1 month ago
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With over 522 million monthly active users, Pinterest has become one of the most popular platforms among Gen Z, and brands are taking notice.
Though Pinterest was once known as a platform solely for creating visually pleasing mood boards, the platform has evolved into one of the biggest search and discovery engines. And with the shopping and ad features added in 2020, it has quickly attracted an even larger audience, especially younger consumers. According to Pinterest data from May, Gen Z is its fastest-growing audience, making up more than 40% of Pinterest’s global monthly users.
Pinterest’s newer advertising capabilities have also created a prime opportunity for brands. Since 2014, L’Oréal USA has worked with Pinterest on a handful of content marketing initiatives, and in recent years that partnership has expanded into new territory — L’Oréal has been teaming with the platform to help it launch new features. In 2021, L’Oréal tapped over 20 Pinterest creators to create branded content for seven of L’Oréal’s personal care brands. The campaign was tied to Pinterest’s newly launched Idea Pins feature, which allows creators to produce interactive, short-form videos to engage consumers and educate them on trends and products. The impact of that partnership resulted in increased traffic, sales and earned media value for its brands, particularly Maybelline.
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English (US) ·