Listening To Gardeners On Pinterest

Trash can container on Pinterest
Pinterest users are interested in container gardening — and not just in traditional pottery.

Photography and social media go hand in hand these days. Not only are photo-based sites like Pinterest and Instagram the fastest growing, but the traditional social media sites like Facebook and Twitter are increasing their focus on photographs.

Thankfully, photography and floriculture also go hand in hand. But marketers aren’t the only ones using the beauty of floriculture to color their social media accounts. Every day, consumers share their likes, dislikes and questions through photo sharing sites like Pinterest. I did an analysis of 371 pins in Pinterest’s gardening category to determine if our perceptions of gardeners meet their aspirations. What do their pins tell us? Here’s what I found.

Of the 371 pins, 15.4 percent were wide-angle photos of gardens and landscapes, showing what many people may think of as a typical garden. One that requires digging and sweating.

Another 14 percent of the images were closeups or specimen images of ornamental plants. Although many photos go viral on Pinterest, and some even become recognizable as popular on Pinterest, the variety of different plants and flowers pinned was amazing.

Roses and peonies were the most popular plants in these photos, followed by tulips. This seems to reflect the popularity of the use of Pinterest for wedding planning. From there, there were sunflowers, magnolias, lilies, hostas, hydrangeas, orchids, campanulas and many more.

So landscapes and beauty shots of ornamentals accounted for 30 percent of the gardening pictures on Pinterest. What else is there?

Landscapes Versus Containers. Accounting for 16 percent of images, container gardens were seen in 62 of 371 images. Pinners are interested in using all kinds of objects as containers: self-watering planters made from old two-liter soda bottles, whiskey barrels, metal garbage cans, recycled tires and PVC pipes.

Vegetables, But Not Just Tomatoes. Of the 41 pictures of vegetables I found, how many would you guess were tomatoes? Thirty? In fact, there were just a handful of tomatoes among a huge assortment of other vegetables and edibles: Brussels sprouts, garlic, onions, ginger, potatoes, strawberries, herbs, sweet potatoes, pumpkins, raspberries and asparagus. Pinterest gardeners are looking for a challenge when it comes to edibles gardening.

When it comes to the numbers, the photos also fell into a few other categories: garden art (38 photos), outdoor rooms (16), succulents (10), water features (9), growing structures (8) and raised beds (7).

The How-To Advice Behind The Pins

Overarching all these categories was one defining theme. Many of the pins I saw shared advice on gardening. Photos linked to articles on how to:

• Kill weeds with a recipe of vinegar, liquid soap and salt

• Build a classy garden bench

• Set up a square foot garden

• Get rid of aphids

Overall, I found 47 examples of how-to articles, which pinners saved for future reference or shared to help out their followers with gardening projects.

This statistic tells me several things: There are many people out there on Pinterest who are looking for information and inspiration on how to become gardeners, whether it’s in a big garden, a small one or an edible one.

There are also a lot of people who look for great content and like to share it to become authorities among their social sphere. My computer was having a hard time pulling up all the collections of photos users created called, “Garden How To,” and I stopped counting at 800.

So an extremely effective one-two punch for Pinterest is beautiful photography plus great content. The article behind a pin could be the greatest gardening information ever, but without a fantastic photo, it won’t make the cut on Pinterest.

This analysis took place in mid-January. The results are sure to be much different this spring. If you get a chance this April or May, head over to Pinterest.com/all/gardening to see what garden trends you can pick out direct from the Pinterest boards of consumers. And while you’re there, what can you share?

Topics: , ,

Leave a Reply

2 comments on “Listening To Gardeners On Pinterest

More From Business Management...

January 10, 2017

5 Can’t-Miss Events and Activities at TPIE

The Florida Nursery, Growers and Landscape Association’s Tropical Plant Industry Exposition (TPIE) is fast approaching. As you plan your trip, here are five can’t-miss highlights from this year’s show.

Read More
sakata-tour-de-fresh-salad-bar-donation

January 8, 2017

Sakata’s Participation in Tour de Fresh Race Results in New Elementary School Salad Bar

On the heels of riding in the Tour de Fresh Race in July, Allen Satterlee of Sakata Seed America celebrated by presenting a new salad bar to Galt Elementary School in California.

Read More
griffin-aurora-colorado-branch

January 6, 2017

Griffin Opening New Hard-Goods-Focused Distribution Center in Colorado

The planned February opening of the 18,500 square-foot facility is part of the company’s continued expansion into the Western U.S.

Read More
Latest Stories

January 10, 2017

5 Can’t-Miss Events and Activities at TPIE

The Florida Nursery, Growers and Landscape Association’s Tropical Plant Industry Exposition (TPIE) is fast approaching. As you plan your trip, here are five can’t-miss highlights from this year’s show.

