Pinterest has a very simple proposition for advertisers. Be seen in the place where people go to find their next ideas. That’s important for a platform that doesn’t have the fame that Facebook and TikTok enjoy. The campaign highlights that most people use the platform to decide what they will do and buy next – not to post or see selfies. Not only can you reach your audience on Pinterest, you can be just the thing they were looking for such as their next try, their next save or their next purchase. 

Be Their Next highlights Pinterest’s unique audience mindset through the campaign’s use cases across five different advertiser categories – auto, retail, financial services, tech/telco and beauty.

As diverse as Pinterest users are throughout the world they have one thing in common – 97% of their top searches on Pinterest are unbranded. This means the majority of consumers are not typing a brand name into their searches so businesses of any size have the chance to be discovered, and to engage earlier with customers who are intentional, open-minded and planning what to buy. 83% of weekly Pinners made a purchase based on content they saw from brands on Pinterest.

Interest in Pinterest is also growing. The platform has added more than 100 million new monthly active users in the last twelve months to now reach a global monthly audience of +450 million. One of its strong uptaker groups is GenZ, which is broadening Pinterest’s usefulness into categories such as entertainment, tech and financial planning, GenZ Pinterest users are also 35% more likely than the average Australian internet user to say that they tell their friends and family about new products (Source: GlobalWebIndex, Gen-Zers who visited Pinterest between Q1-Q3 2020, AUS).

“On Pinterest, advertisers have the potential to connect with more than 450 million people when they’re early in their journey, when they have an idea of what they want, but haven’t decided on a brand. Ads on Pinterest are not only useful, they are additive to the Pinners experience. They help consumers determine their future projects, and ultimately, influence their next purchase decision,” stated Jim Habig Pinterest’s global head of business marketing.

“Pinterest users are a diverse audience of people, reflecting a range of interests who are looking for products and services to create a life they love. People come to the platform to plan for the projects in their lives and Canadians are coming to Pinterest to make decisions on what to do or buy next. With this unique intent-driven audience makeup, Pinterest is helping advertisers reach customers ready to make a purchase and take action,” added Erin Elofson, head of Canada and Australia at Pinterest.