Pinterest Unveils New Shopping Updates

Pinterest Unveils New Shopping Updates
B&T Magazine
Edited by B&T Magazine

For Pinners, shopping is a way of life. Since Pinners love to shop on Pinterest and discover products they love, Pinterest leads to bigger basket sizes.

In fact, shoppers on Pinterest have 85 per cent bigger baskets compared to shoppers on other platforms (Dynata, April 2021).

Pinterest’s updated Collections Ads are created for basket building. Collection Slideshow Ads allow advertisers to leverage their catalogs to create shoppable video-like content in the form of a slideshow of complementary products.

Now, advertisers can combine collections ads with video to curate immersive shoppable experiences to present their brands and products in an engaging fashion. Through these new experiences, Pinners shift from curiosity about the video to consideration about items featured in the video. When a Collection Slideshow ad is served, the tagged products will be dynamically selected and personalized to the Pinner.

Shoppers on Pinterest don’t only fall in love with a product, they fall in love with a brand. 64 per cent of Pinners say Pinterest is where they go to find an idea, product or service they can trust. Pinterest is a place where brands can build a connection with their customers and lead with their values.

Pinterest’s new inspirational Merchant Details help brands tell their story, and build a stronger connection between brands and Pinners by communicating their values, including Eco-friendly, Invested in Good, Responsibly Sourced, Personal Touch and Inclusive. In showcasing these details, merchants can better connect with Pinners who want to shop in alignment to their personal values.

In addition, Pinterest recently expanded its Verified Merchant Program to more countries including Spain, Italy, Austria, Switzerland, Brazil and Mexico, to broaden its marketplace of high-quality merchants and products that inspire Pinners.

In exchange for quality products, accurate metadata, inspirational content, and reasonable shipping and return policies, merchants receive predictable value through enhanced distribution, a badge that builds Pinner trust, and conversion reporting and insights.

Creators are an essential part of the Pinterest ecosystem because they bring inspiration into action with their creativity and expertise.

Building on new ways to help Creators build their business and earn money on the platform, Pinterest is now experimenting with Ideas ads with paid partnership, a new ad format that enables select advertisers to promote Idea Pins from managed Creators.

Idea ads with paid partnership enables businesses to scale collaborative content beyond the creator’s audiences by promoting it to their target audiences and measuring performance on Pinterest’s ad platform.

Pinners come to get inspired and to shop from their favorite brand and Creators, so great ads are expected and welcomed on Pinterest. Pinners can view inspiring videos and images and get the step-by-step breakdown within the ad.

This new ad format allows advertisers to scale their collaborative content, drive awareness, increase engagement, and build trust with their audience. Idea ads with paid partnership will launch in beta the following 15 countries: US, UK, Ireland, Canada, Australia, New Zealand, France, Spain, Italy, Germany, Austria, Switzerland, Sweden, Brazil and Mexico.

On Pinterest, shopping is about DISCOVERY. It’s about finding products you never even knew existed, and figuring out who you are along the way. That’s why Pinterest is launching a new marketing campaign in Australia during November to celebrate the unique shopping journey on Pinterest.

“We’re making sure that we’re getting in front of our customers early for the holidays this year. We learnt through Pinterest that people are searching for Christmas early, so we want to make sure we are top of mind when they are thinking about Christmas. On Pinterest, we’re able to show our customers a range of products whether they are searching for inspiration right through to purchase,” said Blaine Hudson, chapter member – digital specialists, The Warehouse Group.

“We’re expecting a considerable lift in gifting this year as friends and family are still disconnected globally. The ordinary end-of-year celebrations will be difficult to be shared in person and we’re seeing a larger surge in higher intent gifting purchases,” added Adam Sharon-Zipser, managing director at Elephant Room.

“We’re working with merchants to ensure they’re promoting their products in a way that resonates with a gift, that might mean things like bespoke bundles, special wrapping, or personalisation. Pinterest is a sensational platform for people to brainstorm and ideate, building rich content around this dynamic allows brands to get front and center of the people with the highest intent. Building out the right messaging, creative, and compounding this with a rigid ad funnel sets up the brand for optimal success over this end-of-year period.”

*GfK, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category

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