It may come as no surprise to us moms who have been using Pinterest for years that our Gen Z young adults, who were born between the mid-1990s and early 2010s, are a significant and growing demographic on Pinterest. After all, they’ve been looking over our shoulders for years as we used the platform and listened to us discuss the platform in a glowing light.
What does that mean for brands and businesses using the platform? Here’s a detailed look at Gen Z users’ behaviors and preferences on the platform:
Engagement and Usage
High Engagement Rates: Gen Z is highly active on Pinterest, making up 42% of Pinterest’s monthly active users. They save nearly 2.5 times more Pinterest pins and create 66% more Pinterest boards than other generations. Based on their Pinterest activities, this engagement shows us a strong intent to purchase, indicating a great opportunity for businesses to reach this target audience.
Shopping Habits: Gen Z users on Pinterest are “always shopping.” About 63% of weekly Pinterest users in this age group engage in online shopping activities. They are 1.3 times more likely to purchase products online compared to non-users. They primarily use Pinterest to discover new products and new brands, highlighting the platform’s role in their shopping journey.
Trend Adoption: This demographic is known for its rapidly changing tastes and frequent searches for new aesthetics and trends. Popular search terms include “old money aesthetic” and “suburban aesthetic.” Gen Z’s early adoption of Pinterest trends often drives broader trend momentum across the platform, making it crucial for brands to stay ahead of the top searches.
Marketing and Content Strategies
Authentic and Socially Aware Content: To effectively reach Gen Z, content must be vibrant, authentic, and socially aware. Incorporating trending topics, social issues, and sustainable practices can significantly enhance engagement. Creators can post short, captivating videos that effectively capture their attention on social media platforms.
Shoppable Content: Making content shoppable is crucial, as there has been an 86% year-over-year increase in Gen Z clicks and saves on shoppable pins. Features like visual search and related products help tailor the shopping experience to their tastes, enhancing the Pinterest strategy.
Cultural Connections: Gen Z’s engagement with pop culture is strong, and they use Pinterest to plan activities related to festivals, movies, and other fandoms. Creating content that aligns with these interests can help brands connect more deeply with this Pinterest audience.
Advertising Effectiveness
Return on Ad Spend (ROAS): Pinterest ads deliver a 2x higher ROAS than other digital platforms, making it a cost-effective option for reaching Gen Z. Brands that set up Pinterest product catalogs receive five times more impressions on their product pins than those that don’t. This highlights the importance of a well-structured Pinterest marketing strategy (Sprout Social).
Discoverability: Many Pinterest searches are unbranded, allowing new brands to get in on the viewership more easily. This unbranded search behavior will enable brands to reach Gen Z users exploring new products without preconceived brand loyalty. Leveraging Pinterest advertising can significantly boost brand awareness among this demographic.
Overall, Pinterest provides a robust visual search engine for engaging with the Gen Z user base. This growing group is deeply involved in trendsetting, shopping, and cultural activities. Brands looking to connect with this demographic should focus on creating authentic, visually appealing, and socially conscious content that leverages Pinterest’s unique features. By understanding these behaviors and preferences, brands can better tailor their strategies on Pinterest and other social networks, ensuring they resonate with Gen Z and maximize their reach and engagement.
Your Pinterest business account offers significant opportunities for targeting Gen Z. Regularly updating Pinterest business accounts with fresh, trend-oriented content can lead to improved visibility in search results and lead to increased engagement from this growing audience. With a strong focus on new ideas and an ever-evolving platform, brands can make the most of Pinterest statistics to refine their approach and achieve greater success.
Disclaimer: This article was written with the help of AI. I check all articles for accuracy and content.
