What to pin in May? Well that is the big question at the moment as we are living in very strange and turbulent times. The normal normal is not normal anymore and Pinterest as a platform is seeing that! Pinners are looking for inspiration on the platform to get them through this unprecedented time. However they are not just using the platform for inspiration, they are also looking for emotional energy. 

Normally I would say, as the weather is getting better in May, pinners will start looking for inspiration about their garden, camping trips, summer holidays, health & fitness, father’s day in June etc. and obviously make sure you incorporate the Pinterst Top 100 for 2020. And while I am not saying you should not be looking at those seasonal changes and already existing trends for content inspiration, it is important you take the current situation and the trends it is creating into consideration, because this year the month of May is not a normal month of May.

Pinterest actually held an Inspiration Matters webinar on 23 April which highlighted the changes the platform has been seeing during the months of March and April this year. These are the trends you need to use in your content and you can read highlights in this blog. 

So if you are your company or organisation’s Pinterest Content creator/manager keep reading for key factors for May during this unprecedented time!

If you or your organisation is just dipping into Pinterest or are thinking about it get in touch and let me help you!

What is happening on Pinterest

So, what is happening on Pinterest. You might have heard that global engagement on Pinterest is at an all time high at the moment. Saves are up by 30%, searches by 60% and the platform has seen a 45% increase in new board creation.

Pinterest is identifying 4 emerging consumer behaviours at the moment, which you need to take into account if you are a company advertising on Pinterest:

Phase 1: triage and information – your audience is lost

Phase 2: empathy and relevance – your audience is worried

Phase 3: escapism and optimism – your audience is restless

Phase 4: recovery and rebound – your audience is rebuilding 

Pinterest feels pinners are at phase 2 at the moment, although I would argue that in the UK, as we are further into the pandemic and seem to have reached the peak,  pinners are heading towards Phase 3. Phase 2 is when people feel lost and hurt by the situation they are finding themselves in. This is the stage where pinners look for solutions but also for comfort. They want to feel better as well as help others, but they have limited resources. 

Phase 3 is where people start to get bored and and are feeling increasingly lonely. They want to feel in control of their lives again and escape the situation they are finding themselves in. Pinterest identifies this as the stage where pinners are starting to plan for the future again.

Pinterest feels pinners are at phase 2 at the moment, although I would argue that in the UK, as we are further into the pandemic and seem to have reached the peak,  pinners are heading towards Phase 3. Phase 2 is when people feel lost and hurt by the situation they are finding themselves in. This is the stage where pinners look for solutions but also for comfort. They want to feel better as well as help others, but they have limited resources. 

Phase 3 is where people start to get bored and and are feeling increasingly lonely. They want to feel in control of their lives again and escape the situation they are finding themselves in. Pinterest identifies this as the stage where pinners are starting to plan for the future again. 

What to pin in May - May Trends 2020
Photo by Elements5 Digital

Me, we and us

According to Pinterest pinners are looking at key care needs, which they identify as me, we and us. 

ME means they want to take care of themselves. With regards to this, searches for stress relief have tripled compared to this time last year with the focus on finding a solution. Pinners are also seeking comfort, which means identifies itself in searches for romantic comedy movies being up 120%, alcohol 23% and cookie recipes +175%. 

WE means pinners are looking for distractions for themselves and the ones they love. They are trying to keep the children busy and distracted.  Homeschooling schedules,  toddler activities, routines for teenagers and chores for teenagers, have all heightened searches. And obviously virtual events are trending, anything from virtual birthday parties, to baby showers and  dinner parties but also virtual field trips, travel and museum tours. 

US is identified by Pinterest as the sense that we are in this together. Pinners want to express gratitude to keyworkers which shows in the increase in searches like hearts for healthcare workers, nurses quotes, we will get through this together, helping others quotes to name a few. It is a sentiment that is amazingly strong on Pinterest at the moment.

Above might sound a bit daunting but CleverPins is here to help you make the most of Pinterest during this difficult time, so please don’t hesitate to get in touch if you need help.

What does this mean for your content creation?

For your content creation this will mean you need to think about me, we and us! The way Pinterest sees you incorporate this into your content:

Me – pinners are seeking positivity, they want to create new routines and are finding comfort in food. With regards to WE, they are looking for inspiration to do things together, how to keep their family sane, entertained and how to connect with family that are far away as many families are split up during this pandemic. And with regards to US they want to find content to rediscover their neighbourhood, show gratitude to the world and cultivate an empathetic mindset.

When designing content for Pinterest, always ask yourself, is your content:

  1. Original
  2. Relevant
  3. Visually appealing
  4. Positive
  5. Actionable

Pinterest calls this the Five Dimensions of Inspiration!

I hope above was helpful. Get in touch if CleverPins can help with your Pinterest Strategy and don’t forget to sign up for the CleverPins Newsletter, you will get the Perfect Pin Guide FREE!