Pinterest has launched two new ad formats to make it easier for business to promote their own multimedia content via the social media platform, set to be made available across 30 countries worldwide.
‘Idea ads’ and ‘Idea ads with paid partnership’ will combine videos and images to create an immersive experience across multiple pages, whilst also enabling brands and creators to more easily collaborate with each other to generate sponsored content and give them access to the image-sharing platform’s 400 million plus monthly users.
Research carried out by Pinterest found that brands who worked with creators on the platform were able gain 38% high brand awareness in relation to other brands, whilst users who saw a product featured in an ‘Idea ad’ were 59% more likely to recall that brand.
A host of global firms have already used the platform’s ‘Idea ads with paid partnership’ service, including US brands Gatorade and 3M alongside Coty Canada and MAC Cosmetics Australia.
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“Handing over the creative power to a Pinterest creator allowed for an authentic moment of fitness that could only come from that creator. It made our ads feel new, natural and engaging,” Gatorade marketing assistant manager, Johanna Lugo said.
M.A.C Cosmetics Australia and New Zealand consumer marketing manager, Jessica Travers added: “Pinterest is such a positive and inclusive platform where hundreds of millions of people around the world seek out ideas to inspire their future purchases.
“Inclusivity and diversity are core values of the M.A.C Cosmetics brand and so it was important for us to visualise this commitment on Pinterest by supporting and amplifying the faces and voices of diverse creators in our market.
She concluded: “Utilising Pinterest as a way to bring our brand together with creators who resonate with consumers provided us with an opportunity to reach new audiences with our inclusive content at the very moment they are seeking inspiration.”
