Marketing to Gen Z on Pinterest: Key Insights and Strategies
Kerry Baker
Driving Social Media Strategy & Engagement | Head of Social Media at JDR Group | Helping SMEs Grow with Targeted and Effective Campaigns.
Gen Z, a digitally native and influential demographic, is increasingly using Pinterest for inspiration and information. Comprising over 40% of Pinterest's global monthly users, they actively engage in searching, saving, and shopping. Here are some key strategies for marketers to effectively reach this audience:
1. Optimise for Searches
Gen Z uses Pinterest as a search engine, with searches up 30% year-on-year. To capture their attention, optimise your Pins with relevant keywords and consider keyword targeting in your campaigns. Expand your keyword range beyond your immediate category to appeal to broader interests.
2. Encourage Engagement
Gen Z saves nearly 2.5 times more Pins and creates 66% more boards than other generations. Boost engagement through upper-funnel campaigns and use the Pinterest Conversions API to track performance. Retarget users who have shown interest in your content to drive conversions.
3. Make It Shoppable
Many Gen Z Pinners are 'always shopping.' Leverage Pinterest's visual and direct link features to create immersive shopping experiences. Formats like carousels and collections can showcase product variations and themed sets, driving higher engagement and conversions.
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4. Stay Ahead of Trends
Gen Z constantly explores new aesthetics and trends. Use tools like Pinterest Predicts and Pinterest Trends to identify and capitalise on emerging trends. Create content that helps users discover and shop for these trends with personalised and visually appealing suggestions.
5. Connect to Culture
Gen Z is deeply embedded in pop culture, using Pinterest to plan for festivals, explore fandoms, and more. Develop content that helps them prepare for cultural events and enhances their online presence. Target specific interests like gaming or celebrity content to foster deeper connections.
6. Cater to Secondary Shoppers
Remember that it's not just Gen Z shopping for themselves—parents, friends, and others often buy for them. Create campaigns that cater to these secondary shoppers, providing insights into Gen Z preferences and making it easy for them to find suitable gifts.
By understanding and adapting to Gen Z's behaviours and preferences on Pinterest, marketers can build more effective and engaging campaigns that resonate with this dynamic audience.