Pinterest will roll out new ad features for brands to promote products and ideas to users, the digital pinboard corporation announced on Wednesday, the latest ad features are part of an effort to grow online shopping on its site. The ad features come as social media competitors including Facebook, TikTok, and Snap Inc strive for the profitable e-commerce market with in-app shopping or virtual clothing try-on.
The Latest Ad Features Will Boost Online Shopping
Labels can now upload their merchandise catalogs and Pinterest will automatically pull articles into a slideshow advertisement that will be tailored to users based on their interests, the firm said. The latest ad features will make it easier for promoters to have video ads and promote online shopping, which can be time-consuming to create, said Julie Towns, global head of ads product marketing at Pinterest.
“We want to drive that attention-grabbing aspect that video has,” she said. Even as other tech titans join e-commerce, Pinterest’s advantage is users come to the app with an online shopping mindset and to “plan their future,” said Jon Kaplan, Pinterest’s chief revenue officer.
Pinterest is Place Where People Look for Inspiration
Furthermore, the site has become generally known as the place where users can gather ideas for topics such as weddings, home decor, or recipes. Pinterest will also introduce an ad format to facilitate companies and content creators serving together on paid partnerships. For instance, a creator can make a video post about a dessert recipe, and a baking brand can pay to promote that ad to more users.
Pinterest is rolling out another new online shopping booster feature called “merchant details” to enable brands to showcase their values on their profile. Brands can showcase values such as “responsibly sourced” and “inclusive.” Moreover, firms can also highlight communities that they are a part of, such as “Women-owned” and “Black-owned.”
Pinterest is Also Developing a Verified Merchant Program
The platform is also developing its Verified Merchant Program, which assists users to find vetted brands, in Austria, Brazil, Italy, Mexico, the Netherlands, Spain, and Switzerland. Labels who have been vetted receive improved distribution and a “verified” badge on their profiles.
“People who use Pinterest weekly are 7x more likely to say it’s the most influential platform in their purchase journey, compared to social media platforms. That’s why, as of today, we’re dramatically expanding our suite of shopping solutions for advertisers,” the company said in a blog post.