Pinterest Reveals Collages Content Is Driving More Engagement THan Standard Pins
During Pinterest's Q1 Earnings Call, CEO Bill Ready revealed that Collages, its interactive AI-powered format that allows users to cut out objects in images and combine them for shoppable collages, is driving high engagement.
According to Ready, "users are roughly three times more likely to save collage pins versus other pins on the platform," and a significant portion of the platform contains clickable products. Additionally, nearly 70% of Collage creators are Gen Z.
Why It Matters: Collages give younger users a new way to curate content to express themselves and a new surface for Pinterest to layer in shopping. This, along with other efforts like body type ranges in search and having a presence at Coachella, is helping to attract a Gen Z audience to the platform, which continues to be its fastest-growing demographic and now its largest, making up 42%.
Getting in Front of Gen Z: It’s uncommon for an app to age down, as they generally attract older users as they mature, as seen with TikTok. With a substantial Gen Z user base, brands targeting this demographic can leverage Pinterest to reach them in a less crowded space compared to TikTok or Instagram.
