Pinterest Sets Focus on Small Businesses to 'Propel' Revenue Growth


Pinterest has started pursing a segment of advertisers that may one day contribute a quarter of its revenue: small and medium-sized businesses.

The company unveiled a new program Wednesday, called Pinterest Propel, that provides special services for new advertisers unfamiliar with the way its site works. By committing to spend up to $100 a day on Pinterest ads, companies get extra support and education, and Pinterest will design some of their ads for them. The startup is also offering it to marketing agencies, which get customized tips from Pinterest ad specialists for up to three clients.

Pinterest is recruiting smaller advertisers in part because people come to the company’s site to get inspired by unique ideas. On Pinterest, people post and search for pictures they can use to plan vacations, weddings, home furnishing and cooking, for example — and the ads look similar to posts from any other user. Bespoke furniture-makers and clothing designers tend to be smaller companies and are willing to spend to grow, said Tim Kendall, president at Pinterest.

Pinterest has started pursing a segment of advertisers that may one day contribute a quarter of its revenue: small and medium-sized businesses.

The company unveiled a new program Wednesday, called Pinterest Propel, that provides special services for new advertisers unfamiliar with the way its site works. By committing to spend up to $100 a day on Pinterest ads, companies get extra support and education, and Pinterest will design some of their ads for them. The startup is also offering it to marketing agencies, which get customized tips from Pinterest ad specialists for up to three clients.

Pinterest is recruiting smaller advertisers in part because people come to the company’s site to get inspired by unique ideas. On Pinterest, people post and search for pictures they can use to plan vacations, weddings, home furnishing and cooking, for example — and the ads look similar to posts from any other user. Bespoke furniture-makers and clothing designers tend to be smaller companies and are willing to spend to grow, said Tim Kendall, president at Pinterest.

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Source:: Advertising Age – Digital