Pinterest and Wattpad Turn Gen Z’s Romantic Book Fantasies Into Visual Realities
What do Pinterest and Wattpad have in common? Gen Z. This Valentine’s Day, the two digital platforms joined forces to turn the traditional one-day celebration into a week-long love manifestation. Introducing Romance Week – from February 12-18 Pinterest and Wattpad are collaborating to help Gen Z readers visualize and manifest their romantic fantasies.
For marketers, this collaboration offers a wealth of insights into the power of visual storytelling, the importance of diverse content, and the evolving preferences of young, digital-first audiences.
Here’s why this partnership is a must-follow for readers and marketers alike:
Empower Gen Z Readers
Digital reading platforms are becoming increasingly more popular among Gen Z and Millennials – the two demographics that make up a majority of Wattpad’s audience of 90 million people. Over the past 30 days, data shows readers on Wattpad have spent over 79 million hours reading romance.(1) This synergy between reading and visualizing on Pinterest underscores the evolving consumption habits of young audiences.
Visualize Romance Genres
Five Wattpad authors from popular romance genres – romcom, sports romance, paranormal romance, romantasy and spice up your life – are bringing their stories to life through meticulously crafted Pinterest boards. These boards, featuring wallpapers, collages, moodboards, and carefully selected quotes, allow readers to visually immerse themselves in the narratives, showcasing a blend of storytelling and visual inspiration.
Manifest With Vision Boards
Gen Z isn’t just exploring romance trends on Pinterest, they’re also creating and manifesting romance through vision boards. Drawing inspiration from Wattpad’s romance genres, they are transforming their romantic fantasies into visual realities. This move beyond passive consumption to active creation represents a deep engagement with content, offering marketers unique insights into harnessing the power of visual platforms for storytelling and brand engagement.
Gen Z Leads the Romance Trends
More than 498 million people around the world turn to Pinterest for inspiration and of that, 40 per cent of their monthly users are Gen Z, meaning they’re dominating the searches.(2,3) They’re now coming to the platform to help manifest their romantic interests with searches for “vision board romance” increasing 17x and searches for “romance manifestation” increasing 60 per cent.(4) This shift in content engagement not only highlights Gen Z's unique interests but also signals an opportunity for brands to tap into these trends, creating targeted campaigns that resonate with the desires and digital behaviors of this influential demographic.
This Valentine's Week, Pinterest and Wattpad are not just celebrating love; they're revolutionizing how Gen Z engages with and manifests their romantic fantasies.
(1) Wattpad internal reading data; global; from December 19, 2023 to January 18, 2024
(2) Pinterest, global analysis, Q3 2023
(3) Pinterest internal data; Global; Gen Z audience ages 18-14, November 2023 vs November 2022
(4) Pinterest internal search data; global; Dec 2022 to Jan 2023 vs Dec 2023 to Jan 2024
