7 Types of Pinterest Ads and Best Practices for Each Type

Pinterest has become a go-to platform for B2C marketers, and it’s easy to see why. Its highly visual nature and engaged audience make it a great place to spark interest and drive sales.

People come to Pinterest looking for inspiration, ideas, and products to improve their lives, which makes them more open to branded content and ads. But to get the best results, you need to choose the right ad format.

By understanding the different types of Pinterest ads, you can match your approach to your goals, capture attention, and guide users toward the actions that matter most.

What are the Different Types of Pinterest Ads?

Pinterest offers a variety of ad formats to suit different marketing objectives. Understanding these options can help you craft a more effective advertising strategy and reach your target audience.

1. Standard Pins

Standard Pins are the tried-and-true type of Pinterest ad. They blend seamlessly into users’ feeds, which helps boost brand recognition and drive traffic to your site. The beauty of Standard Pins is their native feel as users might not even realize they’re looking at an ad. This subtlety can be powerful; it allows your content to engage users organically as they browse for inspiration.

When creating Standard Pins, stick with .JPEG or .PNG files and aim for a 2:3 aspect ratio for the best clarity across devices. Use high-quality images and keep your text concise to make your Pins pop without overwhelming viewers. Consider incorporating your branding elements like logos or brand colors subtly, so even if users don’t click immediately, they’ll start recognizing your brand over time.

Source: Sprout Social

If you’re planning to launch new products or refresh your brand, Standard Pins offer a straightforward way to reach potential customers without disrupting their browsing experience. Remember to add descriptive copy and relevant keywords to improve the discoverability of your Pins in Pinterest searches.

2. Video Pins

Video Pins can help your brand stand out by introducing movement to the mix. They’re perfect when you want a quick, attention-grabbing way to showcase a product or tell a brief story. Videos can convey more information in a shorter time, making them ideal for demonstrating how a product works or highlighting its benefits.

Keep your videos short and vertical – around 15 to 20 seconds is ideal. This format fits how people hold their phones and helps retain their attention. If you’re doing a product demo, show it in action in real-life situations. Simple and clear beats complicated effects every time. Make sure to include captions or text overlays since many users watch videos with the sound off.

Using AI-augmented creative tools can also help improve your video content and speed up the creation process. Don’t forget to end with a clear call to action like “Shop Now” or “Learn More” to guide viewers on what to do next.

Videos are also great for storytelling. A compelling narrative can pique interest and create an emotional connection that static images often can’t achieve. The payoff? Viewers are more likely to watch the whole thing and remember your brand.

3. Carousel Pins

Carousel Pins allow you to showcase multiple images or videos in a single ad that users can swipe through. This format is great for highlighting different aspects of a product line or taking viewers on a step-by-step journey. It’s flexible enough for both telling your brand’s story and promoting specific products.

To grab attention, make your first image compelling. Each following image or video should build on that initial interest, kind of like turning pages in a mini magazine. Carousels make it easier for users to compare features or products by swiping through details. Offering a richer look at what you offer helps interested users dig deeper into your brand without leaving the ad.

Source: WP Tasty

Each card in a Carousel Pin can have its own title, description, and link, allowing you to direct users to different landing pages. This can be particularly useful if you’re featuring various products or services. Use this opportunity to highlight different selling points or customer testimonials on each card to provide a comprehensive view of your product.

4. Collection Pins

Collection Pins combine a main hero image with secondary images, offering a layered look at your products. They work especially well in visual industries like fashion, home décor, or lifestyle brands. Start with a standout hero shot, such as a model showcasing an outfit, then follow up with images of the individual pieces that make up the look.

Source: Hootsuite

As users scroll through the secondary images, they can easily move to your website or online store. Quick load times on mobile are crucial here. When everything runs smoothly, potential customers can go from being inspired to making a purchase in just a few taps. The goal is to create a seamless experience that keeps users interested while nudging them toward action.

Your product images also need to be high-quality and appealing. Include descriptive copy or captions to provide context or highlight key features. Collection Pins can also be a great way to cross-sell complementary products, encouraging users to purchase a complete set or look.

5. Shopping Pins

Shopping Pins simplify the buying process by providing real-time prices and product details directly on the Pin. When someone taps on it, they go straight to the purchase page, cutting out extra steps.

