Pinterest is set to transform from a visual inspiration platform into an eCommerce haven. After publishing new eCommerce data last June 2020, it started rolling out new digital marketing tools. First off, the platform expanded its in-app shopping tools to more regions. It also launched AR try-on, shoppable recipe pins, and virtual test drives for cars. Today, Pinterest adds new shopping features.
Idea Ads with Paid Partnerships
Pinterest is now testing “Idea Ads with Paid Partnerships.” It is a joint partnership feature between brands and creators. Idea ads allow creators to tag brands on idea pins to get paid for their promotion of products and services. The test is initially available to a selected group of advertisers and creators in 15 countries.
New Merchant Details
Pinterest now allows brands to showcase their values through a new tab under the merchant detail profile. They can highlight the business as “Black-Owned,” “Inclusive,” “Responsibly-Sourced,” “Women-Owned,” etc.
Slideshow for Collections
Brand catalogs will automatically turn into “Collection Ads” through the new “slideshow for collections” on Pinterest. The slideshow aims to encourage pinners to buy more items related to their initial search.
Verified Merchant Program
A verified merchant program now allows Pinterest brands to display a verified batch on their Pinterest page. Merchants with a verified Pinterest badge also ears enhanced distribution of the pins within the platform. Pinterest’s verified merchant program initially applies to the following countries:
Pinterest adds new shopping features on 06 October 2021.
Implications for Marketers:
Pinterest’s new shopping features offer a bigger shopping basket for pinners. For marketers, such features can help boost conversion and reach. Moving forward, they can also make the latest trends a habitual shopping habit among pinners.