In an ever-evolving advertising landscape where platforms are constantly seeking innovation to capture the attention of prospects, a new study conducted by MAGNA and Pinterest highlights a crucial, often underestimated factor: the impact of positivity on brand performance.
As policy changes unfold and new platform-specific risks emerge, the question arises: what characteristics of advertising environments influence a brand’s performance objectives? The findings of this study are clear: positivity leads to profitability. When consumers are exposed to ads in a positive environment, advertisers see tangible results, such as increased engagement and higher sales. So, are you ready to embrace the power of positivity?
Key takeaways from the study
- Users Are More Likely to Take Action: Platforms perceived as positive can be up to 94% more effective in driving purchase intent compared to those not seen in the same light.
- Increased Emotional Engagement: Users are 20% more emotionally engaged with content seen on platforms they deem positive, spending an average of 15% more time watching ads.
- Positivity Enhances Ad Effectiveness: Ads in positive environments are viewed as twice as reliable, twice as interesting, and 1.5 times more appreciated by users.
- Better Brand Results: In marketing mix modeling (MMM) simulations, the same campaign with the same budget generated up to 24% more sales when positivity was integrated into the media buying strategy.
“This study shows not only that users prefer platforms offering a positive experience, such as Pinterest, but also that they take more action in such environments,” explains Jérôme Marty, Managing Director of Pinterest France. “We measured the impact on indicators like engagement, trust, purchase intent, and even sales to demonstrate that brands no longer have to choose between positivity and performance – they can have both.”
Pinterest: A hub for engagement and trust
Pinterest is designed to be a positive online space for both users and advertisers. The platform is ranked as the number one social network for boosting self-esteem and providing purpose to projects, according to a global well-being index. Users come to Pinterest with the intent to make their projects a reality, and brands can leverage this unique mindset to maximize their performance, regardless of their objectives.
“Advertisers are always looking for a competitive edge, and we believe this study offers them a new opportunity to stand out,” says Kara Manatt, EVP Intelligence Solutions at MAGNA. “This ambitious work analyzes the user experience when connecting to social networks, the impact it can have on brands, and the opportunity it presents for both advertisers and consumers.”
In conclusion, the study reaffirms the significant role of positivity in shaping consumer behavior and boosting brand performance. By aligning advertising strategies with positive environments, brands can engage audiences more deeply, build trust, and ultimately drive higher sales.
