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Using Tailwind’s soon-to-be revealed keyword listening tool, we analyzed a sample of 20,000 pins to find what’s popular this Halloween, and what it means for brands on Pinterest.

As we all know, Pinterest is an amazing place to find new ideas for seemingly every holiday – and Halloween is no exception. This year we wondered what pinners would be excited about when it came to planning their perfect Halloween costume. To find out, we used our soon-to-be-revealed Pinterest keyword listening tool to pull a sample of 20,000 pins and found 100 of the most popular words on Pinterest this Halloween.

Click below to see the word cloud of 100 popular words used on Pinterest this Halloween.

Popular for Halloween
Click to enlarge.
  • With words like “DIY”, “ideas”, “homemade” and “make” being in the top 10 most used words, it’s obvious that pinners are excited about making their own original costume this year.
  • Amazingly, the most referenced website wasn’t Google, it was Etsy. Again, this shows that Pinterest’s DIY culture is alive and well.
  • Anyone who’s seen “Mean Girls” understands why “sexy” is on the list. Being sexy on Halloween is a proven tradition in “girls world”.
  • Other funny, but less-than-suprising members of the list, are the words “dog”, “cat” and “pets”. If you spend any time on Pinterest, it’s pretty obvious that cute pets make for popular pins. And cute pets dressed in costumes? Now that’s just gold.
  • With the popularity of the Great Gatsby and Downton Abby this year, it’s easy to see why the 1920s wound up being the most popular decade of our sample. Better luck next year, 1950s.
  • What is a bit surprising is the lack of characters on the list. Of the 100 words, “princess”, “witch”, “fairy”, “pirate”, “mermaid”, “peacock”, “zombie”, “owl”, “Queen” and “batman” were the only ones with obvious character traits.

So, what does all this mean for brands? While, again, “DIY” being the top word isn’t too surprising, it is important to realize that there is a strong trend with pinners making their own costumes – not going to a party store and buying one. While this may feel like the kiss of death for some retailers, it’s actually a great opportunity to reach out to those pinners and let them know about a great sale you’re having on costumes and – hey! – they won’t have to sew a thing. And just imagine the possibilities for brands selling makeup, craft supplies or even clothing. Being able to find and engage those pinners who need your product to create their perfect Halloween costume makes you a hero, and them a lifelong fan.

Regardless of your industry, by using social listening you can find pinners actively seeking out your goods or service and create that relationship before the purchasing decision ever takes place. In the end, that’s the true power of social listening.


Melissa Megginson is resident Community Manager and Cat Lady at Tailwind, the leading Pinterest & Instagram tool for brands. Melissa specializes in affiliate marketing, public speaking, and making our members look good. Find her on Twitter and Instagram at @MelMegg.

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