Over the last year, Pinterest has undergone various changes and restructuring in their leadership and their platform’s functions through technology acquisitions. This has resulted in an influx of user and brand attention. This has caused a revitalization of the platform, founded in 2008, making it a major player in social media and communication once again. 

Leadership Restructuring at Pinterest

Andréa Mallard is leading this new charge to revitalize the social media platform. Previously just the Chief Marketing Officer, Mallard is now also the Chief Communications Officer. Recently, she has helped the media platform launch two campaigns: Pinterest Presents and Pinterest Predicts. Both initiatives assist advertisers in analyzing and predicting trends.

This structure will allow the social media platform to continue campaigns like this and utilize paid and earned media. Mallard spoke on this new role in a statement, and said, “both marketers and communications pros are storytellers, and I see a huge opportunity to combine those efforts in fresh, new ways this year.” 

She is no stranger to bringing success to the social media platform through exploring new directions for the company. She joined the team in 2018 as CMO and was instrumental in the success of Pinterest’s IPO in 2019. 

Acquiring AI Shopping Platform The YES

In June of 2022, Pinterest acquired the AI-powered shopping platform The YES. This technology advances Pinterest’s goal of becoming the platform of “taste-driven shopping.” Speaking on the acquisition, Bill Ready, CEO of Pinterest, said “in June we acquired The YES, with a focus on integrating its technology and industry expertise to accelerate Pinterest’s vision to become a leading shopping destination,” continuing, he said, “we’re continuing to invest in building world-class shopping experiences across all core surfaces and building a team with deep shopping expertise.” This acquisition is just one step out of many in Pinterest’s plan to make everything on the platform “shoppable.”

The Potential of Pinterest

These changes will assist the media platform in achieving their strategy of increasing commercial activity. They hope to become a platform that supports the full commerce cycle. The platform possess a unique opportunities to discover and buy products. Recent data revealed that 97% of searches on Pinterest are not branded. This shows that consumers come to the site with an open mind but with strong intent for commercial consumption. 

As of July 2022, Pinterest had 433 million monthly active users, making it one of the world’s most active social media platforms. Pinterest’s future will be one to watch for both users and brands.