Pinterest Boosts Shopping with New Partnerships and Features
Pinterest is boosting its shopping capabilities with new partnerships and features. The platform, described by CEO Bill Ready as an 'AI-enabled shopping assistant', is enhancing visual search and product discovery. US advertisers can expect these improvements in the coming weeks.
Pinterest has teamed up with Instacart and MikMak to improve advertising. These partnerships enable seamless shopping experiences and better conversion tracking for advertisers. Preliminary tests showed that 'where-to-buy' links drove higher user engagement and stronger campaign performance compared to external landing pages.
Pinterest is also introducing 'where-to-buy' links in image ads, connecting users to multiple retailers with products in stock. Additionally, it has partnered with Instacart to introduce shoppable Pinterest ads, allowing users to buy products directly via Instacart.
These updates aim to help CPG advertisers connect inspiration to lower-funnel action and gain actionable insights. Pinterest is joining TikTok in becoming a prominent product discovery platform for Gen Z shoppers, with US shoppers spending significantly on Facebook Marketplace among social media giants.
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