• by Laurie Sullivan  @lauriesullivan, November 9, 2021

The holiday gift-giving season and the rise in searches on Pinterest prompted Scotch Brand to create a hack on the platform to inspire creativity, but newly hired chief content officer Malik Ducard, former vice president of content partnerships at YouTube, will likely create the tools to keep them there.

Searches on Pinterest for "gift wrapping techniques" in the past year rose about 2.5 times, and for "christmas crafts DIY" they rose 7 times. Searches for "christmas music videos" searches rose 3 times on Pinterest, for "diy gifts videos" searches rose 2 times, and for "christmas aesthetic videos" searches rose 2 times from October 9, 2021 to November 7, 2021, compared with October 9th, 2020 to November 7, 2020, according to Pinterest internal data. Now it is time to put those ideas to work in video content.

Scotch, a 3M brand, on Tuesday launched a Pinterest campaign in partnership with Tastemade, a media site filled with information on food and travel. The idea is to inspire those using Pinterest to craft memorable and meaningful moments through holiday gift wrapping Idea Pins, and to motivate more purchases.

And while YouTube still leads in the number of creators developing and posting unboxed and how-to videos, the trends on Pinterest continue to grow.

Tastemade this year will present four custom Scotch Brand holiday videos for its more than 10 million monthly viewers on Pinterest. They will highlight a combination of ideas featuring products like Scotch Gift-Wrap Tape, Scotch Double-Sided Tape, Scotch Magic Tape, and Scotch Super-Hold Tape.

Pinterest has become more successful for brands when it comes to reaching their business goals, but still resides on the bottom of the spectrum in terms of awareness. Pinterest rose 160% from a year ago in this year’s Hootsuite Social Trends 2021 report. In terms of growth, Pinterest came in at No. 3, on this year’s chart, behind Snapchat, and TikTok.

Scotch Brand videos on Pinterest will focus on original gift wrapping, wrapping oddly shaped gifts, and creating recycled bows. 

Pinterest’s mantra to inspire creativity in those using its platform helped the company’s growth pattern. Some 89% of weekly users rely on Pinterest for inspiration, and 83% have made a purchase based on content they saw from a brand on Pinterest, according to the company.

About three in four of those using Pinterest are likely to consider a product recommended by Tastemade, according to the data. About 83% of those using Pinterest say the site helps with “Everything Holiday.”

Tastemade and Pinterest have worked together for years to promote brands. Tastemade also worked with Hyundai to convince consumers to take a road trip — all centered on helping people explore outside the state they were born.