9 Insights on Emerging Trends on Pinterest

Pinterest has more than 400 million users daily looking for ideas and inspiration. Every year, the platform makes a report with trend forecasts for the coming year, and this year was no different. In 2020, people looked for new ways to better deal with life during the pandemic and, with that, new behaviors developed. Even in a troubled and changing year, 8 out of 10 Pinterest forecasts for 2021 have come true, impressive right?

According to Andréa Mallard, Marketing Director for Pinterest, the social network is a place from which to see the future, which people use to plan their next steps. That's why Pinterest Predicts is not an ordinary report. Based on internal data, the complete document gathers the main behavioral changes for the coming year, separated into groups: travel, well-being, food and beverages, home, fashion, beauty, parental care, celebrations, finances, and hobbies and interests.

Next, see the 9 insights we extracted directly from the report for you to keep an eye on:

1. Reinvent the common

Enough “new normal”! Nobody else cares about it, fashion is now reinventing. Starting with the home office look that has gained another level this year.

In 2021, people will adhere to the chic comfort style. The term is nothing more than the combination of sport + elegance. The flowing pants, casual jumpsuits and oversized clothes are taking the place of basic fashion to stay at home. Only the term Soft Clothing had a 185% increase in searches.

And how to take advantage of this in your planning? Help people to have maximum comfort in all aspects of life! Fashion brands can promote perfect clothing to combine comfort and elegance for remote work. Cleaning products or home appliance companies can invest in content on how to keep these fabrics always soft. Apply this trend to your reality!

2. Embrace natural beauty

Plastering makeup? No longer! Natural beauty is the star of the season, and the tendency is to let the real texture of the skin appear. Simplicity and sustainability become synonymous with elegance, and it is the big bet for 2021.

The beauty of the locks is also not left out. It's the braids' turn! People will bet on creativity and techniques to protect the threads and, at the same time, be stylish. The term Natural Daily Makeup rose 180% in searches, and Boxing Braid Without Knots + 150%.

With this, the beauty market gains a big gap! Skincare brands can now help people simplify their routines and discover products with natural ingredients. Makeup companies can share natural make-up tips for everyday life in the home office, photos and video calls. Among other possibilities!

3. Look inside

It is the turn of the internal rebirth. After so many riots in 2020, where it was not possible to explore the outside, people turned inland. And the fruits of that watchful eye will be seen in 2021.

When awakening their spiritual sides, people look for alternative methods to get a new look at the world. Protection crystals and horoscopes take on new meaning, as well as bathing and sleeping rituals. The searches most related to well-being were: Protection Crystals (+ 100%), Spiritual Cleansing Bath (+ 180%) and Affirmations Before Bed (+ 100%).

It's time to awaken your customers with their best versions! Stationery brands and packaged products, for example, can promote diaries and alerts to inspire self-reflection spiritually. Home-related product companies can show you how to bring positive vibes to the home. Other businesses can also take advantage of the trend to use colors associated with diverse spiritual properties!

4. Educate beyond school subjects

Even in this changing scenario, people do not want to transform themselves. Parents have a different mentality for their children's education. Sincere conversations will be on the rise in 2022.

Parents' interest now is to teach their children mindfulness, moral lessons and the things of life, seeking a balance of the mind. Creative Mind Mapping and Mindfulness Ideas for Kids grew 3x more.

And now it can also be your turn to help the new generation achieve great things! Technology or application services companies can sponsor morally aware content through trusted Internet services. In addition, children's brands can start putting positive messages on school materials or adding reminders of mindfulness in backpacks, lunch boxes, etc.

5. Do it yourself for your career

The boldness comes to open space in 2022 with people taking the reins of their own lives. A great team formed by you and yourself. According to the document, people want to be entrepreneurial and use Pinterest to start their businesses.

In this climate, entrepreneurship, small businesses and the capacity for invention will gain notoriety, with the surge in searches for Motivation for Entrepreneurs (+ 2x) and Ideas for Small Companies (+ 90%).

And your opportunity as a business is to inspire people who are embarking on entrepreneurship! Financial services and technology brands can assist this audience with budget tips to finance the business. Another idea is that supplement companies can share formulas to help increase focus and energy.

