It was literally lights, camera, and action for Pinterest this year, as the company’s version of a global upfront, Pinterest Presents, unveiled a slate of new and updated products and features. The online event was an on-brand reimagining of an upfront from the perspective of the Pinterest executives fictionally preparing for an upfront presentation.
The annual global advertiser summit highlighted why this year presents a prime opportunity for brands to partner with the social media platform, and included appearances from famous faces including Heidi Gardner, Aisling Bea, Rashida “Sheedz” Olayiwola, and Harvey Guillén.
Speaking about the new suite of products, chief revenue officer Bill Watkins said “We are innovating faster than ever before with a robust slate of relevant, personalised products to reach consumers with intent, and we’re building with the goal to be the industry’s best full funnel solution.
“We’ve made Pinterest more measurable from first impression to last click and we’re excited to share more about our new products that span the consumer journey, all in a more positive place online.”
The new and updated products and features announced at the summit are:
For Advertisers and Brands
For advertisers and brands looking to reach Pinterest’s audiences, the platform will be offering a series of new ad formats and tools.
Premiere Spotlight on search and home feed: Brands can exclusively own placements on Pinterest to promote their campaign. This change will work to maximise visibility with consumers.
Showcase ads: The new interactive ad solution allows users to preview and explore a brand’s content by swiping through branded images. As a result, the tool aims to help consumers discover things like seasonal looks, mini recipe books, or unique features of a car.
Quiz ads: Brands can create a quiz that aims to lead consumers to more personalised ideas. With this data, they can move consumers toward a purchase.
Creative Studio: This new tool is currently in early testing. It works by giving brands a quick way to generate lifestyle imagery for product Pins. Brands will be able to add their Pin link, select the prompts that match their need, and Creative Studio will then generate a selection of custom background images.
Shopping is a major driver of visitors to Pinterest, and a study shows that 55% of Pinterest users think of the platform as a place to shop. Pinterest Presents saw the announcement of new features that will aim to help users discover shopping destinations.
Mobile Deep Links and Direct Links: Mobile deep links aim to quickly direct users to a specific page in a retailer’s mobile app, making it easier to shop for products after clicking on a shopping ad. Direct links take people straight from a Pinterest ad to a retailer’s website, reducing the steps it takes for users to go from discovering a product to checkout.
eCommerce Integrations: Pinterest is expanding its integration ecosystem with two new integrations for Salesforce Commerce Cloud and Adobe Commerce native applications to all monetised markets. These integrations aim to allow merchants to manage their Pinterest product catalogues and set them up directly within the applications they already use for Salesforce or Adobe.
Pinterest has also unveiled improvements to its automated business tools to help manage its clients’ presence on Pinterest.
Pinterest’s Business Manager: A tool for advertisers that helps them automate workstreams.
Finally, the new innovations wrapped up with a focus on the people who make Pinterest tick: the user base.
Collages: This new feature is designed to help users personalise ideas and refine their vision, working to bring their inspiration to life. Leveraging the platform’s visual technology, Collages enable users to cut objects out of a Pin and combine them with other cutouts to create an interactive collage of ideas. Brands can get involved by updating their catalogues so users can add their products to Collages.