On Oct 1st, Pinterest hosted its 'Global Marketing Event of the Year,' premiering the short film Pin It to Win It. With popcorn in hand, we dove into an exploration of Pinterest’s exciting new features. The presentation excited us here at TKG showcasing significant opportunities for many of our clients to broaden their strategies by incorporating Pinterest into their channel mix. Here are the key takeaways from the event:

Pinterest’s Audience is Aging Down

When considering Pinterest's most active audience, Millennial women are often first to mind. However, in the past year, Gen Z has managed to surpass Millennials, now representing 40% of the platform’s users. Notably, it’s no longer just women - 1 in 2 Gen Z males in Australia use Pinterest monthly. This Gen Z audience is made up of highly engaged, action-oriented shoppers, making it crucial to tap into the new opportunities they bring to the platform.

Introduction of both Performance+ and Performance+ Creative

The short film introduced the new Performance+, now available in Ads Manager for Consideration, Conversion, and Catalog sales objectives. This feature integrates Pinterest’s top-performing automation and AI tools into a streamlined campaign setup, reducing inputs by 50% while enhancing optimization. The Performance+ Creative tool allows AI to modify creatives by replacing image backgrounds, boosting variation, and driving higher engagement. Pinterest is continuing to develop this tool, aiming to enable AI to seamlessly adapt creatives to fit users' unique aesthetics and interests. These advancements make it easier than ever to achieve strong results with Pinterest campaigns.

Pinterest is Now a Full-Funnel Advertising Platform

Gone are the days of Pinterest simply being a discovery platform – it has evolved into a full-funnel advertising powerhouse, offering brands the ability to engage users at every stage of their customer journey. From the initial spark of inspiration to the final purchase decision, Pinterest’s new tools and features enable advertisers to create highly effective campaigns that drive awareness, consideration, and conversions. No longer limited to top-of-the-funnel awareness campaigns, Pinterest now provides a comprehensive suite of tools that allow advertisers to nurture their audience through every step of the journey—from discovery to conversion and even post-conversion engagement.

In summary, the event highlighted Pinterest’s commitment to evolving as a dynamic advertising platform, providing marketers with powerful tools to reach new audiences, drive stronger results, and stay ahead in the digital landscape.