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As part of its inaugural Pinterest Presents Marketing and Promotion Summit, Pinterest today announced several new advertising tools that provide better insight into campaign performance and the ability to reach the right audience.

First, Pinterest is adding a new video ad option called Pinterest Premiere that advertisers can use to buy Exclusive video placement in the home feed for a specific demographic, interest or category for a specific period of time.

As explained by Pinterest:

“Pinterest Premiere gives you the ability to target video ads to either a specific demographic or a specific category (by combining demographics and interests). These packages were created to help you get greater reach and scalability for moments like launches, brand events or even ongoing campaigns. “

It sounds a little like Twitter’s “First View” ad option, which ensures that your video ad is the first your audience sees for the day. This can come at a high price, but it ensures that you achieve optimal reach with your desired target group subset.

The amount of video content on Pinners increased sharply in 2020. The platform now enables almost a billion video views every day. Pinterest users are too 2.6x more likely to make a purchase So after displaying branded video content on the platform, there is a strong case for that extra video investment if Pinterest is a key platform for your digital marketing endeavors.

Pinterest has also updated its interactive trending tool, which now offers more specific insights into engagement behavior across the platform.

Pinterest first released the beta version of its trends tool in December 2019. However, this updated format provides more context and visual examples to better highlight relevant shifts.

This gives you an overview of broader usage trends and shifts – such as the fact that usage among Gen Z and male pinners has increased 40% over the past year.

The growing interest in these demographics underscores the increased use of Pins and could pique the interest of even more brands who might consider the app for their planning.

Finally, Pinterest is rolling out its Conversion Insights more broadly, so advertisers can see both promoted and organic pin metrics in a single report.

Pinterest released a version of Conversion Insights for advertisers in the US and UK last September. However, the updated format will Go deeper into downstream conversions and better highlight the cross-channel impact.

The new tools will allow for improved audience research and wider reach, which could open up a number of new opportunities. Pinterest has also found that it is working to improve Shopping experiences, better options for catalog management and new automated bidding and budgeting solutions.

With 459 million active users and on the rise, Pinterest is at the height of the new wave of e-commerce, and this could lead to more brands receiving greater attention in the future.

Have you figured out which brands are in your niche?