Pinterest’s new “Don’t Don’t Yourself” ad campaign highlights the platform as a site for genuineness and creativity, while hinting at the darker sides of other social media networks.
Pin-up model: Pinterest continues to cement itself as a more welcoming environment than rivals like Instagram, TikTok, and Twitter.
Pinning for revenues: Pinterest shedded users and underperformed on revenues in Q2. But the platform is looking to commerce to drive growth, in no small part thanks to new CEO Bill Ready, who comes from Google’s commerce division.
Pinterest’s leverage: The platform really may feel more positive than other apps.
Why we care: Pinterest is playing from behind, but an ad campaign highlighting positivity on the platform is smart, especially if Pinterest hopes to compete for social commerce.
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