erumtayyab

Pinterest recently announced an update to its search settings which will personalize search results based on gender specifications. This update caters to its fastest growing demographic: men. While Pinterest is used predominantly by females, nearly one-third of new accounts are male users. In 2014, Pinterest’s U.S. male user base grew 73% year-over-year. Pinterest gender search update *Image courtesy of Pinterest WHY?  BENEFITS for USERS Pinterest’s new search feature is meant to improve pinners’ experiences.  Users can now adjust preferences in search to find personalized gifts based on gender; they won’t have to sort through irrelevant Pins to find the right product. Similar to previous filters, Pinterest’s gender filter can be turned on or off at will. According to Marketing Land, the top 5 interests followed by men on Pinterest are:

  1. Men’s apparel
  2. Technology
  3. Travel
  4. Gardening
  5. Recipes

HOW ADVERTISERS CAN TAKE ADVANTAGE Since Pinterest rolled out Promoted Pins to all advertisers in early January, it’s making a large effort to improve user experience for both advertisers and users alike. If brands have not yet expanded their advertising efforts to Pinterest, the new search feature will be a good incentive:

  • Conversions: Segmenting search by gender will serve Promoted Pins to a more relevant audience pool, and advertisers should expect to see conversion rates from Pinterest traffic increase.
  • Engagement: Pinterest confirmed that preliminary testing of the gender filter improved engagement rates

BEST PRACTICES

  • Purchasing Behavior: Consider purchasing behavior based on gender specifications before launching Promoted Pins campaigns. Leverage gender-based behavioral insights and customize messaging based on purchasing patterns to maximize performance.
  • Testing: Test Promoted Pins’ creative and messaging against different gender audiences and optimize campaigns accordingly
  • Visibility: Increase Promoted Pin visibility to the right audience

For more information on Pinterest’s search filter update, please contact your Performics Account Team today  

February 2, 2015

Pinterest Search Now Incorporates Gender Filter: How Advertisers Can Take Advantage

Pinterest recently announced an update to its search settings which will personalize search results based on gender specifications. This update caters to its fastest growing demographic: […]
January 26, 2015
Careers Intramural Icon

CES 2015: 5 Future Implications for Marketers

5 Trends from CES 2015 and how they will impact marketing in the next year. CES 2015: 5 Future Implications for Marketers (Performics) from Performics
January 6, 2015

Key Trends to Drive Digital Performance in 2015

Brands, discover how to activate participation and turn engagement into performance with our comprehensive 2015 trends report. Realize new opportunities and capitalize on consumer trends in […]
October 28, 2014

Yahoo!/Bing Enhanced Sitelinks: New Performance Opportunity for Advertisers

Recently, Microsoft released an update to all U.S. advertisers for its Enhanced Sitelinks ad extension feature. Advertisers now have new opportunity to drive deeper engagement with […]

Performics Newsletter

[raw]



[/raw]