Brands Taking Pinterest’s Advice Can Have a Happy Father’s Day

15 million Pinterest users save 45 million Father’s Day pins every year

Yes, we know, we haven’t even celebrated Mother’s Day yet, but Pinterest wants to ensure that brands on its platform don’t miss out on Father’s Day.

Creative strategy lead, West Brad Spychalski said in a blog post that 15 million users save 45 million Father’s Day pins every year, and 4 million users conduct 12 million related searches.

Spychalski added that the “modern dad” spends an average of 59 minutes per day caring for his kids, compared with 16 minutes in 1965, adding the following statistics about dads on Pinterest:

  • 66 percent say Pinterest helps them find things they want to buy.
  • 70 percent say Pinterest introduces them to new brands and services.
  • 82 percent say it helps them discover new things.

Spychalski shared the following tips for brands formulating their Father’s Day campaigns:

  • Go where the dads go: Dads’ top categories include do-it-yourself projects, home decor, style, food and drink and the outdoors. Some specific topics they really like include garage DIY, road trips, man caves, hairstyles, tattoos, grilling, breakfast, camping and travel.
  • Get creative: The Pinterest 100 highlights this year’s biggest trends for men, from statement socks to outdoors-inspired casual wear. Use these trends to create special products and experiences for dads.
  • Take the guesswork out of gifting: Create a board to highlight the gifts dads really want. Gift traffic picks up in May, so make sure your boards are up by then.

He also suggested the following keywords for campaigns on Pinterest: fathers day, fathers day gifts, fathers day ideas, fathers day crafts for kids, fathers day crafts, fathers day cards, fathers day DIY, fathers day homemade, fathers day activities and fathers day brunch.

And suggested interests for targeting include: humor, outdoors, food, travel, DIY, crafts and kids. David Cohen is editor of Adweek's Social Pro Daily.