Pinterest is launching new ad tools to help with the
creation of Stories-like Idea Pins, and a ‘Paid Partnership’ tool for
generating profit and maximizing product discovery.
The new ‘Idea Ads’ offer full-screen, multi-page
presentations consisting of custom links, so audiences can “view a brand’s
inspiring content, visit their site and follow step-by-step DIYs or demos,” according
to Pinterest. These ads will be displayed on users’ feed.
Additionally, Idea Ads can be promoted using paid partnership, hence helping brands create better content, and profiting creators for their skills. A ‘Promoted by’ label would appear with these ads, below the creator’s name.
Brand collaboration is a successful promotional approach on
Pinterest, as confirmed by the company itself that claims brand collaborations
with creators generate 38% higher brand awareness, on average, and 37% higher
Pin awareness.
Speaking of brand collaboration, Pinterest’s new Paid
Partnership tool is another pathway for creators to generate revenue from their
creative efforts. The feature works by simply tagging partner businesses in Idea
Pins, which notifies the businesses of collaboration opportunities, hence
making way for formation of partnerships.
Considering the decline in Pinterest’s number of users over
the past year, the Paid Partnership tool could also help in highlighting the
value of Pins, and could therefore, be a significant addition to
the platform.
