October 12, 2021
Pinterest in-app shopping has officially been rolled out to 7 more countries, giving more users the ability to shop directly from Pins and boards. Merchants and pinners from Austria, Brazil, Italy, the Netherlands, Spain, Mexico, and Switzerland will now be able to enjoy shopping on Pinterest.
This update brings the total number of supported countries to 30 (see complete list of countries here). These in-app shopping options provide direct linkage between pinned image and purchase link, making it so easy for pinners to go ahead and purchase the items featured on the content.
As a business owner, you might wonder why Pinterest in-app shopping is a big deal. Here are some quick stats for you:
While Pinterest’s 450 million users may not seem that big as compared to Facebook’s 2.89 billion, it’s still a very valuable social media platform due to a number of reasons:
Based on this data, the reality is simple: Pinterest is for people who love to shop, so as a brand owner it only makes sense to jump on this new in-app shopping feature if it is available in your country.
Pinterest uses Product Pins to help brands get their products in front of users who are already looking for things to buy. They are rich in metadata which contains pricing information, product name, description, and availability.
Product Pins come from 2 sources: Catalogs and Rich Pins. Product Pins from catalogs can be added to product groups and promoted as shopping ads, whereas Rich Pins are saved directly from a product page and can’t be made into product groups or promoted as shopping ads.
So if you are focused on running shopping ads on Pinterest, then you should always use Catalogs and take advantage of the in-app shopping features.
Beginning in early 2020, Pinterest has since launched several features focused on e-commerce:
To begin taking advantage of shopping ads, you first need to have a Pinterest business account. Once you have set this up, you may start running ads by going to Ads Manager at ads.pinterest.com. The first time you access Ads Manager, you’ll be asked to select your country. Your billing currency will depend on this and cannot be changed once you have set it up.
Before promoting your Pins, make sure they meet these requirements:
Pinterest remains to be underutilized by many despite it being a great channel to showcase products. Remember that good exposure is everything, and while other networks focus on connection and engagement, Pinterest focuses on curating visuals using products that can be easily seen by the people who want them.
Either way, for individual brands, it provides another consideration in your marketing efforts, which could help to drive direct conversions from Pinterest’s in-app shopping feature.
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