Hot Marketing Trends and Predictions for 2023

What is Pinterest Predicts?

Each year, global social media platform, Pinterest puts out this uber cool trends guide called Pinterest Predicts.

Pinterest Predicts is a feature offered by Pinterest that uses machine learning to predict what users will be searching for on the platform in the future. It takes into account various factors such as search history, Pin engagement, and account activity to make predictions about what users will be interested in.

This feature is designed to help users discover new content and trends on Pinterest and helps marketers and businesses with their ads for the year. Plus, it comes up with some pretty groovy trends that influences modern culture. And, frankly, I love it.

I’m a copywriter for Pinterest and I love working with them. Mainly, because their whole brand ethos is one of positivity and inspiration. ‘85% of Pinners say they use Pinterest to plan new projects.’ And they are a very future-focussed platform. Which makes them stand apart from other popular social media platforms.

What are the Pinterest Predicts for 2023?

There are 27 new predictions for 2023. Each as glorious as the one before it. One of the most exciting things about these trends, is that Pinterest has calculated that over the past three years, 80% of their predictions have come true. Those are some high odds!

Here are the Pinterest Predicts for 2023:

Chance of showers

Sci-fi fits

Rainscapes

Hipstoric home

My favourites are:

Rust married

Orangey and earthy tones will be a welcomed to weddings of this year. I love the idea of cinnamon and copper hues taking over a garden party or church ceremony.

Good on paper

Revived crafts and hobbies are always a hit with younger generations. And origami, quilling and paper craft are no different.

Cue Hilltop Hood lyrics: ‘Geez, that’s good, Suffa. What is it?’

‘It’s a swan…’

Cha-ching challenge

Finance is always fun in my eyes. Now, people are experimenting with gamifying their savings and setting themselves challenges to increase their financial freedom and budgets.

Pinterest has seen 355% increase in searches for the term ‘bi weekly savings challenge’.

What are some examples of Pinterest predicts

Some examples of Pinterest Predicts for previous years include:

In 2021, Pinterest Predicts predicted that searches for “micro weddings” and “minimonies” would increase as more couples opt for smaller, intimate celebrations due to the ongoing COVID-19 pandemic.
In 2020, Pinterest Predicts predicted that searches for “wellness at home” would increase as more people stay at home due to the pandemic.
In 2019, Pinterest Predicts predicted that searches for “sustainability” would increase as In 2018, Pinterest Predicts predicted an increase in searches for “hygge”, a Danish concept of coziness and contentment, as well as “jungle decor” and “terrariums” as indoor plants and greenery gain popularity.

In 2017, Pinterest Predicts predicted an increase in searches for “vegan food” and “veganism” as more people adopt plant-based diets for health, environmental, and ethical reasons.
In 2016, Pinterest Predicts predicted an increase in searches for “watercolor” as a medium for art and design, as well as “garden rooms” and “outdoor living spaces” as homeowners look to create functional and beautiful outdoor spaces.

In 2015, Pinterest Predicts predicted an increase in searches for “upcycling” and “repurposing” as people look for ways to recycle and reuse materials to create new and unique items.
In 2014, Pinterest Predicts predicted an increase in searches for “minimalism” as people strive to simplify their lives by decluttering and focusing on what is truly important.
In 2013, Pinterest Predicts predicted an increase in searches for “DIY home improvement” as more people take on home renovation projects to improve the value and functionality of their homes.

How can you use Pinterest Predicts in marketing?

Pinterest Predicts can be a valuable tool for marketers to stay ahead of emerging trends and identify potential opportunities for their business. Here are a few ways that marketers can use Pinterest Predicts:

Identify new product or service opportunities: Identify new products or services that they can offer to meet customer needs.
Create content that resonates with your audience: By understanding what topics and themes are trending, marketers can create content that aligns with the interests of their audience. As an insight, ‘Women aged 25-34 represent 29.1% of Pinterest’s ad audience.’
Optimise your Pinterest profile and boards: Optimize your Pinterest profile and boards to make them more discoverable by users.
Use Pinterest Predicts to inform ad targeting: By understanding the interests and intent of users on Pinterest, marketers can use this information to target their ads to the most relevant audience.
Plan your social media campaign accordingly.
Use Pinterest Predicts to identify new influencers: Find those influencers who are experts in those areas and partner with them to promote their products or services.
Optimise your e-commerce strategy: By understanding what products and services are predicted to be popular, e-commerce businesses can optimize their inventory, pricing, and marketing strategies to capitalize on these trends.
Create a seasonal marketing campaign that aligns with the interests of your audience, such as a holiday campaign that incorporates predicted holiday decor trends. You can plan ahead easily. Since the predictions are already there, you can base your winter campaign on what Pinterest expects to be hot or vice versa.
Identify potential geographic opportunities and which geographic areas have the highest demand for a particular product or service and target their marketing efforts to those areas.
Use Pinterest Predicts to inform keyword research: By working out the keywords and phrases that are predicted to be popular, marketers can use this information to inform their keyword research for SEO and PPC campaigns.
Use Pinterest Predicts to inform your email marketing campaigns and send personalised emails to your audience with relevant content and offers. Getting the jump on what you think your audience are going to want this year. Perhaps even before they do!
Use Pinterest Predicts to inform your video marketing strategy: Create videos that align with the interests of their audience and increase the chances of the video being shared and watched, given that ‘people watch close to one billion videos a day on Pinterest.’
Use Pinterest Predicts to inform your podcast strategy: Create a podcast episode based on the topic and target the audience accordingly.
Use Pinterest Predicts to inform your live streaming strategy: Marketers can create live streaming content that aligns with the interests of their audience.
Use Pinterest Predicts to inform your social media contest: You can create a social media contest that aligns with the interests of their audience and increase the chances of the contest going viral.
Blog more: Use the trends to underpin your blogging content strategy and be ahead of the curve this year, getting those SEO gains!
Use Pinterest Predicts to inform your PR strategy: Use this information to pitch relevant stories to media outlets and increase the chances of their brand being featured in the news.

It’s such a valuable tool for marketers to stay ahead of emerging trends and identify potential opportunities for their business. And get the jump on where your competitors might not be embracing. It’s a really interesting (and fun) way of reaching a more global audience too.

How does Pinterest create Pinterest Predicts?

Pinterest creates Pinterest Predicts by using machine learning algorithms to analyse a large amount of data from the platform, including user search queries, Pin engagement, and account activity. These algorithms are trained to identify patterns and trends in the data, and to make predictions about what users will be interested in searching for in the future.

The data analysed by these algorithms includes:

Search queries: The algorithms analyse the words and phrases that users search for on Pinterest, and use this data to identify trending topics and themes.
Pin engagement: The algorithms analyse engagement data for Pins, such as the number of saves, clicks, and shares, to identify the most popular content on the platform.
Account activity: The algorithms analyse data such as the number of followers, boards, and Pins, to identify popular accounts and users on the platform.

The machine learning model analyses all this data, looks for patterns and trends, and uses that information to predict what users will be searching for on the platform in the future.

It’s important to note that, Pinterest Predicts is not a static list and it keeps changing as per the trend and events happening around the world. The predictions are usually released on an annual basis. By understanding the predicted trends, marketers can use this information to create more effective and targeted campaigns across multiple channels and drive results.

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