Pinterest announces new Shop the Look Ads

Just before the holiday marketing and shopping season is about to start, Pinterest is rolling out a new shopping feature for businesses. With the new Shop the Look Ads, the self-proclaimed product discovery platform extends its current shoppable post format to paid ads. Providing more ways for brands to dive into social commerce and for customers to interact with the brand’s products.

Shop the Look Ads make it possible to display a range of products. Inspired by the Shop the Look Pin’s, advertisers will be able to tag up to 25 items in an image. An essential addition to Pinterest’s Catalog feature. Interested shoppers will see a preview showcase of four items along the bottom of the Pin and can click through to see more and to checkout on the retailer’s site.
According to Pinterest:

“It’s the easiest way for retailers to feature multiple products in a single ad so Pinners can discover great products in the context of a Pin’s image and click to checkout on the retailer’s site.”

Br24 Blog Pinterest Shop the Look Ads: GIF animation new feature Shop the Look Ads
Image: Shop the Look Ads © Pinterest

According to Pinterest, Shop the Look Ads will be rolling out in the US over the coming months.

In addition to the new shopping feature, Pinterest also announced updates for its Business Profiles. A Shop tab that enables people to shop items directly from the profile. A customisable profile cover that allows the usage of video or images to highlight the brand story and engage Pinners more effectively. Optimised navigation with updates messaging feature for quick customer support and feedback. And last but not least, Pinterest is extending the already existing Catalog feature to selected partners in France, Germany, Spain and Italy. While also bringing Shopping Ads to these countries as well.

Pinterest shopping & advertising features

To make it easier to connect brands with interested buyers, Pinterest already introduced several shopping and advertising features for business profiles in the past. Some are currently only available in certain countries and for selected brands, but we are sure this will change soon in the future.

In style, home, beauty and DIY boards, Pinterest added Personalised Shopping Recommendations based on previous Pins of the user.

Organic Shop the Look Pins, within fashion and home décor Pins, have white, clickable dots in an image that highlight different parts of the shown look. By clicking on the dots, users can search for each item they see.

The section Shop by Brand is dedicated to specific brands that appear beneath branded Product Pins. Users can see more related products from a brand and can even view their entire catalogue by clicking “More from [brand]”.

Br24 Blog Pinterest Shop the Look Ads: Example Views of Features Personal Recommendations, Shop the Look, Shop by Brand
Image: LTR – Personal Recommendations, Shop the Look Pins, Shop by Brand © Pinterest

With the Catalog feature, brands can upload their entire product catalogue to the platform and automatically turn products into dynamic Product Pins (Pins that allow users to purchase the items).

Br24 Blog Pinterest Shop the Look Ads: View of the Catalog dashboard
Image: Catalog dashboard © Pinterest

If users search for an item on Pinterest, Shopping Search places Pins with products that can be purchased directly through the platform at the top.

For businesses and brands, with an audience on Pinterest, it is more and more important to be present on the platform. The new Shop the Look Ads are one more way to reach consumers, to strengthen product and brand awareness and, of course, to be found. Based on suitable, optimised and effective imagery.