Pinterest is adding new features to make buying and selling easier on the site, the platform announced at Pinterest Presents — their second annual global advertiser summit.
In 2021, platforms like Facebook, Instagram, TikTok and even Twitter began introducing or expanding social commerce features to their platforms to help attract advertisers. It looks like this trend will continue in 2022, with Pinterest looking to remain competitive in the space and doubling down on its focus.
While marketers see Pinterest as less effective than other platforms for reaching their goals, outside of Snapchat at least, the platform has been gaining more attention. In 2021, marketers said Pinterest’s effectiveness grew by 140% compared to 2020, according to Hootsuite’s Social Trends 2022 report.
“A more inspiring, visual, enjoyable environment leads to more purchases, and we find that shoppers on Pinterest spend and buy more than shoppers on competitive platforms, said Julie Towns, global head of ads product marketing, at the summit.
One big way Pinterest is looking to grow is by adding “Your Shop,” a shopping page on the app that features products tailored to user preferences. The items showcased in the shop will be customized based on past activity.
To make the shopping experience more seamless, Pinterest is also adding an in-app checkout option for Shopify merchants, which will make purchasing items faster than before.
The platform also introduced a new Shopping API to make it easier for merchants to add their product catalogs and feed their Pin product listings.
For marketers using the platform, Pinterest has also made changes to its Pinterest Trends, a feature that gives insight into how well certain topics do in the app.
Marketers in the U.S., Canada and the U.K., will be able to see real-time search data, personalized trend recommendations and more trend types and audience tools.