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Pinterest and Mother's Day Marketing?

Despite Mother’s Day being a few months away (May 14th), Pinterest is getting a head start by reminding marketers to plan their promotions ahead of time. According to Pinterest, 70% of US moms are active on the platform itself, spending an average of 124 minutes per month browsing the various Pins. This could come to your advantage when it comes to shopping for Mom.

First off, Pinterest says that activity related to Mother’s Day starts early and is already rising as we speak.

Pinterest says that, overall, more than 33 million Pinners have saved 252 million Mother’s Day related Pins – getting started early could help you get in on that jump in activity.

They also say that brands should consider how their campaign is able to help in creating these “unique gifting experiences”.

And as the actual day gets closer (as you could imagine) people tend to start looking for more last-minute gifts and purchases. They go on to say:

"At that point, your strategy should highlight simple, oughtful and beautiful gifts. Examples include home decor, wall art, at-home spa kits and apparel or accessories."
The overall idea here is simple – tap into trends if you want to get the right gift. And not only the overall trends, but the shifts which occur in search based on proximity to the event.

Pinterest’s last important note includes searching and targeting Pinners during the search process. For example, Pinterest advises that brands should target interests like “travel,” “photography,” “gardening,” “beauty,” “style” and “home décor.” They mention:

“You should also try these keywords: “mothers day,” “mothers day gifts,” “mothers day crafts,” “mothers day quotes,” “mothers day crafts for kids” and “happy mothers day.”

Another side note that's interesting to see is that Pinterest is reportedly on track to reach $500 million in revenue in 2017, which would be a big boost from the $300 million the company posted in 2016, proving themselves to be growing rapidly.

Pinterest also has more than 150 million monthly active users now – a lot less than many of its social rivals, such as Twitter or Instagram, however "Pinners" have much higher purchase intent.

This platform continues to be on the rise, and it's only getting started for Mother's Day.

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