Pinterest Aims to Improve Product Discovery With New Ad Tools

Pinterest will debut two new ad-related products designed to help brands tap into their Stories-like Idea Pins and is adding a Paid Partnership tagging process to give creators another way to make money from their Pins, according to a SocialMediaToday.com report Wednesday (June 15).

Pinterest’s Idea Ads, like Idea Pins, are full-screen, multi-page presentations, which include custom links, the report says.

“Audiences can view a brand’s inspiring content, visit their site and follow step-by-step DIYs or demos, all within the ad,” according to Pinterest’s announcement.

Idea Ads will appear in user feeds, using Pinterest’s interest-targeting tools to maximize response, making it similar to an Idea Pin that users can amplify with paid promotion to get the content in front of more users in the app. Paid partnership helps brands promote Idea Pins created by users.

These new options will allow businesses to boost the reach of their collaborative projects and get their promotions in front of the creators’ audience, their own audience and those they pay to reach. Idea Ads with paid partnership will include a “Promoted by” label below the creator’s name and links to both the creator and partner brand’s profiles in the app.

Brand collaborations with creators generate 38% higher brand awareness, on average, and 37% higher Pin awareness, the company says. That’s why Pinterest is also adding a Paid Partnership Tool that will let creators generate income from their Pins by tagging businesses in their Idea Pins.

Related: Pinterest Pivots to AI and ‘Taste Driven Shopping’ Via Acq of ‘The Yes’

Earlier this month, Pinterest announced the acquisition of The Yes, an AI-driven fashion platform that touts itself as “the first and only shopping experience that learns and gets smarter” with each visit.

In acquiring the online shopping site for an undisclosed sum, Pinterest stressed that it was building a destination that combines commercial intent with a magazine-style ability to shop products, noting that the integration of the rapidly announced and closed deal would commence immediately.