What Pinterest’s Emphasis on Shoppable Videos Means for Brands and Retailers — Retail Bum

In the growth marketing world, the conversation has quickly shifted from being able to effectively target customers to creating meaningful content that drives engagement and revenue.

As such, taking a one size fits all approach to creating content for different social channels no longer cuts it. For example, creative content that might resonate well with shoppers on Twitter or Facebook might completely fall flat on Instagram or Pinterest.

This means brands and retailers need to take a more thoughtful approach to their growth marketing strategy, especially as platforms such as Pinterest pivot toward shoppable video content.

In its latest quarterly earnings, Pinterest revealed that going forward, it would be focusing on shoppable video and advertising opportunities as part of its growth strategy. The move follows a 4% year-over-year (yoy) increase in global monthly active users (MAUs) to 450 million. Meanwhile, the company’s Q4 revenue increased 4% year-on-year to $877 million, and annual revenue rose 9% year-on-year to $2.8 billion.

The idea behind the move is to increase engagement and profitability for advertisers by beefing up the shopping experience and monetization model of the platform.