Gen Z’s Pinterest use is more interest-based than identity-based compared to previous gens.According to the platform’s execs, while older users turn to the platform for general inspiration like home renovations and wedding decor, Gen Z is using it for self-discovery and personal aesthetics. Because of this, their searches tend to be more specific and action-oriented. Instead of searching “business casual,” they’re looking up “interview outfits,” looking for concrete direction, not just vibes. Pinterest was losing users before refocusing on clarifying their search, which they’ve done by prioritizing visual, additional search directives that help users find exactly what they’re looking for. (Which we told you about when they introduced search add-ons for things like hair texture and body type for fashion inspo.) Since then, more than half their users are Gen Z, and 47% of them use Pinterest for search. (Business Insider)
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