For many shoppers, it all starts with the visual and Pinterest has long been the platform where people turn to for inspiration and product discovery. Over the last year, Pinterest has made huge strides in making Pins shoppable by introducing new shopping features like product Pins, catalogs, and shopping ads.
Every day millions of people save Pins to their Boards and 85% of Pinterest users are accessing it via smartphone. With the holiday season around the corner, 300 million people a month will be searching Pinterest from their mobile phone, many looking for holiday ideas.
Pinterest recently rolled out several new features that can help brands broaden their reach and boost sales. Let’s take a look at each one.
Shop the Look Ads
Pinterest is expanding its shoppable ads, enabling businesses to showcase multiple shoppable products within each Pin.
In this new format, which is rolling out in the U.S. over the coming months, advertisers will be able to tag up to 25 items in an image. Shoppers will see a preview showcase of up to four products, which users can then click through to purchase on the brand’s website. It’s a great way for retailers to highlight multiple products in a single ad and ultimately drive traffic directly to their website so that shoppers can make a purchase.
New Business Profile + Dedicated Shop Tab
Pinterest has updated its business account profiles, introducing a new dynamic look and feel. Brands can now personalize their profiles using custom images or videos.
The platform has also introduced a dedicated ‘Shop’ tab so that users can find and purchase products directly from the brand’s Business Profile page.
The new Business Profile also includes an updated messaging feature so that brands can offer “quick customer support and feedback.”
Catalogs and Shopping Ads are Expanding Globally
Catalogs is a feature that allows brands to upload a full catalog to Pinterest, turning their products into shoppable Product Pins by pulling data from the catalog’s product feed.
Pinterest is now extending the Catalog feature to select partners in France, Germany, Spain, and Italy. Furthermore, the company announced that it will bring Shopping ads to these same countries so that “retailers can automatically create Pinterest ads from an existing product catalog at scale.”
With the holidays just around the corner, eCommerce businesses would be wise to gear up for a major fourth-quarter push. National Retail Federation forecasts holiday sales to grow between 3.8-4.2%. These new Pinterest features represent an amazing opportunity to drive more sales over the holidays. Pinners are planners and start their holiday searches early. Brands can win these customers by reaching them early on in the journey. Every Pin can be the starting point for shopping and each day Pinterest is making it easier to go from a Pin to purchase.
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Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.