Why Home Decor Brands Should Advertise on Pinterest
Pinterest is a breeding ground for new ideas, recipes, DIY projects, and tutorials. The visual nature of Pinterest allows users to easily share their interests by posting to their own boards or discover new ideas by browsing what others have pinned.
Pinterest has been viable for many types of businesses over the years. So, it’s no surprise that furniture and home decor brands that aren’t using Pinterest are missing a unique opportunity. Pinterest was practically made for the home decor space, and brands that fall into this category have the upper hand because one of the most pinned and most browsed topics on Pinterest is home decor.
The Pinterest Stats
The half-life of a pin on Pinterest is thousands of times longer than a tweet or Facebook post. This means that it will float around the Internet much longer and is more likely to be seen by more people.
Product pictures pinned with prices generate a greater click-through rate than pins with no price shown.
Most users on Pinterest are women, but men and women use Pinterest for different reasons. Women are more likely to use Pinterest to find ideas while men use it as a bookmark for products they want to buy.
Pinterest Predictions
The regular insights published on Pinterest Business include Pinterest Predicts, a report on where Pinners’ interests are heading. Drawing on popular search topics to predict coming trends, this report can help you decide where to focus your marketing messages to ensure your offering is seen as current, or even slightly ahead of trend.
Proving the Pinterest Predictions
The top-performing creative on Pinterest for one of our home decor brands features a checkered rug — for a play on the ‘Check Yourself’ trend.
In the last 30 days, this particular asset has generated 235K impressions for an average CTR of 3.3%. This asset also drove the most revenue, resulting in a ROAS above 500%!
We’ve also seen recent success with the following creative:
With their moody vibes, both of these assets play on the ‘Emotional Escape Room’ trend. As we’re approaching fall, we’ve seen an increase in impressions, saves and CTR for these assets — users are influenced by the season and from what we can tell, they’re ready for fall!
And for a play on the ‘Biophilic Design’ trend, we’ve found that the following assets have performed well for the lighting company we run Pinterest ads for:
Whether the plants are real or fake or appear in textiles or wallpaper — there is something about that organic feel of nature in a room that makes users stop in their tracks!
How Your Brand Should Appear on Pinterest
The platform itself recommends images that are:
Visually attractive: Through convincing images with subtle branding elements.
Original: To help the consumer find a different and new way to do something familiar.
Active: Inspiring the user to try new ideas and achieve their goals.
Relevant: Taking advantage of relevant interests and moments to become part of the consumer's interest.
Making Pinterest Work for Your Home Decor Brand
This season, home decor and furniture ads can benefit from an Emotional Escape Room treatment — think imagery of cozy, quiet spaces for relaxing. However, if your brand aesthetic is more vibrant, the Kidding Around and Dopamine Dressing trends are for you!
Just remember to pay attention to the Pinterest Predictions when planning photo and video shoots — not only are these ‘Pinterest’ trends, these trends typically translate across all social platforms!
Get in touch with our team if your home decor or furniture brand is interested in running Pinterest ads — we’re more than happy to share results and case studies!