Pinterest Announces Idea Ads, A New Ad Format That Enables Brands To Amplify Sponsored Creator Content
Source: Pinterest
Last week, Pinterest announced new tools to help advertisers get in front of shoppers on the platform.
One of the highlights was Idea Ads, a new ad format that builds on Idea Pins, the platform’s version of the popular Stories content format.
"Building on our immersive Idea Pin format, we're testing Idea Ads with paid partnership. This new format is a joint partnership between creators and advertisers. The creator makes an Idea Pin, and tags a brand partner. From there, the advertiser can promote the Idea Pin as an Idea Ad," Pinterest shared in a press release.
How Idea Ads Work
When creators share an Idea Pin and tag a brand partner to disclose the paid partnership, the brand will have the ability to promote the Idea Pin as an Idea Ad, allowing the brand to scale the content beyond creators’ organic following, reach a broader audience, and measure performance through Pinterest’s Ads Manager.
Idea Ads appear with a profile image of the creator, a 'Paid Partnership' label, and are shown on mobile to the creator's followers and other users, based on the desired target audience indicated in Ads Manager. Users that come across Idea Ads have the option to follow the creator, save the Pin and visit the URL associated with the ad.
On the other hand, there are some limitations to amplifying Idea Pins. For example, there isn't the ability to create Idea Ads from Idea Pins containing product tags, mentions, or affiliate links.
Currently, Idea Ads are in testing with a select group of creators and brands across 15 countries.
Ideas Ads Are Pinterest’s Version Of Branded Content Ads & Spark Ads
Essentially, Idea Ads are the equivalent of Instagram's Branded Content Ads and TikTok's Spark Ads features, enabling advertisers to turn organic influencer content into paid ads with permission from the creator. Branded Content Ads have been around for a few years now, while Spark Ads just launched a couple of months ago. However, both have been embraced by brands looking to amplify creator content and leverage the detailed targeting options and tools that both platforms provide.
The Continued Trend of Creator-Driven Content
Idea Ads continue the trend of social media platforms providing brands with new ways to leverage creator content. Through Idea Ads, brands can bring together authentic, influencer-generated content and powerful paid media tools to create non-disruptive ads that can help move consumers through the purchase journey.
Paid media is nothing new, as most brands have been churning out ads for years across different social media platforms. However, there has been a gradual shift in brands utilizing creator content for ads vs. in-house produced content. By leveraging creator content for ads, brands can connect with consumers and tell their story through the creator's voice and strengthen social proof to increase awareness, generate engagement, and drive sales.
Today, brands want to work with creators to create authentic and trustworthy content but desire to get that content in front of a larger, relevant audience. However, with organic reach declining across most platforms and creators coming in all sizes, this isn't always possible solely through organic efforts. As a result, native ad formats like Idea Ads provide brands the opportunity to do so more effectively.
Idea Ads is the latest paid media solution, but it won’t be the last. To generate more ad revenue and appeal to brands and creators, expect to see more investments in paid media solutions by platforms, especially those that can bring brands and creators together and provide benefits to both.
Pinterest For Influencer Marketing
Compared to Instagram, TikTok, and YouTube, Pinterest is one of the most underutilized and untapped platforms for influencer marketing. With a diversifying userbase, robust e-commerce capabilities, and new ways for brands and creators to collaborate, brands of all sizes and verticals should consider investing or upping their influencer marketing efforts on the platform.
Pinterest likely won’t ever generate the buzz that the TikToks of the world do, but the potential ROI for brands and creators is massive.
