Pinterest insights point to an EOFY opportunity for brands

As end-of-financial year (EOFY) approaches, Pinterest insights show that brands can engage with their audiences on the platform across a range of consumer interests such as financial advice, products and promotions.

The significant increase in EOFY searches on Pinterest is good news for brands looking to engage shoppers as they prepare to spend-up big on July 1.

Recent Pinterest insights show Aussies are taking their savings seriously this financial year, with the platform recording a major uptick in searches for investment, wealth and saving tips ahead of tax time.

Pinterest has also recorded a surge in saved EOFY advice and planning Pins, as Aussies tap into the global “finpowerment” movement, predicted by Pinterest last December in the Pinterest Predicts report.

Over the past month, Pinterest saw an increase in searches over a range of EOFY ideas:

  • 115% increase in searches for “investing”
  • 85% increase in searches for “passive income”
  • 2x increase in searches for “money saving challenge”
  • 3x increase in searches for “wealth”***

With millions of Australians heading to Pinterest every month for inspiration (including preparation for major sale times), adding a Pinterest campaign to the EOFY advertising line-up is encourages for businesses keen to reach Pinners as they hunt for post-June 30 savings.

Brands can tap into the EOFY sales trend by:

  • Using targeted advertising: Businesses should ensure their campaigns meet customers in the moment with advice and products aligning with current searches and trends around EOFY sales, promotions and planning on Pinterest.
  • Starting early: 74% of 2021 EOFY searches and saves took place between March 1 – May 23, suggesting people are getting organised well-ahead of tax time. Brands should start their campaigns early, giving Pinners plenty of lead time to plan their purchases – and save their pennies.
  • Using innovative ad formats: Pinners are 66% more likely to buy brands they’ve seen advertised, compared to non-Pinners. Engage with Pinners when they’re searching for inspiration with creative, visual campaigns. Use Pinterest’s Collection Slideshows to create immersive, shoppable content or Idea ads with paid partnership to collaborate with a Creator to produce interactive, branded content.
  • Value adding: Create content across search categories that Pinners want to engage with. Think Idea or Shop Pins across common searches like “home decor”, “beauty” and “women’s style” or across current trending search categories. These Pins expose shoppers to your brand, helping them make inspired purchasing decisions come EOFY.

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