Starting on January 15, Pinterest will no longer promote posts about golliwogs or other domestic Halloween products. Following the announcement, Pippa Norris, VP of Community at Pinterest, told Bitterwallet that the company had already begun phasing out the promotion of domestic products from children’s parties on the photo-oriented social media site.
Norris had nothing but glowing words to say about Pinterest as a platform, but complained that a young demographic just doesn’t quite get its messages.
“Now, Pinterest is a key way to promote your product to the 10 to 20-year-old audience we serve,” Norris said in the interview. “They tend to approach Pinterest differently than people between the ages of 21 and 40. They are connected, and they are dynamic. As a result, they need new and creative ways to connect with us. We’re investing in products that can match that new audience, and the recent adoption of Halloween by this young group is not surprising given that skews younger. The United States is their idealized version of what they think Halloween is. And as it turns out, people are willing to try new things. We also saw a switch from the social-purpose message to connecting brands with consumers at a social level.”
Surveys have found that young consumers are more skeptical of foreign and national brands. Pinterest, in part, has taken that as a mandate and is looking to immerse itself in the younger demographic with a raft of new features, with its recent issue with children’s merchandise being the latest.
In November, Pinterest launched an on-demand wine delivery service, which could well appeal to a younger demographic. Within the same month, the social media platform unveiled Gifts, a feature whereby brands can share specific products and tips. This is all aimed at engaging a brand’s younger audience.
The most relevant factor for Pinterest going forward may be its introduction of interstitial advertisements, which are ads which can be viewed directly while scrolling through a site. Pinterest is said to be in discussions with brands on monetizing its network.