Pinterest has announced several new features for advertisers, including improved campaign automation, customized background generation (powered by AI), and Promoted Pin collages to showcase related products.
Plus, there are some interesting and valuable extra features that will generate even more interest in your pins.
First, Pinterest isPerformance+ gives you more ways to optimize every element of your Promoted Pin creation through a systematic process.
So instead of relying on your own knowledge of pins, this system essentially lets you trust Pinterest’s ad creation and audience matching process to deliver results, which is exactly what Pinterest says.
According to Pinterest:
“Initial results from alpha testing show that most advertisers saw a 10% or greater improvement in cost per acquisition (CPA) for conversion and catalog sales campaigns, and a 10% or greater improvement in cost per click for consideration campaigns.Additionally, the Performance+ tools suite reduces the input required by 50%, dramatically shortening campaign creation time.”
This can be a good way to improve the performance of your Pins without doing the in-depth research that manual targeting requires.
Pinterest is also adding AI background generation for product images, which will help personalize creative based on each user’s preferred style and trends of interest.
As you can see from this example, Pinterest’s background generator allows you to re-adjust your product images to match your viewers’ preferred style.
““With this experiment, Pinterest will generate personalized lifestyle backgrounds to enrich and deepen engagement with product Pins. The feature uses signals that reflect the preferences of Pinterest users in the US to generate personalized backgrounds that fit your aesthetic.”
So if a user has a preference for a particular aesthetic style, the system can match that as the background for a product, providing more context for how the item fits into the user’s design plan.
This is a really interesting and valuable use of generative AI, helping you increase engagement based on specific trends of interest.
Pinterest is also looking to integrate the popularity of its separate app, Shuffles, into Pinterest by allowing advertising collages with product listings attached to each image.
““We’re currently working with advertisers to test Collages to make this engaging new content more shoppable and discoverable through promotions. Select advertisers will be able to tag products within Collages and promote them as Showcase or Collection ads, allowing users to tap to learn more about their brand or product.”
Pinterest says it’s currently testing ad collages. A small number of advertisers have joined ahead of a planned expansion later this year.
The new update is part of Pinterest’s new “Ad Labs” innovation program, which will be a testing ground for all of its evolving AI features.
““Pinterest Ad Labs is a new innovation program for select brands to test prototypes of new creative and advertising tools, from generative AI features powered by personalized insights to interactive shopping features via Collage. Our goal is to encourage experimentation, learn from advertiser feedback, and bring the best new tools to market quickly.”
As Pinterest seeks to drum up interest in its advertising services while emphasizing its value as an online shopping mall, these new tools give it even more ways to stay in tune with trends on the leading platform, potentially generating big profits.
While some marketers are still hesitant to put too much trust in automation, there are some very interesting tools out there that can definitely help you boost engagement on your Pins.
