Last week, while attending a Pinterest managers round-up meeting, the speaker commented that 97% of the searches on Pinterest are “unbranded.” Dang! That’s an impressive percentage of users, but what does that mean for authors, illustrators, and book creators everywhere?
An “unbranded search” is a detailed description of a Pinterest user’s desire for exploration. These searches reflect how Pinterest users behave on the platform. Here’s what Pinterest has to say about this:
Such a high percentage of unbranded searches is a strong indication that Pinterest users are on the platform to seek inspiration and discover new ideas.
Anticipating unbranded search trends does require a bit of finesse, but the effort is well worth it. For example, some topics are seasonal, such as “Earth Day”, “Hanukkah”, and “Back-to-school”. Other topics like “middle grade nonfiction books about space”, “early literacy for toddlers”, or “gift books for baby showers” are on-going topics, searched as the Pinterest user sees fit.
The ultimate challenge for us all is to anticipate the needs and desires of our intended audience. All we must do is discover ways that our books, programs, and products might inspire, educate, or encourage them. And then creatively create graphics and concise context that will help them find us on the platform. Build it and they will come, right?
The fun never, ever ends! For sure.
Need help with your presence on Pinterest? Like an unbranded search, we’re here whenever you need us.