MASTERCLASSING

Pinterest rolls out Shop the Look ads and dynamic Business Profiles

David Murphy

Pinterest has unveiled Shop the Look ads in a new collections format for mobile. It enables retailers to feature multiple products in a single ad so Pinners can discover great products in the context of a Pin’s image and click to checkout on the retailer’s site. Inspired by Pinterest’s organic Shop the Look Pins, advertisers can tag up to 25 items in an image. With the new format, shoppers will see a preview showcase of four items and can click through to see more.

Shop the Look ads will be rolling out in the US over the coming months. Shop the Look as an organic shopping feature is currently available to select partners in international markets including the UK, Brazil, Germany, France and Japan.

Pinterest is also introducing a new, more dynamic Business Profile that brings business’ Pins and products front and centre. A dedicated Shop tab enables people to shop items directly from the profile and drive traffic to retailer’s sites. With this redesign, businesses can also customise their profile cover with video or images to more effectively highlight their brand story and engage Pinners. The streamlined navigation also includes an updated messaging feature for quick customer support and feedback.

With Catalogues, businesses can upload their full catalogue to Pinterest and automatically turn their products into shoppable Product Pins. Pinterest is now extending the feature to select partners starting in France, Germany, Spain and Italy. It is also bringing Shopping Ads to these countries so retailers can automatically create Pinterest ads from an existing product catalogue at scale, enabling them to turn their product feed into shoppable Pinterest ads.

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