Pinterest has launched its first-ever business marketing campaign to engage advertisers from six countries by highlighting the platform’s unique audience mindset through inspirational use cases based on Pinterest insights across auto and retail to financial services, tech/telco and beauty.

Most people use Pinterest to decide what they will do and buy next, and the heart of the ‘Be their next’ campaign is to not only reach an audience, but to be the thing they were looking for such as their next try, next save, and next purchase. 

Advertisers have the unique opportunity to reach consumers on Pinterest with 97% of top searches being unbranded – meaning Pinners are not typing a brand name into the search bar. Furthermore, more than 8 in 10 weekly Pinners (83%) made a purchase based on content they saw from brands on Pinterest.

Over the past year, Pinterest has added more than 100 million new monthly active users, enabling advertisers to reach a global monthly audience of more than 450 million. Fuelling this growth are audiences such as Gen Z who are redefining Pinterest’s traditional use cases, adding engagement in a wider range of categories such as entertainment, tech and financial planning.

Pinterest global head of business marketing, Jim Habig said advertisers have the potential to connect with people when they’re early in their journey, when they have an idea of what they want, but haven’t decided on a brand.

“Ads on Pinterest are not only useful; they are additive to the Pinners experience. They help consumers determine their future projects, and ultimately, influence their next purchase decision.”