In its annual report, social media platform Pinterest has unveiled its predictions for the trends of 2023. The report is based on the analysis of global searches conducted on the platform from September 2020 to 2022. These predictions aim to guide brands in their communication campaigns to reach the high-end audience on Pinterest.
Pinterest is known as a platform for visual inspiration, with over 400 million active users worldwide. In France alone, the network receives 17 million visitors every month. While the platform’s community is predominantly women, there is an increasing presence of men and Gen Z users. A study from November 2018 revealed that 89% of Pinterest members have used the platform for inspiration before making a purchase. The platform’s focus on positivity and inclusivity also influences the behavior of its audience, with 6 out of 10 users more likely to remember a brand that appears in a positive environment.
These characteristics make Pinterest an attractive platform for luxury brands to target consumers who are willing to spend to satisfy their desires. In France, Pinterest users reportedly spend 30% more each month compared to users of other platforms in the fashion and beauty segments. According to GlobalWebIndex analysis, 70% of Pinterest users have purchased a luxury product.
With its segmentation tool “Pinterest Trends” launched in October and the annual “Pinterest Predicts” reports, brands have the opportunity to create relevant communication campaigns based on the searches and needs of Pinterest users. Advertising strategies can be based on emerging or popular searches, utilizing the trends identified by Pinterest.
An example of the effectiveness of this approach is Guerlain’s content promotion for its Rouge G lipstick. By aligning with the emerging trends and promoting the lipstick in various ad formats, Guerlain increased brand awareness by 14% and achieved a 40% incremental add-to-cart rate, especially during the Christmas holidays.
Looking ahead to 2023, Pinterest has identified some upcoming trends based on its analysis. Non-conformism seems to be on the rise, with searches for “dystopian” and “avant-garde” outfits increasing among Generation Z and Millennials by 215% and 225% respectively. In terms of colors, while Stylight and Viva Magenda predict green to be the flagship color of the year according to Pantone, Pinterest has noticed the growing popularity of orange tones, particularly terracotta and copper. Other trends to watch out for in 2023 include inspiration from romantic comedies from the 2000s, veils with lace, tulle, and ruffles, fringe clothing, passion for mocktails and cocktails, and vintage appeal.
Useful links:
1. Pinterest (official website)
2. Pantone (official website)
