Tim Peterson says, “Pinterest wants brands to feel like they already have an attentive audience to advertise to on its platform. So after adding the ability for brands to retarget people who visit their sites and use their apps with ads on Pinterest, the company is now introducing a way for brands to advertise to people who click on or save brand-related pins that are posted to Pinterest.

“Engagement data [like pin clicks and saves] show much higher intent and are more valuable than simply liking a page or following a brand’s account,” said Pinterest product manager Frank Fumarola.

According to Pinterest, people who have interacted with a brand-related pin, such as by clicking on it, within the past 30 days are 2.2 times more likely to buy a product from that brand than people who don’t interact with a pin related to that brand. Considering that 75% of the pins on Pinterest are brand-related, like pins linking to product pages, Pinterest thinks it offers brands a lot of opportunities to attract actual customers, which is also why the company is renaming its lookalike targeting option to “actalike” targeting“.

Pinterest will target ads to people who click on, save brand-related pins

Marketing Land

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