Pinterest

Pinterest Trends | Keyword Tool Cheatsheet

Pinterest Keyword Research Tool

Overview

The Pinterest Trends tool was released in late 2019 by Pinterest. Currently in Early Access, Pinterest Trends is only available for accounts in the U.S, U.K and Canada.

Pinterest Trends allows you to see what keywords are trending when on Pinterest. Using this tool will allow you to plan out your content strategy to increase the chance of organic content going viral.

For advertisers, it's Pinterest's equivalent to Google Adword's Keyword Planner. Pinterest Trends can be used to get deeper insights into keywords to include or avoid while planning media campagins.

Pinterest Trends Use Cases

In Pinterest's press release on Pinterest trends, they highlighted several case studies of business' success using Pinterest Trends.

Albertson's and Tastemade where two businesses that had different Pinterest marketing objectives. Using Pinterest Trends, they were able to hit on trending keyword searches and impact their business results.

Below is an overview of how Alberston's and Tastemade used Pinterest Trends to succeed in the following objectives:

Increase In-Store & Online Sales

Albertson's used Pinterest Trends to understand holiday food and beverage trends. They developed a Pinterest Ad Campaign that aimed to drive in-store sales for their private labels.

Using Pinterest Trends, they identified the following keywords that helped them succeed with their campaign:
    • Pumpkin Alcohol Drinks (+154% increase in search volume around the Fall)
    • Friendsgiving Party Ideas (+475% increase in search volume around Thanksgiving)
    • Holiday Grazing Tables (+500% increase in search volume around the holidays)
    • Christmas Desserts (+229% in search volume around Christmas)

Make Organic Content Go Viral

Tastemade, a global media company, used Pinterest Trends to create viral, organic content.
Over the summer they noticed that watermelon content was trending on Pinterest. Doubling down on watermelon content, Tastemade created a dedicated Pinterest board that gained 3.63 million followers!

Using this cheatsheet, you can learn how to use Pinterest Trends to replicate the success that Albertson's and Tastemade saw.

Pinterest Trends Homepage

Above is the Pinterest Trends homepage. You can see what is trending in popular categories.

On the homepage of Pinterest Trends is a high-level report on what keywords are currently trending. The first panel, Today's Top Pinterest Trends, shows keywords that had a recent surge in searches. As you scroll down, Pinterest breaks out trending keywords by popular categories: Fashion, Food & Drink, Beauty, and Home.

Pinterest Trend's home page is great for a high-level of what is trending on Pinterest. Should you have a specific keyword you want to research, Pinterest offers a search function.

Pinterest Keyword Research: Getting Started

I run a baking community on Pinterest. My content plan switches off between featuring cakes and cookies. Using Pinterest Trends reporting, I can identify when it is best to post cookie content v.s cake content.
Pinterest auto-suggest keywords based off what you type in. On the right of the keyword is a search volume graph.

Using the search bar is a great way to quickly get new keyword ideas and see keyword performance at a glance.

Below are the steps to navigate the search bar:
Step 1: Type in a keyword you would like to explore.
Step 2: Pinterest auto-suggests keyword ideas in the drop-down menu.
Step 3: In the right corner of every keyword is a search volume graph. This shows search volume for that keyword over the last 12 months.
Step 4: Click on the keyword you want to explore. You will be navigated to a new page for a deeper-dive into search volume.

Keyword Deeper-Dive

Hovering over the graph allows you to see search volume for each week.

The main part of the Pinterest Trends tool is an interactive graph. Providing data from the last 12 months, each data point is searches over a week.

Important note: The search volume is not the actual search volume. Instead, Pinterest provides a score from 0-100 that is relative to other keyword searches during the same time period. The higher the search volume number, the more searches there are compared to other searches.

A search volume score of 90 has more searches than a keyword with a score of 20.

Comparing Keywords

Being able to compare keywords enables you to take your content strategy to the next level. Knowing what people are searching for when allows you to provide relevant content during popular search windows.
Comparing keyword is done through adding multiple keywords to the interactive graph.

How To Use Interactive Graph

Pinterest allows you to add up to 4 keywords at a time. You can add keywords to the graph in following ways:
Related Terms: Below the interactive graph are related terms Pinterest suggests. Simply click on they keyword and it will be added to the graph.

