The insights generated helped uncover Pinterest’s unique points of difference and provide valuable input to their product strategy and commercial partnerships with advertisers.
To achieve our ultimate mission, understanding the Anatomy of a Pinterest Trend, we completed four robust explorations of how trends behaved on Pinterest versus our own product category datasets (which we maintain using two years of public data from other social media platforms, blogs, forums, news and product review sites).
To learn and bring fresh understanding about how consumer trends play out and travel on Pinterest and the rest of the internet. 
To explore the unique-nature of Pinterest trends in-market. Jenna Landi, Insights, Pinterest The goal: Our objective for this research was two-fold: The impact of their work has gone beyond expectations and will influence our commercial strategy and how we talk to advertising customers in the future.” Their technology has enabled us to understand how emerging trends manifest, travel and play-out on Pinterest compared to other platforms. “We approached Black Swan Data because of their reputation as a global leader in providing next generation data insights and trend prediction solutions, and they haven’t let us down. The Anatomy of a Pinterest Trend is a pioneering piece of work, only made possible by the trust and ambition of our client, Jenna Landi, to leverage Black Swan’s data and trend prediction capability for a groundbreaking study of this kind. Particularly on the tail end of an unprecedented pandemic, where ‘artificial’ consumer behaviour impacted entire categories, stalled innovation, and led to a loss of confidence amongst many brands. 
Yet, this is the challenge Pinterest and other content platforms face to keep Advertisers engaged and to differentiate themselves in an industry where ‘trends’ are the commodity. As briefs go, it’s not often you get asked by a leading platform to explore what makes their content, and how people engage with it, unique.
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