Why Brands Should Invest in Halloween on Pinterest

Oct 30, 2019

With just one day left before trick or treaters come knocking, the beginning of peak pinning season is upon us.

When in need of costumes, decorations, and party snacks on the spookiest day of the year, Pinterest has the answers. It’s what every DIY’er dreams of, and what every millennial on a budget needs. And let’s not forget—with 227 million Halloween-related searches and 933 million pins saved each year, Pinterest provides a not-to-be missed opportunity for brands to drive top of mind awareness and capture new audiences.

Whether you’re searching for a last minute costume or planning your annual Halloween bash months in advance, the Pinternet is here for you. The unique aspect of Pinterest is that it’s not a feed that aims to serve you in-the-moment content, it functions more like a curated search engine. For users, this means that there are mountains of historical content waiting to be found. Meanwhile, brands don’t need to be as concerned with pumping perfectly curated content into Pinterest on the 31st at a set time—it’s the quantity of content that matters.

We’ve said it before and we’ll say it again, unlike other visual channels, Pinterest is less about the aesthetic of your feed, and more about feeding the Pinterest engine. Brands need to think about holidays like Halloween months before, in order to capture both the pinners who are planning out their costumes weeks in advance, and the last minute parents who are searching for a quick cookie recipe the night before the big day.

You won’t find brands with boards filled with imagery of high-end photoshoots, and models sporting their products. Instead, brands lean into the DIY style of Pinterest. Many brands feature user-generated images and videos to showcase their products IRL, or curate holiday hacks. The winners are finding a sweet spot between inspiring users, while subtly sending them to their website or product pages. Check out some of the best this season. 👇

The Best Brands and Publishers Serving Up Halloween Vibes 🎃


Country Living

Beauty Bay



Who What Wear

The beauty of Pinterest for brands is that even if you were only able to post Halloween-themed content mid-way through October this year, it will continue to generate traffic and engagement for future Halloween seasons to come. The visual channel is centered around discovery and rediscovery, and the best part? Pinterest users are discovering your brand and products with intent. Like we’ve said, pinners know what they want when they go to Pinterest, whether it be for a recipe, costume, or cobwebs for their haunted house—a win-win for brands.

We hate to be the one to tell you this, but it’s time to get cracking on your Christmas content. 🎄

Header image: @think.make.share

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Jennifer Meech

Contributor at Dash Hudson.