6. Take charge of the kitchen

Even in the kitchen, people will engage and take over the leadership to abandon the supporting role for good. The kitchen adventure has begun and people will recreate 5-star restaurant experiences in their own home!

People who enjoy good food will no longer depend on others to assemble their favorite dish! Recipes inspired by chefs, gastronomy techniques and presentation of dishes are on the rise. The term Decorations with Food rose 55%.

Inspire and help people easily stand out in the kitchen! Household or appliance companies can sponsor appliances and utensils used by professionals. Food and beverage companies can inspire them, for example, with recipes worthy of the Michelin Guide. And cleaning brands can promote techniques and products to make cleaning the kitchen easier. Here's how to best explore it!

7. Get inspired by aesthetic expression

The term “aesthetics” has always been widely researched by the Z generation on Pinterest, however, it has become a widespread trend. Aesthetics can be expressed in several ways, and as the report shows, research ranges from beauty to travel, decorations and digital appearance. What matters is: all ages will be interested in aesthetics in 2022 and will express themselves through visual identities.

The data shows:

Bets on bright and colorful lighting to create different climates in rooms or other rooms in the house. The tip for all types of brands is: keep the neon aesthetic as the most remembered when creating folders and lists of photos and videos of environments.

The new indie aesthetic is defined by colorful cropped tops, baggy jeans and emoji-inspired makeup and nails. Cuteness will be the feeling of 2022. Brands in all categories can rely on aesthetics inspired by designs using bold decals to enhance their creative features and attract younger audiences.

Wallpapers for phones with personality, widget designs and lock screens that match your aesthetics are on the rise. With this, travel companies can inspire to raise the level of computer wallpaper with photos of dream destinations.

8. Allow yourself not to know something

You may find that you have some hidden talent! In 2022, people will adopt a new mindset and learn new skills on a self-taught basis. Some of the most popular terms were: Painting with a Spatula for Beginners (+ 150%), Sublimation Tips (+ 11x) and How to Skate for Beginners (+ 155%).

Multinationally inspired hobbies will also be on the rise, with people looking for new interests and ideas to get their hands dirty. It is not because you cannot travel that new cultures cannot be known. Searches for Irish Quilt Patterns and Japanese Carpentry grew by 100% and 95% respectively.

As a brand, you can promote international inspirations for people, such as: recipes and cocktails, decorating styles, global hobbies or cultural education, among others!

9. Accept minimalism

Couples will make marriage simpler and more exciting! The big day will be more relaxed, starting with smaller spaces and unpretentious getaways. Searches for Small Wedding in the Backyard grew 160%.

In addition, small big moments will also be more valued. In 2022, people will plan even the smallest details and events for the people they love, from movie nights to midwives!

Your brand can inspire people to save money at parties or make every occasion even more special. Beauty brands, for example, can highlight discreet makeup looks that don't require a makeup artist. Entertainment companies can offer better features for home cinema, while streaming services create the perfect playlist for a romantic date!

Bonus

Pinterest also shared some new insights into emerging technology research trends on the platform, with players, mobile users and the rising WFH (Work From Home) group looking for new ways to customize their settings to suit their evolving needs.

According to Pinterest:

“Technology is a growing category on Pinterest, with searches for 'electronics' up to 70% year after year. It is where people go to discover new products and dream of their perfect technology setup. It’s also where first users start planning their next purchase: we’ve identified up to 75 million technology pioneering users that you can reach through Pinterest’s Ad Manager. “

In terms of electronics, Pinterest highlights two important trends. First, we have 'digital decoration', that is, people personalizing their devices according to their style and / or personality, which also appeared on Pinterest Predicts.

Second, the increase in games and work at home has sparked a new interest in home PC configurations. Due to the quarantine, games had a big increase in 2021 and with the combined move to home office, which is expected to continue for many in the new year, and even more people are considering the layout and tools of their home office, even afterwards. which can present new opportunities for marketers on the platform.

As noted, Pinterest is in a continuous and gradual evolution, and while it may not seem ideal for your company, it may be worth checking it out and seeing what other people in your niche are doing in the app! If you still have questions about how to strategize on the platform.

Communication trends change all the time, which is why we need to keep an eye on everything that is happening in the market. Subscribe to the Blogger Cage and stay on top of the main trends and content in the world of communication!