Pinterest has launched its first B2B campaign aimed at advertisers in the US, the UK, France, Germany, Canada, and Australia.
With close to 460 million monthly active users, Pinterest is one of the top platforms where people get inspired, discover new things, and save new ideas. Although the most popular categories are Entertainment, Education, Art, and Fashion, recent user growth is driving traffic to newer categories like tech and financial planning.
To encourage brands of all sizes to take advantage of this, Pinterest has launched its first B2B campaign, called “Be their next,” which aims to present the advantages of its platform and the opportunities it offers.
“Not only can you reach your audience here — you can be just the thing they were looking for,” explains Jim Habig, Global Head of Business Marketing at Pinterest. “Their next try. Their next save. Their next buy. From inspiring auto advertisers to market their sustainable vehicles to helping beauty brands position up-and-coming indie beauty looks, the campaign videos speak to five different advertiser verticals.”
Recent Global Web Index research finds that 97% of the top Pinterest searches are unbranded, so there is a huge opportunity for different businesses to engage with people “who are open and planning their future buying decisions.”
Furthermore, 83% of weekly Pinners made a purchase based on brand content they saw on Pinterest. Also, US Gen Z’s are 25% more likely than average internet users to share information about new products with their family and friends.
Finally, according to the research, Pinners are 50% more likely to discover new brands from ads seen on digital platforms, while 44% are more likely to buy from the brands they discover – compared to non-Pinners.
All the above make Pinterest an interesting opportunity for brands to put more resources into Pinterest as a B2B marketing channel.
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