Pinterest to roll out new advertising features to boost online shopping

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The Pinterest app is seen on a smartphone in this illustration taken on July 13, 2021. REUTERS
  • The features come as social media rivals Facebook, TikTok, and Snap Inc vie for the lucrative ecommerce market.
  • Pinterest says brands can now upload their product catalogs to the site.
  • The site also introduces an advertising format to facilitate businesses and content creators.

Pinterest will roll out new advertising features for brands to promote their products and ideas to users with the aim of expanding online shopping on its site, the digital bulletin board company said on Wednesday.

The features come as social media rivals including Facebook, TikTok and Snap Inc compete for the lucrative ecommerce market with in-app purchases or virtual clothing trials.

Brands can now upload their product catalogs and Pinterest will automatically embed the items into an advertising slideshow that is tailored to users based on their interests, the company said.

This feature will make it easier for advertisers to have video ads, which can take a long time to produce, said Julie Towns, global head of ad product marketing at Pinterest.

“We want to develop this eye-catching aspect of the video,” she said.

Even as other tech giants enter e-commerce, the benefit of Pinterest is that users access the app with a buying mindset and to “plan for the future,” Jon said. Kaplan, Pinterest chief revenue officer.

The site has become widely known as the place where users can save ideas for topics such as weddings, home decor, or recipes.

Pinterest will also introduce an advertising format to facilitate collaboration between businesses and content creators in paid partnerships. For example, a creator can post a video about a dessert recipe, and a baking brand can pay to promote that ad to more users.


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