TL;DR
Pinterest advises brands to launch holiday campaigns early, as user activity spikes as early as September. The platform suggests a full-funnel strategy and highlights its AI-powered Performance+ tool for better campaign results. While this approach may increase spending on Pinterest, it allows for extended optimization and refinement of marketing strategies.
Key Developments
- Pinterest users begin holiday planning as early as September, prompting early campaign launches.
- The platform recommends a full-funnel strategy to influence customer decisions throughout their journey.
- Pinterest’s Performance+ tool, which uses AI, reportedly improves ROAS by 28% for SMB advertisers.
- Brands are encouraged to extend campaigns into the post-Christmas period, as 55% of users continue shopping.
Optimixed Analysis
Pinterest’s recommendation to start holiday campaigns early aligns with user behavior patterns, potentially offering brands a competitive edge. The emphasis on a full-funnel strategy and AI tools like Performance+ suggests a shift towards more automated and data-driven marketing approaches. However, the advice also serves Pinterest’s interest in increasing platform engagement and spending. Brands should weigh the potential benefits of early optimization against the costs of extended campaign durations.
