Pinterest is a marketer’s best friend. Yet it very rarely gets the credit or attention it deserves.
It has over 459 million monthly active users, and almost 90% of them report using the platform for purchase inspiration. Pinterest’s impressive referral rates bear this out: the platform drives 33% more referral traffic to shopping websites than Facebook – its largest social media contender. And it’s only expected to grow. The platform has launched a number of new features – including an expanded partnership with the e-commerce tool Shopify, extended advertising options such as retargeting, and in-depth reporting. It’s, in short, a social commerce platform to be reckoned with – and so a great source of consumer insight.
The platform can also predict trends, rather than just see them happening. People use it early on in their inspiration journeys – so the things they’re pinning now are often things they will eventually buy.
Brands who aren’t paying attention to Pinterest are missing out on an opportunity to spot green sprouts, influence their audience and understand their customer journey. To show the sorts of insights that brands can gain from Pinterest, we’ve deep-dived into some of the platform’s most popular search topics.
Interior decoration tops the list. We, therefore, decided to analyse #InteriorDesign. And boy, did we find a lot. The three themes that dominated results for #InteriorDesign were:
Less is more
Minimalism in colours, size, and design rule the day. While there are some exceptions to the rule – usually the nostalgic cottage core look or the lavish, Bridgeton inspired ‘royal core’ design – we nonetheless see minimalist concepts dominate.
Minimalism, first of all, in design space. The majority of the featured rooms are small and intimate – you rarely see posts that show spacious living spaces with elaborate architectural design. These, for example, really stand out:
It seems that the largely young and urban demographics on Pinterest are looking for inspiration that reflects and corresponds to their own cramped living quarters over ‘aspirational’ design ideas.
We are also seeing minimalist palettes and design ideas dominate the search results. The latest interiors trend is barely-there, warm, earthy hues, often combined with lots of mood-boosting greenery.
Japandi, in particular, stands out for its popularity. The design mix, combining Japanese minimalism and harmony with Scandi simplicity and functionalism, focuses on neutral colours, clean lines and bright open spaces. Here is a small selection of the many posts we came across:
So, it looks like minimalism isn’t going anywhere; it will just reinvent itself by discovering different design traditions and cultures.
Tech smarts
AI-powered interior designing tools are very popular ways of showing users how you could go about furnishing or renovating rooms. This seems to be a popular way of bypassing interior designers and experimenting with home design on your own.
The most common software that we came across gives users a 2D blueprint of a room. The graphics show a room being transformed over time with the introduction of furnishings like closets and windowsills. Check it out:
So, it seems the interior design sector is becoming more tech-dependent and users more tech-savvy. Brands can participate in this trend by creating tech packages and thinking about how their products can enhance and complement advanced sound systems and adjustable lighting.
The devil is in the detail
Across the search results, there is a heavy focus on décor and multiple, functional statement pieces over single decorative pieces or large pieces of furniture, grandiose architecture or attention-grabbing wallpaper. This may not come as a surprise. Smaller, functional objects are, after all, the easiest to move around or exchange when you want to refresh a space.
Check out an example:
We also see that the decorative pieces tend to be made of natural materials and display craft skills, reflecting a turn towards the natural, the rustic and the environmentally friendly.
So, it seems Pinners want to use décor to make a statement with multiple pieces. As we’re using our homes more, users also want the decor to be functional and make them feel closer to the environment.
After a year confined to our homes, interior design has grown in popularity and become important to many people’s wellbeing.
It looks like the pandemic has impacted many interior trends. Tech has become a focal part of our homes, making day-to-day living easier.
And as we can also see from #Interiour design results, minimalism – in the form of colour palettes, design spaces and sustainable, earthy décor – is beautiful. With an increased focus on the environment and a newfound appreciation of nature and the home following Covid lockdowns, brands can expect the trend to continue to appeal to consumers. Brands can meet this need by using natural materials, producing reclaimed items and bringing the scents, sights and sounds of the outdoors in.
So keep on checking Pinterest for insights into what your audience is searching for and finding. You’ll have front row seats to how the market is moving.
Download our report here to find out more about our new Pinterest methodology. You can also watch the webinar presentation live on-demand here. Alternatively, read our report on the the main trends, changing audience expectations and unmet needs. You can also watch the webinar presentation live on-demand here.
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