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“It’s like this manifestation of ideas and an ideal state,” said Peter Chun, senior Vice President and global head of partnerships and growth at VaynerMedia. “It’s like a utopian view of a post-COVID world. And from a marketer’s standpoint, it’s actually a really good way to probably coordinate where consumer spend will ultimately get to.”
“This is the part I think a lot of people don't quite appreciate about Pinterest is that Pinterest is pretty good at predicting the future,” Mallard said. “And it's just because it’s inherent in the nature of the platform. Right? We’re seeing the earliest signals of what people intend to do. It's not a place where you go to look at what you did yesterday, you know, or to argue about politics.
“If you go into Google to search for something you’re going to do in the short term versus 45 days out,” Lowcock said. “You don’t tweet something that you plan to do in 45 days, or a photo on Instagram of ‘Here’s a photo of something I plan to do in 45 days.’”Indeed, some brands are taking Pinterest’s trend-spotting to heart.
“From a platform responsibility point of view, they are the absolute a leader in being a responsible platform,” Lowcock said. “Both in terms of of protecting users of the platform and the public at large and the interest of advertisers. And they absolutely don’t get enough credit for that.” While the company said usage dipped in the earlier days of quarantine, around 50% of engagement so far in Q2 has been from people that are new to Pinterest. On an earnings call with analysts last week, Pinterest Cofounder and CEO Ben Silbermann said total searches in the first quarter increased 60% year-over-year. New board creations were also up the same percentage, which he said indicates people were using the platform for new use cases.
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