For e-commerce brands, this type of Pinterest ad can boost campaign performance by reaching customers who are already browsing and interested. Syncing your product feed with Pinterest’s shopping catalog will make sure that pricing and stock information are up-to-date.\

Additionally, Shopping Pins can appear in dedicated shopping sections or related product feeds, increasing their visibility to purchase-minded users. Implementing peak demand strategies can further improve their effectiveness during busy shopping periods. For instance, optimizing your Shopping Pins with holiday marketing strategies or focusing onBlack Friday marketing can drive more sales during these times.

Use high-quality product images on a white or clean background to make your products stand out. Including keywords in your product descriptions can also help your Shopping Pins appear in relevant searches.

6. Idea Pins

Idea Pins let you tell a multi-page, interactive story which is perfect for tutorials, DIY projects, or giving a deeper look into your products and brand culture. Each page can include images, videos, text overlays, or stickers, creating an engaging experience that encourages viewers to keep tapping.

Maintaining a consistent look across all the pages is important. Stick to the same colors, fonts, and themes to keep the story cohesive. If you’re sharing a recipe or a craft project, each page can cover a different step. Use text overlays or bullet points to keep it brief and engaging. Adding a call to action like “Try this out” or “Save for later” can prompt viewers to interact.

Source: Sprout Social

Idea Pins provide a deeper engagement than standard ads, giving users a chance to spend more time with your brand. They also support features like instructional voiceovers and detailed lists. Since they remain on Pinterest and don’t link out immediately, they are excellent for building brand awareness and fostering community engagement. Encourage users to comment or share their own versions.

7. Max Width Video Pins

Max Width Video Pins stretch across the entire feed and present a bold visual that’s hard to miss. This format is ideal for high-impact brand awareness campaigns or when you want to make a big impression. The expansive layout gives you more space to showcase stunning visuals or powerful messages.

To get the most out of this format, keep your main message simple and easy to grasp at a glance. Combine a strong visual, like a striking image or a quick product highlight, with a short line of text that drives the point home. Use bold colors, high-resolution visuals, and clear branding to stand out as users scroll. This larger space gives you a chance to highlight what makes your brand special without overwhelming viewers with too much information.

Source: Seer Interactive

Remember that Max Width Video Pins are best for capturing attention rather than conveying detailed information. Use them to evoke emotions or create a memorable brand impression. Pairing this format with Standard or Shopping Pins can help move users down the marketing funnel after you’ve captured their interest.

How to Choose the Right Pinterest Ad Format for Your Goals

Every type of Pinterest ad has its own strengths, so the key is to match the format to your campaign goals and audience. 

• If you’re aiming for brand awareness, Standard Pins or Video Pins that catch attention quickly are your go-to. 
• To offer potential customers a richer experience, Carousels or Idea Pins can drive deeper engagement. 
• If your goal is to convert browsers into buyers, Shopping Pins or Collection Pins are the way to go.

Don’t be afraid to mix and match different types of Pinterest ads. You might start with a Max Width Video Pin to build broad awareness, then use Idea Pins or Carousels to keep the interest going, and finally use Shopping Pins to seal the deal. Additionally, integrating Pinterest into a broader cross-platform marketing strategy can amplify your reach and effectiveness.

It’s also important to monitor the performance of your ads regularly. Pinterest provides analytics tools that can help you understand which formats are performing well and which ones may need adjustment. Use this data to refine your strategy over time, focusing on the ad types that deliver the best results for your objectives.

Consider testing different creatives and messages within the same ad format. A/B testing can provide insights into what resonates most with your audience. Even small tweaks, like changing the call-to-action text or adjusting the imagery, can have a significant impact on engagement and conversion rates.

Elevate Your Pinterest Advertising with Pixis

Pinterest offers a unique platform for visual storytelling, but success requires more than just great visuals. To drive real engagement, brands need creative that resonates with their audience and precise targeting that adapts to user behavior.

Pixis helps creative teams develop high-performing ad assets by analyzing engagement patterns and providing AI-driven design recommendations. The platform streamlines the creative process, generating multiple ad variations optimized for audience preferences and Pinterest’s best practices. The tool allows brands to quickly test and refine their visuals and messaging to increase engagement and conversions.

For performance marketing teams, Pixis automates audience targeting and real-time budget allocation. Our AI models continuously analyze campaign performance and user interactions, and adjust targeting strategies to reach the right people at the right time. Instead of relying on static audience segments, Pixis identifies users based on real-time intent, which improves click-through rates and return on ad spend.

By integrating Pixis into your Pinterest advertising strategy, you can create more compelling ad creatives and deploy them with AI-driven precision. See how Pixis can help you scale your Pinterest campaigns by booking a demo today.