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...
Basil Planting feature

March 29, 2017

How You Can Embrace Greenhouse Food Production With Confidence

Maintaining balance, learning continuously, and seeking support will help make your transition into producing greenhouse food crops a smooth one.

Read More
If your Wi-Fi is truly secure, your staff can help customers on the sales floor starting today

March 25, 2017

What Marketing Approach Can Attracts the Most Customers to Your Greenhouse?

Inc.com surveyed more than a thousand customers to find out which marketing strategies worked best to entice them to try out a new business

Read More
Leanne Kenealy, Hoffman Nursery

March 24, 2017

New Horticulturist At Hoffman Nursery Will Focus On Developing New And Better Products

Leanne Kenealy, who brings great experience in plant evaluation, says introducing consumers to new plants can hopefully generate renewed excitement for gardening.

Read More
Latest Stories
Basil Planting feature

March 29, 2017

How You Can Embrace Greenhouse Food Production With Con…

Maintaining balance, learning continuously, and seeking support will help make your transition into producing greenhouse food crops a smooth one.

Read More
If your Wi-Fi is truly secure, your staff can help customers on the sales floor starting today

March 25, 2017

What Marketing Approach Can Attracts the Most Customers…

Inc.com surveyed more than a thousand customers to find out which marketing strategies worked best to entice them to try out a new business

Read More
Leanne Kenealy, Hoffman Nursery

March 24, 2017

New Horticulturist At Hoffman Nursery Will Focus On Dev…

Leanne Kenealy, who brings great experience in plant evaluation, says introducing consumers to new plants can hopefully generate renewed excitement for gardening.

Read More

March 21, 2017

How Greenhouse Vegetable Growers Can Prepare for a Prod…

The United Fresh Produce Association is holding a Recall Ready Workshop in April that is designed to help growers properly manage a recall, from liability to communications.

Read More
Greenhouse Loyal Customer

March 16, 2017

How Brand Enthusiasts Can Be Your Most Loyal Customers

A marketing expert shares three core principles that direct-to-consumer companies can follow to create brand enthusiasts.

Read More

March 14, 2017

Expanded Customer Footprint, E-Commerce, Succession Key…

Costa Farms' acquisition of indoor foliage producer Delray Plants rocked the industry, but the story behind Delray Plants' sale is the same as for many growers struggling with succession planning. For Costa Farms, the strategic purchase expands its customer footprint and also fast tracks its foray into e-commerce.

Read More
Steve Black and Bridget Behe

March 14, 2017

AmericanHort’s First-Ever CareerUP Event to Take Place …

CareerUP is a day-long workshop that is designed to provide the skills, information, and inspiration that young professionals need to advance their careers, love their jobs, and help the industry grow.

Read More
Horticultural Research Institute Logo

March 12, 2017

Horticulture Research Institute Rings in New Year With …

More than 150 industry professionals attended a reception at MANTS, which introduced new officers and celebrated the more than $190,000 in donations for HRI research fostering business-building knowledge for the horticultural industry.

Read More

March 10, 2017

Costa Farms Expands With Purchase of Indoor Houseplant …

Costa Farms annnounced March 10 that it has acquired Delray Plants, one of the leaders in the indoor houseplant industry. The two operations are committed to the same values, principles, and goals to grow the industry, and will fit well together to accomplish this, say Randy Gilde, CEO of Delray Plants, and Joche Smith, CEO of Costa Farms.

Read More
Startup Stock Photos

March 10, 2017

Passionate Horticulture Writers Wanted To Join Our Team

GreenhouseGrower.com is looking for people to join our team and submit original content to our website about floriculture and greenhouse production of emerging crops.

Read More

March 7, 2017

Local Florists Celebrate Women’s Day and SAF Prom…

Florists across the U.S. are celebrating International Women's Day, March 8, and raising awareness for non-profit organizations. The Society of American Florists is raising its own awareness of what happens when women receive flowers with a new video for International Women's Day.

Read More
Egon and Laina Molbak

March 7, 2017

American Floral Endowment Receives Major Contribution t…

AFE recently announced that it has received a $100,000 contribution from Egon and Laina Molbak, the founders and long-time owners of Molbak’s Garden + Home outside of Seattle.

Read More
Ken and Deena Altman

March 7, 2017

Altman Plants in Escrow to Purchase EuroAmerican Propag…

Ken Altman, a co-owner of Altman Plants based in Vista, CA, has confirmed that the operation is currently in escrow to purchase EuroAmerican Propagators, the Bonsall, CA-based young plant and finished plant grower that filed Chapter 7 Bankruptcy on Jan. 23, 2017. Ken and Deena Altman are co-owners of Altman Plants and The Plug Connection, along with their son Matthew, who has recently bought into the family business. The 55 acres of land and all of the facilities on it, which were previously owned by Jerry Church, a partner in EuroAmerican Propagators, are part of the purchase agreement currently in escrow, Altman says. However, it would not be absorbed by Altman Plants, which in 2016 was number 3 on Greenhouse Grower’s Top 100 Growers list with more than 11 million square feet of environmentally controlled greenhouse production, 62 acres of shade production, and 400 acres of outdoor field production. Altman Plants’ property […]

Read More

March 2, 2017

Greenhouse Grower State of the Industry Whitepaper Avai…

This year’s survey featured a record 975 respondents and tackled topics such as sales trends, technology, major industry challenges and opportunities, and much more.

Read More
Greenhouse Grower State of the Industry Webinar

February 27, 2017

State of the Industry Webinar Available for On-Demand V…

The half-hour presentation includes an analysis of Greenhouse Grower’s 2017 State of the Industry survey, along with insights from horticulture industry leaders.

Read More
North Creek Tim McGinty Steve Castorini

February 24, 2017

AmericanHort Names New Board Members and Officers for 2…

The new board members are Steve Castorani of North Creek Nurseries, Tom Hughes of Hughes Nursery and Landscaping, and Cole Mangum of Bell Nursery.

Read More
EAGL Graduates

February 22, 2017

Emerging Industry Leaders Earn Business Management Cert…

Dr. Charlie Hall, Ellison Chair for International Floriculture at Texas A&M University, recently announced the graduation of the fourth cohort of the elite Executive Academy for Growth & Leadership (EAGL) program for nursery and greenhouse growers.

Read More
2016 Top 100 Growers List

February 18, 2017

Top 100 Growers Survey for 2017 Is Now Open!

Operations with more than 400,000 square feet of environmentally controlled production are eligible to take the survey, which only takes a few minutes to complete.

Read More