Pinterest attracts users who want inspiration and solutions, not passive browsing.
The platform now reaches 600 million monthly active users, many of whom arrive with clear intent to research, plan, or purchase.
That makes its ad formats especially valuable for marketers who want to appear in moments when people are actively looking for ideas and products.
Here’s how each format works and when to consider it.
Ad formats explained
Pinterest Ads offers a variety of ad formats, many of which aren’t available on other social media platforms.
Let’s take a look at what formats they offer and when you might want to consider using them.
Carousel ads
Carousel ads are an interactive format that showcase two to five cards (images), where users can swipe through the cards, tap a card to open a close-up view, or click through to a destination URL.
This format is a great way for advertisers to showcase multiple messages or products and encourage users to engage with the ad via the swipe capabilities.
Example: A wedding planner could use multiple cards to share statistics on the U.K. wedding market and rising costs of the average wedding, with the final card promoting an ebook on how to reduce costs, which is available to download for free on their website.
Collection ads
Similar to carousel ads, collection ads allow advertisers to show multiple products in one ad.
The ad starts with a “hero” creative (either an image, a video, or a slideshow), which sits above three smaller images.
When the user clicks on the ad and opens close-up mode, they are presented with up to 24 additional images or products.
This format can be used by advertisers who want to showcase multiple products, such as a specific collection or a product catalog.
Example: A jewelry store could use a looping video of a woman putting on a gold set of jewelry, with the three smaller images showing product images of each item.
Once the user clicks on the ad, they are presented with the full range of gold jewelry sold by the business.
Idea ads
Idea ads are made from a single full-screen image or video and appear on the homepage, in searches, and alongside related pins.
This is an ideal format for advertisers who want their ads to have a more native feel while still being shoppable or facilitating site visits.
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Standard ads
This is the most basic ad offering on Pinterest, with the ad made from a single static image.
Standard ads are a great option for advertisers looking for a simple format, can offer a visually compelling image, and want to take users directly to their site.
Example: A CrossFit gym could use a photo from a recent shoot of one of its classes in action, with clear, bold text stating “Join us,” the logo in the top right corner, and a call to action to “Book your free class.”
Video ads
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