Name a person you know who doesn’t enjoy a good Endorphin or Serotonin rush. It’s hard, isn’t it? When people feel better, dare we say when they’re feeling ‘good’, they’re more likely to spend more money, especially on impulse. This isn’t a major revelation by now, but it could point to new opportunities for your marketing and promotion efforts.
Be Positive!
According to new research shared by Pinterest, conducted in collaboration with Morning Consult, more positive environments are more beneficial for brand messaging. Pinterest, in particular, is generally a more positive and beneficial space. As Pinterest explains:
“The research shows that positive environments drive impact for brands at every stage of the purchase funnel. When they’re in a positive space, 6 in 10 American adults agree that they’re more likely to remember brands they encounter online (56%), feel positive about brands they encounter online (59%), trust brands they see in a positive space (56%) and ultimately make a purchase from a brand (54%).”
Again, this isn’t a big surprise – people will feel more positively about things that they’re shown when they’re already in a more positive headspace. It logically makes sense, but the variation that Pinterest is looking to highlight is that other social apps, like Facebook and Twitter, have long had issues with negative experiences, through argument and debate.
True enough, Facebook recently sought to remove political content from the app entirely, after user feedback indicated that it negatively impacted the user experience, while Chief Twit Elon Musk is keen to expose users to more content that contradicts their own point of view, as a means to enhance broader understanding. How ironic. Research shows that it’s unlikely to do this, with people generally just getting more upset when confronted by argumentative content. Within this, Pinterest is trying to distinguish itself by focusing on enhancing positivity, which is delivering results.
The Wrap
As Pinterest notes:
“Pinterest remains an online oasis, with 2 out of 3 users saying they feel positive after interacting with the platform. This feeling increases with frequency as 78% of weekly Pinners feel positive after interacting with Pinterest.”
We don’t know if ‘oasis’ is the perfect term to use here, but the research does show that Pinners tend to have more positive experiences in the app, which could be a key factor in driving improved brand perception and performance. It’s also another factor to consider in your marketing approach, with Pinterest’s focus on product discovery potentially providing more opportunities to maximize your outreach efforts.
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