International advertisers can now catch up with the US, as Pinterest unveiled today (6 April) that it is expanding its Promoted Pins format globally.

 

Starting with the UK, the expansion aims to help brands connect with Pinterest’s  international audience, which in the UK has grown by 50% over the past year. Over 2.2 billion ideas being saved by UK pinners since the platform’s launch three years ago.

The service will launch with partners including Made.com, John Lewis, B&Q and Nestle, reports a Pinterest blog post.

According to Made.com social project manager Hannah Pipel, Pinterest is a “natural partner”. “The business is thrilled with the organic success on Pinterest over the past year and we’re looking forward to even more success with Promoted Pins,” she added.

The blog goes on to stress that, with 75% of all pins saves to Pinterest coming from businesses, the Promoted Pins are less distracting to users than on other social media, making it easier for brands to reach people in a “consideration mindset”.

“We look forward to seeing the Promoted Pins that UK-based businesses create to help and inspire millions of Pinners,” the blog says. “In the second half of 2016, we plan to open Promoted Pins up to more English-speaking markets.”

According to Carat Global head of media futures Dan Calladine, this latest development demonstrates how the platform has found its niche.

“It’s the best social platform specifically designed for planning future purchases, and is shown to drive sales both online and offline,” said Calladine. “By its nature it’s brand-friendly; almost all users pin pictures of branded products to their boards, and many also follow brand accounts on the platform.

Calladine added that Pinterest has quietly become huge in the UK with millions of active users, with clients until now unable to advertise to its users directly.

“Several of our clients are interested in it, as they’ll be able to advertise within specific topic areas, and also within Pinterest searches,” he said.