Platform pointed out that this portion of the population represents more than 40% of its global user base
Pinterest has released the report “Generation Z has taken over the world. Understand how brands can take advantage of this moment”, which offers information about the population born approximately between 1997 and 2012 and gives tips for advertisers to communicate with them.
According to the data, the so-called GenZ represents more than 40% of the platform’s global user base and is more engaged than others, resulting in a 30% increase in searches year after year.
Furthermore, the data also indicated that, for them, Pinterest is not an “active pastime” like other social networks, causing this segment of the population to use the platform with purpose and purchasing intent. The report indicated that 84% of these weekly users say they discover products that suit their taste or style while shopping on the site.
Based on the research insights, Pinterest has also put together some tips to help marketers better understand and reach this audience in a meaningful way.
Among the tips, the platform highlighted the importance of brands appearing in searches, since as Generation Z gets older, they start looking for ideas for everyday decisions and purchases and, according to the report, this movement means commercial interests such as food and drink, which are searches that grew 37% compared to the previous year for Generation Z, and fashion.
The second tip is to create traction for transactions. According to the data, Gen Z saves almost 2.5 times more pins and creates 66% more boards than other generations, and they are seven times more likely to purchase products they have previously saved.
This information indicates that, for brands, this type of engagement must be aligned with campaign tactics, whether diversifying CTAs to encourage a broader combination of actions or engaging users who have previously interacted with their content.
Another suggestion is to make products more shoppable, since the portion of Gen Z who use Pinterest weekly are 1.3 times more likely to have purchased online in the last week than people who don’t use the platform.
As a generation that is known for being on the go and always on the lookout for new trends, it is also important for brands to identify new tastes early and, to do this, they can use Pinterest Predicts and Pinterest Trends tools to guide these people to make choices using fun ad formats, such as Quiz Ads.
Finally, Pinterest suggests that companies connect people to culture, helping this segment of the population prepare for big cultural moments, for example, and posting shopping guides with products selected for different situations, such as special clothing or celebration ideas.
The full report can be found here.
