When you think of healthcare on social media, Pinterest may not be the first platform that comes to mind. In fact, you probably associate Pinterest with seeking out banana bread recipes, looking for wedding inspiration or planning your next vacation. However, COVID-19 led to a rise in well-being and health-related searches on the platform across multiple demographics. While platforms like Facebook, Instagram, LinkedIn and even TikTok are often considered for healthcare brands, don’t underestimate the potential for Pinterest.
Who is on Pinterest and what are they talking about?
There are more than 478 million monthly users on Pinterest, with the majority of users skewing female. Users range from Gen-Z audiences to boomers. So what are these different audiences searching when it comes to healthcare? Since the start of COVID-19 pandemic, among the Gen-Z audience, searches for ‘mental health check-in’ increased by 5x and ‘’mindful eating’ searches were up by 44%. Among millennial parents, searches for ‘mental health activities for children’ were up 3.5x and ‘occupational therapy for children’ was up 2x, according to Pinterest.
This rise in search behavior indicates that other health topics will see a surge as well, knowing people see health as an important part of their lifestyle. There is an opportunity to reach broad or niche audiences on a platform where healthcare interests are increasingly growing.
How do audiences use the platform?
77 percent of Pinterest users say they have discovered a new brand or product while browsing on Pinterest. Due to the nature of the platform being more of a search engine than a social media network, users are actively seeking out content to discover. Pinterest provides the opportunity to get your brand in front of key audiences when and where they are eager to consume information and even more importantly, take action. The lifestyle nature of Pinterest allows brands to take advantage of halo topics. For example, if a user is searching for the best hiking clothes for their upcoming trip, they can see sponsored content for heart health tips from a healthcare brand and not feel like the content is out of place or intrusive. One of the strongest benefits of Pinterest as compared to other channels is the longer shelf life of content, meaning users can view content from months or even years prior and it would continue to show up in feeds and drive engagement.
How should your brand use the platform?
Depending on your objective, your strategy will differ and should always align with your larger communications goals. However, there are a few general best practices for your brand to consider when using Pinterest.
– Think visual-first: Consider the visuals you are using in your creative to ensure you capture attention quickly, while keeping in mind your creative should natively align with the aesthetic of the platform. If your content is information-heavy, consider using a video or an animation that hooks your audience in and encourages them to learn more elsewhere.
– Gain insights: Test out multiple messages and creative to determine what resonates most with specific audiences.
– Leverage paid: In a sea of Pins, it’s important as a healthcare brand to identify the specific audience you are aiming to reach. Using Pinterest’s paid capabilities, you can reach the right audiences more effectively. Consult with your agency or internal communications teams to determine your targeting and paid creative strategy.
“Pinspiration” is the currency of Pinterest, so how will you reach the patient community in a way that inspires interest and action?