Pinterest Presents 2022
On an annual basis, Pinterest has been producing a one-hour presentation that shares what’s new on the platform and what to expect coming down the line for creators and advertisers.
It’s a jam-packed presentation that shares the possibilities and opportunities that exist on the platform. You can think of it as a long format commercial featuring the highlights.
Don’t have time to spare an hour, I got you. This year there was a focus on shopping, advertising on the platform and Pinterest Predicts.
I’m sharing my take after watching and here are the highlights:
- Pinterest is a vibe
- Perk up for new trends
- Brands are partnering with Pinterest
- Shopping on Pinterest
- Pinterest for creators
Pinterest is a vibe
New trend alert! It’s not on trend to create a toxic or mentally draining social platform full of inauthenticity, negativity or trolls. Pinterest is the anti-social platform built on a foundation of positivity, inspiration and inclusivity.
Not long into watching the Pinterest Presents presentation did I already see my mood shift to root for this platform that has been named the most positive place on the internet.
The look and feel of Pinterest is different and coming from Ben Silbermann, CEO at Pinterest, that is intentional.
Perk up for new trends
One important feature that Pinterest shares that is based and driven by data is Pinterest Predicts. The platform identifies early on concepts and ideas that are likely to take off in the following year. We got a glimpse of what Pinterest predicted for 2022 in the fall of 2021. Here are the featured examples from within the Pinterest Presents presentation:
- Goth – Incorporate goth elements into home decor and fashion like goth pajamas
- Altbashes – Celebrating everyday live events such as throwing a party for your newly adoped dog
- Dopamine Dressing – Wearing colorful and bright clothing to elevate your own personal joy and the joy of others rather than dressing down and neutral
Brands are partnering with Pinterest
Many big brands are joining Pinterest to post and share ads. A SaaS company called Sage was profiled in the presentation showcasing the fact that companies that you wouldn’t expect to see on Pinterest are in fact seeing the value in using the platform to advertise their services.
Sage used a Pinterest Predicts trend in 2021 of “bet on yourself” which highlights the entrepreneurial spirit that rose during the pandemic. This trend was used by Sage in a campaign called “back yourself” to reach new audiences on Pinterest who were searching for small business resources as they launch their own businesses.
Sage initially came to Pinterest for brand awareness, but quickly learned that they were getting many conversions and new leads for their business.
Shopping on Pinterest
Pinterest is determined to elevate the shopping experience for users. Shopping isn’t meant to be a chore. Instead, Pinterest is changing the online shopping experience to make it easier for the buyer.
Individualized shopping experience
Pinterest explains that shopping is different on Pinterest and is becoming easier than ever. A personalized shopping experience has rolled out for users in the Pinterest shop which shows unique items individually personalized for the specific user, based on their interests and likes. Think of it as a curated shopping event each and every time you go to your own shop.
Merchant Details
A new way to share what your brand is about just got easier. Pinterest is allowing merchants to add details about their business on their profile (think keywords) that represent the brand’s values.
Many buyers on Pinterest purchase with their values in mind and Pinterest is making it easier for the user to find brands that align with their personal values.
It’s an easier way for shoppers to see what the brand is about and quickly assess whether those values align with their own. Examples include: “owned by Asian or Pacific Islander” details or “Black owned”.
Easy shopping checkouts
The check-out process on Pinterest is getting way easier and will follow the model of “see it, love it, buy it.” With a curated and individually targeted shop, monthly active users can go from seeing an item for the first time to buying it in the next moments.
The ease of shopping and checkouts expected on the platform will likely drive ad spend and more product offerings down the line.
Pinterest API for Merchants
Merchants will have a shopping API so that any updates to products can seamlessly update to Pinterest.
For example, when your product catalog has a price change, the change will be reflected on Pinterest through the API. Or if the product sells out, the API will connect with Pinterest to show the product availability details.
All this is possible when the merchant has their product catalog set up and up to date.
Pinterest for creators
Creators get burnt out on all the other social platforms, but not on Pinterest because the platform is rooted in positivity and inclusivity.
Pinterest is an excellent place to be as a creator because of your ability to tell stories. Storytelling is how you connect with your ideal customer and specifically through using idea pins to share your content in videos.
On Pinterest you drive audiences to try something new. And “an audience that tries is an audience that buys” according to Chief Content Officer, Malik Ducard.
Additionally, Pinterest is the place for brands to find creators to partner with. Finding creators that are safe for your brand is built into the platform especially with initiatives of signing the creator code. Creators on Pinterest lead with their values and that makes it easy to pair up and partner brands with creators.
What is inspiration?
Pinterest did a study to identify what is inspiration. They were surprised to find that half of it is about the spark, or thrill to experience a new idea. But the other more important half was the “movement phase” where it’s all about action. And inspiration has the power to move your audience towards decisions about purchasing.
Watch tab
That watch tab on Pinterest showcases videos from creators and brands. It’s a great place to get inspired to try new ideas. A 40% increase in idea pin creation took place from Jan 2021 to December 2021. But it’s not too late to start creating using this new pin format. I even wrote a post about all the different pin types.
Conclusion
Pinterest is the nicest place on the internet because creators are held to a higher standard with the creator code and creators lead with their values close at heart. Also, it’s the place to realize your best life rather than sit in the comparison trap that exists on other social platforms. Per Malik Ducard, “Don’t sleep. Don’t sleep on Pinterest.”
Want to watch the replay for yourself? Check out the video here.
What is your biggest takeaway from Pinterest Presents this year? Share in the comments.
Southern California based Professional Organizer, Sandy Park, owner and founder of Tidy with SPARK shares her joy of organization with her clients.
She serves clients in Orange County as well as the hundreds of thousands of followers on her combined social media platforms.
Connect with Sandy through her website or by connecting through her social channels.