This document discusses how to develop effective content strategies on Pinterest by leveraging values, interests, and insights. It defines values as unique brand and product benefits, interests as the types of content users engage with, and insights as trends and behaviors learned from user data. Case studies show how beauty brands incorporated these elements into creative concepts. The document advocates using values, interests, and insights to discover compelling ideas and create content that inspires users. Overall, it presents a framework for developing data-driven strategies on Pinterest to engage audiences and drive actions like purchases.

1. TheArt&
Scienceof
ContentStrategy:
Howvalues,interestsandinsights
canunlockcreativeideas
Brad
Spychalski
@bradspy

2. Hi,
I’mBrad!
pinterest.com/bradspy

4. Visualstorytellingisaliveandwell

5. Andit’snosurprise
thateverystoryis
rootedinanidea
5

6. Thoseideashelp
usdiscover,and
ultimatelydo,the
thingswelove

7. Ideasare
whatmatter

8. “Creative without
strategy is called ‘art.’
Creative with strategy is
called ‘advertising.’”
- Jef I. Richards

9. Workbench

10. 10
?

11. Values Interests Insights

12. Values
1. Whataretheuniquebrand+product
benefits?
2. Howcanweleveragevalueswhen
creatingcontent?

13. Lego
“Inspirethebuildersof
tomorrow”
13
Values

14. 14
Dreyer’s
“Creatingsmilesthrough
themagicoficecream”
Values

15. 15
Values
REI
“Alifeoutdoorsis
alifewelllived”

16. 16
Ziploc
“Overcomethechaos”
Values

17. Example:BeautyBrandCaseStudyValues
Savings/Discounts
Credible/Trustworthy
A+ Customer Service
Brand
Benefits
Product
Benefits
Exclusive Lines
Trend-forward product
Product assortment

18. Values Interests Insights

19. OnPinterest,userbehaviorfallsinto5uniqueinterestcategories:
Howcanweleverageaudience
interestsandbehaviorswhen
creatingcontent?
Interests

20. Hobby
Interests

21. Interests
Vocation

22. Interests
Preference

23. 23
Interests
Projects

24. 24
Interests
Passion

25. Example:BeautyBrandCaseStudyInterests
Nail art
Hobby
Cosmetics
Vocation
Seasonal
Preference
Big moments
Project
Color trends
Passion

26. Values Interests Insights

27. 1. Whatdoweknowabouttheaudience,
category,verticalandemerging
trends?
2. Howcanweleverageinsightswhen
creatingcontent?
Insights

28. 50B
Pins
interests assigned
to every Pin
street style
chic outfit
australia fashion
monochrome
fashion week
outfit inspiration
grey
neutral
straight style
dress
perfect
ysl bag
simple casual
chic fall
…
x = 950B
interest
data points
Insights

29. Insights
DiggingforHumanTruths
Who’s interested?
Audience
What are they
interested in?
Category
When are they
interested?
Timing
When do topics spike or
decrease in popularity?
Trends

30. Pinterest’s planning
cycle is typically 2 -
4 months long
30
Months before event Day of event4 months 2 months
25%
of all Pinning happens in the
2-4 months range for all genres
75%
Insights
Planbychannel

31. November
31
Consider Holiday travel: Pins focusing on beach destinations
Black Friday
Gifts
Fashion
Hair & beauty
Christmas
Gifts
Decor & party
Food & drink
Fashion
Kids & parenting
Hair & beauty
Thanksgiving
Decor & party
Food & drink
Kids & parenting
Valentine’s Day
Gifts
Decor & party
Food & drink
Fashion
Hair & beauty
New Years
Decor & party
Food & drink
Fashion
Hair & beauty
Super Bowl
Decor & party
Food & drink
Consider New Years: Especially Pins focusing on decor & fashion
IncreasingactivityPeakactivity
Super Bowl
Decor & party
Food & drink
Fashion
Hair & beauty
Insights
Planbycalendarmonth

32. Event 6 months 5 months 4 months 3 months 2 month 1 month Day of Post event
Golden Globes
Super Bowl
Mardi Gras
Valentine's Day
Oscars
Easter
St Patrick's Day
March Madness
Prom
Kentucky Derby
Cinco de Mayo
Mothers Day
4th of July
Memorial Day
Fathers Day
Graduation
Back to College
Back to School
Halloween
Black Friday
Thanksgiving
Christmas
New Years
Increasing activity Peak activity Day of event
Insights
Planbymoments

33. Insights
InsightsMadeEasy:GuidedSearch

34. Insights
Example:BeautyBrandCaseStudy
Cross Platform comScore January 2016 | Internal Pinterest data
% of Pinners state
that they use
Pinterest to
discover new
brands, trends
and products
72
% of people say
that they use
Pinterest to
plan for things
they want to
buy
93
% of Pinners
explore
beauty
content on
mobile
91
COSMETICS
On Pinterest, consumers search for
eye shadows based on the color of
their eyes
SKIN CARE
Skin care searches spike in the
summer, which is the same time
makeup pinning dips

35. Creative
Concept

36. Values Interests Insights

37. Creative
Example:BeautyBrandCaseStudy
Insight Value
[BRAND] is the
only Beauty
brand offering a
playground of
possibilities to
explore the fun
side of beauty
93% of Pinners
use Pinterest to
plan for things
they want to
buy
Productive Play
Creative Concept

38. 38
Productive Play
Creative Concept:
Approach:
In a time where the beauty industry has
become a sea of sameness, consumers
are craving more helpful, innovative and
memorable shopping experiences that
delicately balance utility with action.
Let’s illustrate how [brand] is the top
destination for Productive Play, a
shopping experience that brings the thrill
of discovery and the fun of exploration
with expert advice that inspires,
educates and drives action.

39. Creative
Success
Stories

40. How brands are leveraging
Values, Interests and
Insights to create
compelling content
strategies on Pinterest

41. Pinterest as instant gratification
41

42. 42

43. Pinterest as real-life inspiration
43

44. 44

45. Pinterest as movement maker
45

46. Add your footer/source here 46

47. Pinterest as marketplace
47

48. 48

49. Whatideas
willyou
create?

50. Thankyou!
bradspychalski|@bradspy