Pinterest has announced some new AI-powered display and discovery tools, to help marketers showcase their products, and tap into the latest relevant trends in their sector.
And given that Pinterest now has 570 million discovery-focused users, these could indeed be valuable additions to your process.
First off, Pinterest is rolling out a new AI-powered collage generation option, which will group your products into relevant collections based on user engagement.
As per Pinterest:
“Auto-collages enables advertisers to turn their existing Pinterest product catalog into thousands of new shoppable collages in minutes.”
As you can see in the above example, the new process will use AI to curate, cut out and group products together into unique, shoppable Pin images.
The AI system behind these collages will be able to match products based on several different concepts:
- Outfit ideas: Items that make up a stylish look based on existing outfits and builds a new outfit collage
- User engagement: Collages that emulate existing collages that have seen strong engagement in the app
- Similar products: Grouping similar products together in a grid-style collage
- User saves: Highlighting products similar to what users have saved on their boards
So, using these options, you’ll be able to create collages that appeal to different audiences, without having to come up with these matches yourself.
And the collage format has already proven popular in the app.
Pinterest generated a lot of interest in its separate “Shuffles” collage creation app back in 2023, and has since integrated more collage creation tools into its main platform.
Pinterest says that tens of millions of collages are built by users, making it one of its most popular content formats, and this process will give brands a way to lean into this shift.
Pinterest says that it’s working with Macy’s for initial testing of the option, with expansion planned “in the coming months.
Pinterest is also rolling out some new AI updates for its Pinterest Trends tool, which highlights key usage trends across the app.
Pinterest is adding three new insight elements to Pinterest Trends:
- Trends in the Spotlight - Takes the guesswork out of trend analysis by grouping trends into high-level themes based on what Pinterest users are saving, making it easier to see the top trends to put into action. For example, a skincare brand can now look up the top 5 trending topics under “beauty” and find trend descriptions and visuals to better inform upcoming campaign creative.
- Shopping trends - Turns curation on Pinterest into insights for advertisers. For example, a skincare brand looking to reach Gen Z can see what product categories they’re planning to buy, based on what they are saving to their boards and clicking to buy on retailers’ websites. Brands can also visualize top trending searches in the category (like “body skin care” or “hydration”) to inform their upcoming campaigns.
- Editors’ Picks - Delivers data-backed, cultural trends resonating with users that are hand-curated by Pinterest Editors. Brands can respond to cultural moments by turning these trends into standout campaigns through Editorial Sponsorship.
So now, you’ll have more ways to dig into Pin usage data, which could help to inform your Pin marketing approach.
And Pinterest Trends is definitely worth checking out. The platform provides in-depth data on any keyword that you’re interested in, and how Pinners are engaging with that topic.
Key info for your strategy.
These are some handy updates, which see Pinterest moving to integrate more AI-powered tools into its customer service and marketing stack. And by tapping into systematic understanding of what Pinners are engaging with, that could be a powerful means to distribute your content, and maximize reach and resonance in the app.
