For Contact TracingAs the U.S. starts to reopen amid the COVID-19 pandemic, experts say we’ll need to track everyone who has come in contact with a COVID-19 patient to stop new ch…
Read more »
Why It’s Not Too Late For Contact TracingAs the U.S. starts to reopen amid the COVID-19 pandemic, experts say we’ll need to track everyone who has come in contact with a COVID-19 patient to stop new ch…
Read more »
Hamilton has only himself to beat onlineWhile Formula One rivals compete in virtual grands prix and various esports series during the COVID-19 lockdown, six-times world champion Lewis Hamilton has been busy racing against himself.
Read more »
Motor racing-Hamilton has only himself to beat onlineWhile Formula One rivals compete in virtual grands prix and various esports series during the COVID-19 lockdown, six-times world champion Lewis Hamilton has been busy racing against himself.
Read more »
FAQ on Food and COVID-19: Answers From a NutritionistShould you wipe down your groceries -- and is it safe to make food for other people? A registered dietitian shares the 6 biggest questions she's being asked about food right now:
Read more »