Klaviyo Integration: Leveraging Pinterest for Enhanced Social Commerce

Social commerce is growing rapidly, with US retail social-commerce sales projected to hit $80 billion, representing 5% of total US e-commerce by 2025. To stay competitive, brands must offer personalized experiences across various social media platforms.  To better support this direction, Klaviyo has expanded its ecosystem of over 350 integrations with the addition of Pinterest. This integration allows brands to use their first-party data to personalize Pinterest ads effectively, creating targeted campaigns based on customers’ lifecycle stages.

Why Pinterest?

Pinterest boasts over half a billion global users who seek inspiration at the crossroads of search, social, and commerce. It excels as a full-funnel solution, guiding users from discovery to purchase. Luxury brands, in particular, find significant impact on Pinterest. Notably, 85% of weekly active Pinterest users have made purchases from their Pins, showcasing high buying intent.

Additionally, Pinterest ads deliver a 2x higher return on ad spend (ROAS) for retail brands compared to other social platforms. This new Pinterest – Klaviyo integration capitalizes on this by enabling brands to use their first-party data to create highly personalized and effective Pinterest ads.

The Importance of First-Party Data

Using first-party data in advertising is crucial yet challenging. Despite the persistence of cookies, third-party data is becoming less reliable. According to a study by Think With Google and Boston Consulting Group, brands using first-party data for advertising achieve a 2.9x revenue lift and a 1.5x increase in cost savings.

However, efficiently integrating this data into ad platforms is often hindered by fragmented tech stacks and resource limitations. Traditional methods involve custom building connections or manually transferring data, which is time-consuming and costly. This often results in generic targeting based on previous ad engagement and basic demographics, sacrificing deeper personalization.

Klaviyo’s new Pinterest integration addresses these challenges, offering a streamlined solution for personalized advertising. By integrating with Pinterest, brands can create targeted ad campaigns with minimal effort, enhancing their ROAS without sacrificing speed or accuracy.

Jamie Domenici, CMO of Klaviyo, told Street Fight, “To succeed today, brands need to meet their customers where they are – and more often than not, that’s on social media. With Klaviyo’s new integration with Pinterest, brands can deliver better, more targeted ads– resulting in a superior customer experience and return on social commerce ad spend.”

Klaviyo Use Cases for Brands

With this Pinterest – Klaviyo integration, brands can achieve several key objectives:

1. Create Actalike Audiences: Build lists of potential new buyers based on high-value customers, such as RFM-based Champions segments.
2. Retarget High-Intent Segments: Target segments like cart abandoners or previously engaged customers to drive conversions.
3. Exclude Unlikely-to-Buy Segments: Optimize ad spend by excluding segments like recent purchasers or customers with open support tickets.

This integration comes at a time when more consumers are hitting “buy” based on targeted ads they receive through social apps. With more consumers making purchasing decisions based on what they see on social media, brands need to meet consumers where they are and make shopping accessible and easy. We look forward to watching the success of this integration along side the backdrop of the rise of social commerce.