Shopping ads are another popular format that many platforms have taken advantage of, including Instagram and Facebook, but they are booming on Pinterest as well. Pinterest reported that shopping ad revenue grew faster than their business overall and there was a six-fold increase in the number of businesses using the shopping ads format in the fourth quarter of 2020. This increase was also coupled with 85% more engagement across shopping surfaces on Pinterest—or those “surfaces” within which ads are placed on Pinterest—between April and October 2020.
So what kind of ads do people want to see on Pinterest? Pinners are 70% more likely to engage with product tags in scenes that show the product in use. People want to see your product in action rather than just in a still product shot that doesn’t tell a story. According to Pinterest, campaigns that show someone using your product are more likely to drive sales, too.
Collections ads are also a useful tool. Collections ads allow marketers to promote multiple products in the same pin. The full-screen ad experience displays a hero image and up to 24 secondary pins. This means a collections ad shows a large statement image first with up to 24 subsequent photo pins that follow the first hero image so they can remain grouped together. They drive a 6% to 18% increase in total cart size, and it makes sense why: If you see more, you buy more.
The stats speak for themselves. Pinterest is a great place to be for advertisers, especially if they’re seeking new ways of marketing to Gen Z. With all the platform’s new features and its growing younger audience, marketing on Pinterest will continue to take on new forms. Instagram along with TikTok and now Pinterest allow advertisers to cover the Gen Z market well. So maybe it’s time for advertisers to jump on the bandwagon.