Preference Choice Publication

Pinterest expands shopping features

David Murphy

Pinterest has rolled out a number of new shopping features on its platform. They include Collection Slideshow Ads, which allow advertisers to leverage their catalogues to create shoppable video-like content in the form of a slideshow of complementary products. When a Collection Slideshow ad is served, the tagged products will be dynamically selected and personalized to the Pinterest user.

Merchant Details help brands tell their story, and build a stronger connection between brands and Pinners by communicating their values, whether that’s eco-friendly, responsibly sourced, inclusive or anything else they wish to highlight.

Pinterest is also looking to help its creators build their business, experimenting with Ideas ads with paid partnership, a new ad format that works as a joint partnership between creators and advertisers. The creator makes an Idea Pin, and tags a brand partner. From there, the advertiser can promote the Idea Pin as an Idea Ad, helping both businesses and creators scale their content and reach a broader audience.  

Pinterest said 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 countries: UK, US, Ireland, Canada, Australia, New Zealand, France, Spain, Italy, Germany, Austria, Switzerland, Sweden, Brazil and Mexico. 

Research conducted by Dynata in April 2021 found that shoppers on Pinterest have 85 per cent bigger baskets compared to shoppers on other platforms.