Plus, he said, “clicking on ads is still the main way people end up making purchases that count toward our social commerce sales numbers.” Because there still isn’t a central discovery mechanism for new brands or products, businesses will likely continue to rely on ads to drive users to their shops.
"Enticing creators to make more brand-sponsored content and directly link to products via its tagging feature could help Pinterest capture a greater share of the growing social commerce market in the US," said Nina Goetzen, eMarketer analyst at Insider Intelligence. Looking forward: Pinterest buyers will reach 15.1 million in 2022.
What to expect: Social ads will continue to drive retailers’ holiday awareness and performance objectives, as Facebook and Instagram serve as the primary channel. But Apple’s AppTrackingTransparency initiative has disrupted targeting and measurement, as many users have declined to opt in to tracking. The result: sales attribution data that struggles to link conversions to ad impressions.