Pinterest Woos TikTok Advertisers with Gen-Z Appeal and Brand Safety Promises
Staff Editor Pinterest Seizes Opportunity Amid TikTok Uncertainty in US
As TikTok faces ongoing scrutiny in the United States, Pinterest is making strategic moves to capitalize on the situation, actively courting TikTok’s advertisers with a new pitch deck. The recent temporary outage experienced by TikTok in the US has prompted advertisers to explore alternative platforms, creating an opening for Pinterest to showcase its potential.
In a bold move, Pinterest has circulated a pitch deck promoting itself as a viable alternative to TikTok. The platform is offering enticing incentives to attract advertisers, including bonus media and free ad space. Pinterest is also highlighting its creative support and measurement services to ensure ad campaign success while emphasizing its Gen-Z audience and brand safety as key advantages.
Pinterest’s pitch heavily focuses on its audience and e-commerce potential. Citing Comscore data, the platform claims that half of TikTok’s US Gen-Z audience is already on Pinterest. Furthermore, a survey by Reach3 indicates that Pinterest users are more inclined to shop compared to users on other platforms. The company is positioning itself as a platform that aligns with company values, indirectly critiquing TikTok’s current challenges.
Despite Pinterest’s efforts, TikTok maintains a significant lead in user base and ad revenue. TikTok boasts approximately 170 million US users, compared to Pinterest’s 85.4 million. Projections for 2024 show TikTok’s ad revenue at $12.34 billion, while Pinterest is expected to generate $2.69 billion. TikTok continues to work with US authorities to address national security concerns and maintain its operations.
Advertisers’ responses to the situation have been mixed. Some are cautiously returning to TikTok following its temporary outage, with digital ad agencies like Brainlabs resuming TikTok activities, citing opportunities. However, other agencies remain cautious, carefully analyzing social media trends and user trust before making decisions.
Industry analysts suggest that tech giants Meta and Google are likely to benefit from any long-term issues TikTok may face. In the short term, platforms like Snap, Pinterest, and Roblox could see advantages. However, these platforms will need to demonstrate improved ad performance to sustain any gains made during this period of uncertainty.
As the situation continues to evolve, the digital advertising landscape remains in flux, with platforms vying for advertisers’ attention and budgets in an increasingly competitive market.
