August 23, 2022
There’s a day for everything, literally. Marketers are expected to have a list (a country mile long!) of every national day under the sun that MIGHT loosely tie into the product your brand is offering. Specialise in funky socks? No problem, there’s countless national days to boost your sales for that too! National socks and sandals day a side, the dates you need to be focusing on throughout the rest of 2022 focus heavily on Peak season, and one platform in particular that has stacks to offer to capitalise on the seasonal shoppers is Pinterest.
Pinterest sees users flock to the platform for inspiration on anything and everything, from party decor to wrapping styles and thrifty DIY gifting. Our Paid Social Executive, Charlotte, covers how you can get the most out of your Pinterest ads throughout Q4 below…
Halloween - 31st October
It flashes us by in the blink of an eye but the spooky season is something retailers should seriously be factoring into their marketing planning. For those that offer anything from fashion to home decor, to crafting goods, Halloween can be a cracking opportunity to expose your brand to new customers on the hunt for their upcoming parties and celebrations.
Let’s say you’re hosting a party that’s themed - where do you look for your decoration inspo? Or you’re looking to pull together a costume using pieces you already own rather than buying an entirely new (and obvious!) witch ensemble with hat & broom. Pinterest is the go-to platform for users to begin their shopping journey.
Top performing keywords include ‘Halloween outfits’ and ‘Decoration Ideas’ with the platform seeing an average of 26.6 million saved pins relating to Halloween each year!
Black Friday - 25th November
A date we know you’ll already have FIRMLY in the calendar. The one and only... Black Friday. If you haven’t already, now’s the time to get the planning wheels in motion, we’re already underway with our Black Friday discussions with clients to ensure they’re prepared as timely as possible. 71 % of Black Friday traffic is driven by mobile shoppers, and the demand the date brings increases year on year - so don’t expect this year to differ too much. Adding shopping campaigns to your strategy in advance of the big BF can see a significant increase in your performance.
Advertisers that included shopping campaigns as a part of their mix on Pinterest during Q4 2021 saw an average increase in sales per impression by 16% YoY - That’s actually 8x higher than those who didn’t invest in shopping during that same time period, so don’t miss out on maximising your results this Q4.
Source: Pinterest
Christmas Gifting (From now until Christmas Eve!)
I hate to break it to you, but there’s just 124 little days until the big C lands. For all we’re clinging onto the final days of our late British summer, many of us are already thinking about Christmas lists for loved ones. For the early shoppers out there, kudos to you - that’s a different realm of organisation! But when it comes to knowing when to market to the gifting shoppers, how early is TOO early?
The thing with Pinterest is it’s an all-year-round gift inspiration tool for 2.5 million pinners, so Christmas aside, there’s never really a ‘wrong’ time to serve users gifting ads - In fact, more than 50% of gifted-related searches on the platform are not linked to a particular occasion, and Pinterest users are 50% more likely to have bought a gift in the past month compared to non-users. That being said, for all the gifting spike consistently starts to climb from September onwards, really peaking at the end of October as we pass through Halloween and into the festive season, stats show 26 Million related searches and 104 Million ideas saved related to 'Christmas' between Jun-Dec 2021.
Key Takeaways:
- Q4 is packed with opportunities to capture active Pinners - think wider about how you can tap into this audience through Halloween, Black Friday/Cyber Weekend, and through the festive period.
- It pays to start early, literally. Pinners start their planning for any seasonal event as much as 4 months earlier than users of other platforms. Act fast to capitalise on this!
- Nearly 80% of all Pinterest users browse via mobile - make sure your ads are optimised for the best user experience possible.
- Inspire your audience with helpful content they’ll find useful in formats they’re more likely to engage with - whether that’s images, carousels or videos.
If you’re looking to learn more about our social media offering here at Ortus you can do so using the button below!
