A Self-Service Insights Tool Is Coming to Pinterest in Early 2018

The social network also revealed The 100, its predictions for next year’s top trends

The 100, 2018-style Pinterest

Pinterest announced Tuesday that it is making a self-service insights tool available to businesses on the social network in early 2018.

The tool—which is currently being tested by “a select group” of brands—is powered by Pinterest’s Taste Graph, and it will show brands their audiences’ top categories and interests, down to specific interests such as farmhouse, kitchens and paint color.

This capability was previously available only on a case-by-case basis via custom reports for Pinterest’s strategic partners.

Interested brands can sign up here to gain access to the new tool when it debuts early next year.

Pinterest also unveiled the 2018 version of its The 100 list of 100 trend predictions for the upcoming year.

The complete board is available here, and Pinterest shared some insights on each section in a blog post:

  • Food and drink: This marks one of the social network’s largest categories, with more than 19 billion ideas, and Pinterest has seen a 46 percent jump in food-and-drink pins since last year.
  • Women’s style: 70 percent of female Pinners visit at least once a week, and Pinterest is home to more than 16 billion ideas.
  • Men’s style: The number of male Pinners has grown 50 percent over the past year, and Pins saved by those Pinners are up more than 80 percent. In addition, 72 percent of men on Pinterest say they are influenced by brands.
  • Beauty: There are some 48 million beauty Pinners, and Pins on the topic are up 75 percent year-over-year.
  • Kids and parenting: One out of three parents use Pinterest, and there are more than 2 billion related ideas.
  • Home: There are more than 14 billion ideas on related topics, and Pins in this area are up 75 percent compared with last year. Pinners spend 27 percent more on décor than non-Pinterest users.
  • Travel: Pinterest has more than 4 billion ideas, with related Pins up 33 percent year-over-year. 68 percent of Pinners say they search the social network for destinations to visit in the future.
  • Celebrations: Pinners are three times more likely to plan events.
  • Wellness: 61 percent of Pinners say they find their best ideas on this front on Pinterest, with some 2 billion related Pins.
  • Hobbies and interests: 73 percent of Pinners mine tips and tricks for projects and life hacks for more than 100 billion ideas and tutorials on Pinterest.

Also new for the 2018 edition of The 100 are expanded targeting options that tie into each one of the 100 trends on the list, marking the first time Pinterest is sharing targeting recommendations tied to the annual report.

Pinterest offered up air fryers as an example, saying that brands can use related expanded targeting options such as healthy recipes, party food, low-calorie recipes and kitchen appliances.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.