Pinterest launched a new tool Tuesday called Pinterest Trends that enables people to access the platform’s top search keywords in the U.S. over the past 12 months.
Pinterest Trends, which is currently in beta, has begun rolling out on desktop in the U.S. and will eventually be extended worldwide. Starting in early January, anyone will be able to access Pinterest Trends, without logging into the platform, on their desktop or mobile browsers.
The company said in a blog post that more than 320 million people worldwide turn to its platform for inspiration, with over 200 billion ideas saved to more than 4 billion boards to date.
“People come to Pinterest early to plan for all of life’s moments, from major holidays to sporting events to seasonal celebrations. As a result, we’ve aggregated and anonymized insights on the ever-evolving tastes of our audience,” said Pinterest ads product marketing manager Nidhi Sapra in an email.
The new tool can help brands get a better understanding of when search terms peak on Pinterest and gain deeper insights into planning behavior on the platform so that they can most efficiently allocate their budgets.
Pinterest said the Trends tool can also aid brands with validating their assumptions about current trends, and in learning keywords to embrace or avoid when planning their campaigns.
“For years, businesses have asked for access to rich Pinterest trends data as they plan their campaigns and craft their creative strategies, but they haven’t had a scaled, self-serve way to access these trends,” he said.
Search queries through the tool can be refined with the aid of auto-complete suggestions.
“We aim to empower Pinners, bloggers, media planners and creative strategists to get a sense of the latest trends and tell a better story about audiences and key moments on Pinterest,” Sapra said.
“In the coming months, we plan to introduce additional features allowing users to explore deeper insights for Pinner behavior on the platform, including aggregated demographic and geographic data related to a selected term.”
Pinterest also shared some examples of how brands have used analytics and insights to refine their strategies.
Food and travel media network Tastemade uses video analytics and audience insights to back its programming decisions. Over the summer, the brand noticed that content related to watermelon was outperforming similar topics across platforms, so it created a dedicated board on Pinterest, leading to a viral watermelon-focused Pin campaign, according to the blog post.
And grocery chain Albertsons developed a campaign to drive store sales for its private label brands after seeing searches for pumpkin alcohol drinks rise by 154% from October 2017 through 2018, while searches for Friendsgiving party ideas went up 475% over the same time period, holiday grazing tables soared 500% and Christmas desserts climbed 229%.
Chad Coester, senior vice president of Albertsons’ Own Brands private label division, said in the blog post, “Albertsons shoppers want to stay ahead of the curve when it comes to new and exciting trends. We believe Pinterest is the perfect platform to inspire shoppers with a new take on holiday classics as they plan for the season. Using Pinterest Trends online and in-store enables Own Brands to be top of mind in a truly innovative way.”
Pinterest also released its annual Pinterest 100 list of its top emerging trends for 2020 Tuesday.