Read More
sakata-tour-de-fresh-salad-bar-donation

January 8, 2017

Sakata’s Participation in Tour de Fresh Race Results in…

On the heels of riding in the Tour de Fresh Race in July, Allen Satterlee of Sakata Seed America celebrated by presenting a new salad bar to Galt Elementary School in California.

Read More
griffin-aurora-colorado-branch

January 6, 2017

Griffin Opening New Hard-Goods-Focused Distribution Cen…

The planned February opening of the 18,500 square-foot facility is part of the company’s continued expansion into the Western U.S.

Read More
gg-january-2017-cover-arizonaeast-feature

January 5, 2017

Why ArizonaEast Is Expanding Its Succulent Production T…

In Greenhouse Grower's January cover story, learn how Brian and Joe Vitale of ArizonaEast saw a chance to expand and diversify their New Jersey-based succulent operation, and why they jumped at the opportunity.

Read More
Moana plant yard

January 4, 2017

Green Industry Poised for Continued Economic Growth in …

Positive economic indicators point to 2017 being a year of modest growth for the green industry, according to economist Charlie Hall.

Read More

January 3, 2017

Growing Optimism for the Horticulture Industry in 2017

With a new administration and a new Congress, AmericanHort's Craig Regelbrugge says the horticulture industry has reason to be cautiously optimistic that regulatory relief could be on the horizon.

Read More
2016-student-competition-award-winners

January 3, 2017

Southern Nursery Association Research Conference Procee…

On the heels of presenting awards to students in the horticulture industry, the Southern Nursery Association has compiled and published its conference research proceedings.

Read More
Farwest Show Floor

December 31, 2016

Farwest Show 2017 Will Feature New Days and Hours

The 2017 Farwest Show will take place Wednesday, Aug. 23 through Friday, Aug. 25, to allow attendees more time to visit local hot spots.

Read More
kelly-norris

December 29, 2016

Kelly Norris: 4 Ways We’re Leaving Growth Opportunities…

Horticulture is a multi-million dollar industry with lots to offer, yet we’re still overlooking several avenues for growth.

Read More
Top 100 Breakfast Panel for 2016

December 27, 2016

You Said It: The Best Quotes From 2016

Some of the industry’s leading growers and educators had strong things to say this year. Here’s a look at some of the most memorable quotes from 2016.

Read More

December 27, 2016

5 Photo Galleries You Didn’t Dare Miss in 2016

Whether it was industry event and trade show highlights or new developments in technology, these images not only spoke more than a thousand words; they drew thousands of clicks, as well.

Read More

December 27, 2016

Check Out the Top 5 Most-Read News Stories on Greenhous…

From pest outbreaks to overtime rule changes, here are the headlines that grabbed your attention in 2016.

Read More
Grow Summit 2016 group shot

December 20, 2016

Less Talk, More Action At Greenhouse Grower’s GRO…

Investing in technology, developing new marketing solutions, and recruiting young growers were just a few of the issues covered at GROW Summit 2016.

Read More
Workers are required to wear uniforms and use tools restricted to the section of the facility where they work, and street clothes are prohibited

December 16, 2016

House Failure To Address H-2B Exemption Could Affect Sp…

Despite efforts by AmericanHort and others in the industry, the House of Representatives failed to renew the Returning Worker Exemption, a policy that helps ensure that small and seasonal businesses have an adequate workforce for the peak spring season.

Read More
americanhort-hort-scholars

December 15, 2016

HortScholars Program Is Open For 2017 Applications

Presented by AmericanHort, the program is open to students in a horticulture-related degree program, and recipients will have exclusive opportunities for in-depth discussions with industry leaders at Cultivate’17.

Read More
North Creek Nurseries Bright Young Talent

December 13, 2016

Emergent Networking Event On Deck At MANTS 2017

Emergent, the collective group of young horticulture professionals who represent the next generation of growing, will host a reception on Wednesday, Jan. 11, after the MANTS tradeshow floor closes.

Read More
bailey-nurseries-veterans-workforce

December 13, 2016

How Bailey Nurseries Navigates The H-2A Program

Joe Bailey, Human Resources Director at Bailey Nurseries says each operation has to analyze their situation and decide for themselves if the H-2A program is right for them.

Read More
Bees on flowers

December 12, 2016

Pollinator Habitats Get The Spotlight In New, Multi-Mil…

The five-year, $4 million commitment from Xerces Society, General Mills, and USDA will offer technical assistance to growers to plant and protect pollinator habitats.

Read More