Gen Z Is Showing Up On Pinterest
Gen Z is SHOWING UP on Pinterest. Pinterest is quietly becoming the generations favorite platform.
42% of Pinterest’s 600+ million users are Gen Z. That’s an astonishing number considering Pinterest has been around for so long and sometimes gets thought of as a place for Moms to find inspiration for meals and kids birthday parties. Best of all, when Gen Z is on the platform they are doing what Gen Z does best, they are asking questions and digging deeper, in fact, Gen Z is saving almost 2.5 times more pins than other users in different age groups.
This begs the question, why is Gen Z so in love with Pinterest?
Pinterest is built on being the most positive social platform on the internet. Pinterest has countless initiatives to promote positive self worth and self image as well as mental health. Pinterest doesn’t allow political ads, weight loss ads and is incredibly dilligent when it comes to not allowing any hate speech or bullying.
As mentioned in the article linked below, many Gen Z users say things like, “When I go on other platforms, I usually feel overwhelmed or stressed or like I need to take a step back and do a digital detox, I go on Pinterest, and I feel inspired to take action and use my time productively. A lot of my friends are using it as well…we feel that we can see real-life transformation with the tools that we’re using.”
or
“I sometimes feel like you have to perform a bit more on other platforms. The more I pin, the more clarity I get about the life I want to lead. Each pin is a decision about what I want in my life.”
If you are a brand that is active on Pinterest here are a few things to think about as you create content and campaigns that are geared towards Gen Z.
Is what I’m creating adding value to Gen Z? Do they see this content as a positive for themselves and for the greater world around them?
How does my brand align with Gen Z values and how can I show that on Pinterest?
Does my campaign spark curiosity and conversation with Gen Z users?
Let’s all take a lesson from Gen Z and be kind to each other and to ourselves. The world could use a whole lot more kindess.
Here is a link to the article in Elle Magazine that I referenced throughout this post.
How Gen Z Made Pinterest Feel New Again - by: Meg Donohue
