Pinterest's Head of APAC, Content & Creators on championing brand positivity and redefining influencer partnerships

How would you describe what you do?

Bringing the most inspiring content to Pinterest.

When it comes to social media marketing, what is the biggest missed opportunity faced by businesses today?

Embracing the opportunities of a full-funnel strategy vs. optimising for the last click only. 

Consumers today are flooded with content. As a result, understanding the consumer journey from discovery to purchase has become very complex. Optimising for the last click is one piece of the puzzle, but there’s a greater need to understand the consumer journey more holistically. 

On top of all of this, the consumer mindset also differs across social media platforms. You can’t just look at demographics alone since a person may be in a different state of mind depending on the app. You need to understand each platform’s strengths and how that weaves into the consumers’ journey. For example, on Pinterest, people are in a discovery mode where they are looking for ideas to buy, make, or do. It is a platform where brands can reach consumers with high intent, and bring them along the shopping funnel from inspiration to purchase.

What is the most significant change in social media marketing strategy in the past five years that most businesses have yet to realise?

The environment in which you place your brand matters. Consumers are becoming more mindful of how they spend their time online, and there’s a growing trend to spend it in a more positive, purposeful way. A positive environment can have a positive halo effect on your brand, and on the flip side, a toxic environment may influence your brand in a negative way. More and more brands realise this and are prioritising brand-safe, positive environments. 

At Pinterest, we have been intentional in navigating the societal effects of social media. We consistently hear from our users, partners, and creators that Pinterest is different. For example, there are no beauty filters on Pinterest. We are proud to rank as the number one platform for having “a positive impact in my life” compared to seven other top peer platforms.

In an era of influencer marketing, how can brands leverage Pinterest to collaborate with influencers and amplify their social media marketing efforts?

Creators are at the heart of Pinterest because they are the ones with the best and most inspiring ideas. Brands can collaborate with creators through bespoke partnerships or the product tagging tool, which allows creators to tag products from brands on their Pins. 

Building a positive, safe environment has helped us nurture a diverse content ecosystem where creators can be their authentic selves. This widens the opportunity for brands to reach new audiences in a safe, authentic way. For example, in India, beauty brands have worked with male creators to promote their products instead of just working with the status-quo female influencers. 

Another example is from Australia, where M.A.C partnered with a South Asian beauty creator Rowi Singh, who was planning her upcoming nature-inspired Indian wedding. This campaign originated from a finding that the top 100 trending searches on Pinterest were related to celebrating diverse cultures and religions.  

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When you look at the state of the world today, what is one thing that gives you hope?

Younger generations are becoming more conscious about the quality of time spent online. People are actively calling out toxic comments, and discussing topics like mental health which used to be more taboo. This generational drive is moving the industry — including platforms, brands and creators — to take more responsibility for creating a safer, more inspired and more positive online experience. The internet and social media were intended to benefit our lives, and we need to come back to using our advanced technology in a way that it truly does.