Search Bar: Going back up to the search bar, you can type in a new keyword. A list of suggestions based off of what you typed in will pop-up. Once you found the keyword you want, simply click on it to add to the graph.

Keyword Comparision Example

Above is the Search Volume Graph I will be walking through in this example.

On Pinterest I post content related to cake and cookie baking. Being two different topics, I wanted to see if there was a time period where one is searched more than the other.
Knowing if cakes are searched more than cookies during a certain time can help me post content when it's most relevant.

Setting Up to Compare Keywords

To start off, I searched for cake decorating on the homepage. I was then taken to the Search Volume Interactive graph.
Immeditately, I typed in cookie decorating in the search bar, and added it to the graph.

Taking a look across both search volume lines, cake decorating has a search volume index that is almost always 6-8 times higher than cookie decorating!
People on Pinterest are searching for cake decorating more often than cookie decorating.

Looking For Keyword Search Volume Jumps

However, I did notice something interesting..
Right around Christmas, cookie decorating's search volume line jumped! Cookie decorating had a search volume index of 70, while cake decorating had an index of 28.
People were searching for cookies much more frequently around Christmas.

Conclusion: Cakes are more popular on Pinterest than cookies. Except around Christmas. Cookies become much more popular than cakes around Christmas.

Taking Keyword Research a Step Further

Royal icing is a type of frosting that is often used for cookie decorating. Ever see one of those memorizing cookie decorating videos? Yup. They're using royal icing.

Knowing that royal icing and cookie decorating goes hand-in-hand, I added royal icing to the graph.
...and I saw that royal icing is by far the highest searched keyword around Christmas! Royal Icing had a search volume index of 100 while cookie decorating had a search volume index of 70.

Conclusion: Around Christmas, posting content related to Royal Icing and cookie decorating is the best strategy to be relevant, engaging, and potentially go viral.

Using Keyword Research to Plan Content

Now how might I use my conclusions from my research?

Starting in December, I would start posting content related to royal icing and cookie decorating. I would be sure to not over-populate my feed with cookie content, however. Some of my followers may prefer cake baking over cookies. Not wanting to isolate that audience, I would sprinkle in cake content as well.

Cookies becoming more popular than cakes around Christmas is an extreme example. Depending on your industry, you may not see such large differences between keywords. That's ok! Optimizing for smaller gaps can still prove to be impactful to your Pinterest Performance.

Pinterest 100



Launched with Pinterest Trends, Pinterest 100 is a visual way to explore annual themes that are trending on Pinterest.
These themese span across multiple categories on Pinterest. For example, a space theme may be popular in fashion, DIY and home decor.

The homepage has the top trend themes laid out visually, but to see all of the topics at once you can click the two vertical lines on the top left.
Pinterest considers a theme a trend if there was a search volume trajectory for at least six months.

The current 2020 report compares August 2017 - July 2018 to August 2018 - July 2019.
Partnering with WGSN, Pinterest identified keywords surrounding these trends broken down by country.

Diving Into Trend Reports

Above are two trending searches on Pinterest under the Space Everything theme.

Pinterest 100 is a very visual and interactive mini-site. Laid out in a modern website design, the site covers the top 10 keywords and themes for the past year. Click on a topic that interests you and the top keywords overall will be shown. Keywords are also broken out by trending keywords in different countries. Clicking on the Keyword will navigate to you the keyword search results page. You can then see content ideas based around that keyword. For those who want to skip the visualization of trends, you can click the vertical lines on the top left corner. This will expand all of the trending themes.

Top Trends For 2020

Below is the list of all of the trending themes in the 2020 report.
  • Beyond Binary: Moving beyond gendered labels and structured options.
  • Conscious Consumption: A move towards more eco-friendly habits.
  • Finding Balance: Self-care routines and habits that help improve your outlook.
  • Home Hub: Making your home just a little more cozy.
  • Internationally Inspired: From recipes to home decor, inspo is going global.
  • Pampered Pets: When your pets deserve more than just being a pet.
  • Re-Wilding: Nature is calling people outside to relax, hike, and get explore.
  • Responsible Travel: Similar to Conscious Consumption, people are looking to how their travel is impacting the environment.
  • Space Everything: Style inspiration is going out of this world and into the galaxy.
  • 90's Rerun: Fashion trends are getting a little nostalgic, as the 90's heavily influences searches on the platform.