The Pinterest Trends tool is a free and simple resource for researching the latest search trends on Pinterest. It's available in the United States, and some accounts outside the U.S. have early access.
Let's take a look at what it is, how to use it, and how it can help you market your creative business online.
The Pinterest Trends tool shows you how popular a search term is relative to other search terms on Pinterest. It will also show you how popular search terms were over the past year, so you'll know when people are interested in and pinning specific topics.
You can easily, "learn when people start searching for various topics and what content is popular on Pinterest." according to Pinterest's Trends tool help page.
When you check out the Pinterest Trends home page you'll immediately see what's trending on the platform today. You can get a broad look at the hottest trending searches for the day along with trending searches within popular topics including fashion, food & drink, beauty, and home.
To explore a specific topic, just choose the country you want to research and enter a term into the search bar. It's really that simple.
You can research Pinterest search trends for the United States, Canada, or the United Kingdom. Just select the country you want to explore.
There will often be overlaps in searches that are popular in the three locations. However, every time I've compared the day's trending searches in each location, there have been some clear differences in search trends in each country.
It's helpful to check the search trends specific to the location where your customers live.
Below, you'll see a comparison of the trending searches in the United States vs. Canada leading up to Father's Day. Notice, in the U.S., there's a trending Father's Day-related search in Spanish. In Canada, there's a trending Father's Day-related search in French.
I love that the Pinterest Trends tool will show you when your customers are searching for a topic. Just type your keyword into the search box and hit enter. You'll see a helpful graph that shows the relative popularity of that keyword over the last twelve months.
If you know what your customers are searching for and when, you can plan your work schedule, product development, and business promotion so you're ready with what your customers want when they want it.
Combine that information with retail trend reports, and you'll have a good sense of the crafts that will sell well, backed by research.
You might not be thrilled about the thought of working on Christmas in July. But you can see that people are already starting to search for "Christmas present ideas" on Pinterest in August.
If your customers buy your products as gifts, Pinterest Trends makes it clear that summer really is the time to get working on online holiday shopping promotions.
Pinterest Trends lets you add up to four different search terms on a graph, so you can compare how popular each term is over time and relative to each other.
That information can help you decide where to focus your efforts.
You already know Christmas is a huge gift-giving season that's important to business owners. If you compare the popularity of keywords for other gift-giving occasions to your "Christmas present ideas" search, you'll get a rough idea of how popular other holidays are compared with Christmas.
If you wanted to create a promotion tied to spring gift-giving, you could compare search popularity for different springtime gift-giving events to see which is most popular.
That information can help you decide what event has potential for the most sales, where you want to focus your efforts, and when to launch your promotion.
You might notice I didn't use an apostrophe in searches for "mothers day gift" and "fathers day gift." It pains me to type those words without apostrophes, but that's how people - even grammar nerds - often search.
Searching "mother's day gift" vs. "mothers day gift" will yield very different results on the Pinterest Trends tool. Just be aware of little quirks like that when you're doing your research.
Pinterest Trends will help you come up with the right keyword phrases to research in two different ways:
1. Autocomplete suggestions in the search bar
Start typing a keyword into the search box, and suggested search terms will pop up. These suggestions are helpful in a couple of ways.
The number of available keywords in Pinterest Tools is currently somewhat limited. I assume it will grow over time, but for now, you need use the autocomplete suggestions to search.
If your keyword isn't suggested, it's not currently in the Pinterest Tools database.
Autocomplete suggestions can help you find alternative keywords and new opportunities.
Your customers might use different search terms than you would use. Suggestions in the search box will show you the language your customers use to search for the items you want to promote.
Also, your customers might be searching for something slightly different but related to the keyword you're researching. Keyword phrase suggestions in the search box might reveal a need you weren't aware of but could easily meet.
2. Related terms below the searches over time graph
Under the searches over time graph, you'll see related terms. These terms are Pinterest search terms that are closely related to the keyword on your graph. The related terms can help you find more keywords and related ideas.
If you have more than one search term on your graph, you'll see related terms for all of those searches. Plus, Pinterest kindly color codes the related terms.
If your original search term is represented by a green line on the graph, its related terms will be color coded with green. If your second original search term is shown on a blue line on the graph, its related terms will be color coded with blue.
Just below the related terms, you'll see a few Pinterest pins that are currently popular for the search term(s) you're exploring.
Click on them to go to a Pinterest search for that keyword. From there, you can explore what's already popular on Pinterest for that topic to decide whether you could create something that would fit and compete with those pins.
You may find some irregularities in search trends. For a variety of reasons, something may be hot one year and completely unloved the next year. You need to think while you're researching trends and avoid just following the graphs uncritically.
2020 is a perfect example.
2020 has been one giant anomaly, and it is reflected in Pinterest search trends. People have searched quite differently in this time period compared with previous years.
Be aware of search trends that may be particularly high or low for a specific reason. They might not reflect long term search patterns over years, but they also might point to emerging opportunities.
The next two images show the difference in the relative popularity of Father's Day crafts on Pinterest in 2019 compared with 2020.
In June 2020, people were staying home to social distance. Shopping posed challenges, and many people had more free time or were trying to keep kids busy. As a result, interest in handmade ideas for Father's Day was high compared with the previous year.
In the graph below, the orange peak in the middle shows the popularity of "fathers day crafts" searches in 2019, a fairly typical year. The green peak on the right - "christmas crafts" searches for 2019 - gives you a point of comparison.
In the next graph, the green peak on the right shows the popularity of "fathers day crafts" searches in 2020, an extremely irregular year. Use the blue peak on the left - the same 2019 "christmas crafts" search data from the previous graph - to help compare the volume of "fathers day crafts" in 2019 vs. 2020.
Just be aware that the graphs don't always tell the whole story. You also need to know your niche and your customers, so you can think critically about what might be driving the search trends you're seeing with the Pinterest Trends tool.
If your customers are on Pinterest and you market your business online using this platform, the Pinterest Trends tool is a simple way to find out what your customers are looking for and when they are looking for it.
It's easy to use and full of practical information that can help you make smart choices about how to plan your promotions and allocate your time throughout the year to best meet your customers needs.