Pinterest Shopping Updates: New Features for Advertisers

Pinterest Enhances Advertising Tools for Brands

Pinterest is introducing a suite of new functionalities designed to empower advertisers and brands in reaching their target audience. This rollout signifies the company’s ongoing commitment to fostering growth in both online shopping and advertising revenue on its platform.

New Features to Boost Product Promotion

A key addition is the “slideshow for collections” feature. This tool automatically transforms products from brand catalogues into engaging “collections ads.”

Pinterest emphasizes that this feature streamlines the creation of video-like content, personalized for individual users. The intention is to stimulate larger purchases, leveraging the fact that Pinterest shoppers typically have baskets 85% larger than those on other platforms.

Furthermore, these shoppers spend twice as much monthly. By presenting multiple products simultaneously via the slideshow, the likelihood of additional items being added to the cart increases.

Showcasing Brand Values

Another new feature, “merchant details,” allows brands to prominently display their core values directly on their Pinterest profiles.

Brands can highlight attributes like “responsibly sourced” and “inclusive” practices. They can also showcase affiliations with specific communities, such as “Women-owned” and “Black-owned” businesses.

Expansion of Verified Merchant Program

Pinterest is broadening the reach of its Verified Merchant Program to include Austria, Brazil, Italy, Mexico, the Netherlands, Spain, and Switzerland.

Verification provides brands with increased visibility and a distinctive “verified” badge on their profiles, signaling trustworthiness to users.

Creator and Advertiser Collaboration

A new “Idea Ads with paid partnership” feature is currently being tested. This initiative fosters collaboration between content creators and advertisers.

Creators develop Idea Pins and tag their brand partners. Advertisers can then amplify these Idea Pins as Idea Ads, expanding their reach.

Pinterest believes this collaborative approach effectively connects businesses and creators with a wider user base. Testing is underway with select partners across 15 countries.

Pinterest's Influence on Purchasing Decisions

According to the company, weekly Pinterest users are seven times more likely to identify the platform as the most influential factor in their purchasing journey, compared to other social media platforms.

“That’s why, as of today, we’re dramatically expanding our suite of shopping solutions for advertisers,” Pinterest stated in a recent blog post.

Strategic Positioning and Competitive Landscape

These new features align with Pinterest’s established position as a platform for inspiration and discovery, ultimately driving online sales.

Earlier this year, the company launched a “Shopping List” feature, designed to convert saved Pins into actual purchases.

Pinterest is actively competing in the evolving e-commerce market alongside platforms like Facebook, TikTok, and Snap, all of which have recently introduced their own shopping features.