Pinterest is more than a platform to create inspirational boards. It is already the reference search engine for thousands of users worldwide, especially among the youngest. And the company’s objective is to capitalize on this use by consumers to gain competitive advantage.
This has recently transferred it in its “Pinterest Present” event, in which the platform has revealed some of the new advertising formats that you make available to advertisers to impact the audiences taking advantage of their visual capabilities and their participatory community.
In the meeting he highlighted the penetration he has gained between the new generations and the positioning achieved in the field of search and discovery. For this, he has resorted to figures from an analysis with Adobe last March between 800 consumers and 200 business owners.
47% of generation Z USA Pinterest as a search engine
The data indicates that two out of five consumers (39%) have used Pinterest as a search engine. The Z generation is the one that most used it for this purpose (47%), and women are twice as well as men to do so.
However, one of the most striking findings is that 36% of consumers who point to use Pinterest as a search engine claim to start their consultations instead of Google. The figure rises to 39% for generation Z.
The visual format of the platform, or custom results, are some of the reasons that are motivating users to choose Pinterest as a search engine against more traditional options. The ease of saving ideas and the possibility of discovering new trends are also some of the consumer arguments.
More specifically, 61% of the interviewees consider that Pinterest’s search results adapt better to their needs than those of Google. This opinion is especially evident among generation Z (71 %). In addition, users claim to trust Pinterest more than in traditional search engines. Again, this is especially notable among young people.
The search quality is another factor, with 26% of users pointing out that rarely or never finds low quality content generated by AI in the search results of Pinterest.
In addition, Pinterest has long since stopped being a space dedicated only to finding inspiration, but more and more users go to it with the willingness to find information or buy. According to Adobe’s research, 13% claim to look for products recommendations in Pinterest, and 10% use it to inform themselves about new products or services.
These behaviors and perceptions by the audience have also attracted advertisers, who resort to Pinterest not only to boost their brands, but also their results. Generating traffic to the website or generating brand recognition are some of the main marketing uses that companies give to the platform.
80% of advertisers point out that Pinterest exceeds other platforms, such as Instagram or Facebook, when maintaining consumers’ interest and interaction with their content.
New ad formats on Pinterest
Pinterest intends to continue positioning strategically around the search and has presented new advertising solutions with the visual focus to capture attention and promote user action. Among them, commitment to advertisements from the search top search, since according to Pinterest data, 45% of the clicks occur in the first ten spaces of the search results.
This format, as the platform points out, guarantees that the products of a brand are seen where purchase journeys usually begin. The results of the beta phase indicate these ads collect a CTR by 29% higher compared to other formats.
In addition, it is introducing local inventory ads. With them the brands can show real -time prices for stock articles within the user’s approximate radius. The tests point to greater efficiency of this format compared to others, as well as increases in store visits.
