Pinterest pins encourage people to splurge on beauty products

Just under half (42%) of Pinterest users will make a beauty purchase after seeing a pin, according to the social media platform’s Beauty Trend Report 2016.

Pinners are 2.1 times more likely to buy a brand’s products if they’ve seen the item on Pinterest and will even use the app as they shop, the report found.

The study, led by head of category insight Stephanie Kumar, also revealed that 10 million people search for skincare ideas on the platform, with the number of searches peaking in June and July as users look to elevate their natural look in summer.

The brand also split the figures of pinners who are engaging with skincare ideas down, with 20% of engagers under 18 and 51% aged between 18–34. The data also revealed that users search for skincare solutions depending on their needs at the time (see graph below). 

When it comes to make-up, users are searching for tutorials, looks and product comparisons the most, with searches for champagne eyeshadow experiencing an 125% year-over-year growth and natural bold brows a 45% increase year-over-year. Researchers also found that users are searching for prestige beauty brands by name, especially for products such as mascara, eye shadows and foundations. 

And when it comes to searches for foundation, users are looking for pins with application tips and tutorials; for mascara they save looks and product comparisons; and for eyeshadow they search based on the colour of their eyes and for tutorials for specific looks, such as smokey eye.

“People save things on Pinterest for themselves, not for other people. This is why we see people save ideas for every part of their beauty routine and regime, not just final looks,” the brand said in its report.

The company also claims shoppers welcome commercial content on the platform, stating in the report: “Commercial content on other platforms tends to feel disruptive or fleeting. But on Pinterest, 75% of content comes from businesses – people actively seek out ideas from brands, so it’s easy to influence both browsers and shoppers.”

For this report, the Pinterest insight team dug through tons of data from the site over the past year.

Earlier this year the company revealed its official Top 100 board of trend predictions for 2017, which claims charcoal masks and chrome nails are going to be big.

150 million people around the world are on Pinterest every month.

Images: ©Pinterest's Beauty Trend Report 2016