Pinterest Shared Tips for Marketers to Have a Happy Father’s Day

42 percent of U.S. dads use its platform

Dads are more likely than Pinners overall to search for outdoor activities AleksandarNakic/iStock
Headshot of David Cohen

With Father’s Day coming up next month, Pinterest issued a reminder that its visual search platform isn’t just for mothers.

Pinterest said in a blog post that 42 percent of fathers in the U.S. use its network, with that figure jumping to 47 percent of dads with annual household incomes of more than $100,000. In addition, 82 percent of dads on Pinterest use the platform to find new products.

Pinterest shared the following statistics about fathers on its network:

  • 47 percent said they help plan playdates and other activities for their kids, and Pinterest has seen a 450 percent year-over-year jump in dads searching for do-it-yourself projects to tackle with their children.
  • Fathers on Pinterest make one out of three meals in their households, and they are 1.2 times more likely than overall Pinners to search for healthy recipes.
  • Dads over-index in searches for meals and snacks compared with overall male Pinners, looking for time-saving meal-preparation techniques.
  • Dads are more likely than Pinners overall to search for outdoor activities, over-indexing on topics including patios, fire pits and outdoor kitchens.
  • Fathers are more likely to search for home gadgets than other Pinners, especially smart home technology (three times more searches than overall Pinners) and home entertainment consoles.
  • Fathers on Pinterest search 62 percent more than the average Pinner.
  • Dads are three times more likely to have shared boards than the average male Pinner.

In a separate blog post, Pinterest said people conducted 9.5 million Father’s Day searches in 2017, saving the results to more than 7 million boards, and it shared tips for marketers to incorporate into their upcoming Father’s Day campaigns:

  • Showcase family moments: Today’s dads are always looking for ways to build stronger emotional connections with their families. They’re sure to love gifts that help them spend quality time with their loved ones. Use your ad creative to highlight gifts that give families new memories. That could mean a family cooking together with your appliance, a kid enjoying an outdoor fort built with your tools or maybe a trip idea that’s fun for the whole family.
  • Highlight new experiences: More people are gifting experiences than ever before, and experiential gifts are especially popular with millennial dads. Show how your brand can help dad try something new and get out of the house. Maybe that’s a concert with his spouse, or maybe it’s alone time at a cool event.
  • Cook up something fun: Dads are playing a bigger role in grocery shopping and cooking than in the past. For every hour moms spend grocery shopping today, dads spend 54 minutes. Show how your brand can help dads get even better in the kitchen. You can showcase trendy gadgets like air fryers, recipes Dad could make with his kids or grocery shopping guides.
  • Cater to their interests: Show how your brand can help Dad develop his hobbies. Here are some topics that dads tend to search for more than other Pinners: tech gadgets (two times more likely to search for this than other Pinners), camping gear (four times), kitchen appliances (seven times), outdoor ideas (four times) and DIY home projects (three times)
  • Target the right terms: People tend to search for ideas on Pinterest before they visit other sites. Make sure your ad keywords match their searching mindset. Top search terms include: Unique Father’s Day gifts, Father’s Day crafts for kids, Father’s Day cards, Father’s Day breakfast ideas, BBQ and grilling and Father’s Day party ideas. David Cohen is editor of Adweek's Social Pro Daily.
Publish date: May 10, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT