Pinterest Unveils New Shopping Features for Enhanced Gen Z Experience
TikTok and Pinterest are emerging as popular product discovery platforms for Gen Z shoppers. Pinterest, in particular, has bolstered its visual search and AI capabilities, and is now rolling out new shopping features to enhance user experience.
Pinterest has partnered with Instacart to introduce shoppable ads, allowing users to purchase products directly via Instacart. Additionally, the platform is introducing 'where-to-buy' links for image ads, connecting users to multiple retailers with products in stock. Preliminary tests showed higher user engagement and stronger campaign performance with these new features.
Pinterest CEO Bill Ready describes the platform as an 'AI-enabled shopping assistant'. The company has also partnered with third-party providers like Google Analytics to improve advertising capabilities and personalize ads. Meanwhile, among social media giants, U.S. shoppers spent the most on Facebook Marketplace. For a seamless shopping experience, advertisers can use Pinterest's 'where-to-buy' links through Pear Commerce or MikMak. Pinterest is also helping CPG advertisers connect inspiration to lower-funnel action and gain purchase intent signals.
Pinterest's new shopping features, including shoppable ads and 'where-to-buy' links, are set to enhance user experience and drive stronger campaign performance. These features will be available to U.S. advertisers in the coming weeks, further cementing Pinterest's position as a prominent product discovery platform.
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