Stop paying the negativity tax

Amidst a global pandemic and ahead of a highly anticipated election season, where your ads show up matters now more than ever.

By Andréa Mallard, Pinterest CMO
September 16, 2020

Andréa Mallard, Pinterest CMO

“When I see brands in negative and unsafe places, I start to lose my confidence and trust in them that they come from a good place. As a result, I’m less likely to purchase from them.

Female Pinner, 20s 6

Negative online spaces are draining your brand dollars

More nights last spring than I’d like to admit, I found myself ‘doom-scrolling’: Mindlessly thumbing through feeds full of scary statistics, grim updates and fear-inducing ads. It was exhausting—and did nothing to help my mounting anxiety.

Turns out, it’s not helping brands, either. Anger and divisiveness may encourage people to scroll (and troll!)1... but it doesn’t get them to buy.2 Our latest research shows that negative environments make people less likely to remember, less likely to trust and less likely to purchase from brands.3 In other words: It pays to be positive.4 And on Pinterest, you can reach more than 400 million people all over the world in a more positive environment.5

Context matters

Varie immagini di feste e di cose da mangiare

There’s long been a debate among CMOs about whether context actually matters. Our research says it does. In fact, in a post-COVID world, ad adjacency matters more than ever. Gone are the days when people will turn a blind eye to the environment in which your messaging appears. 

The majority of our 2,000 survey participants agree that if a brand shows up next to negative content, they assume that the brand has endorsed it. As a result, their perception of the brand decreases. Showing up in safe, positive spaces is no longer just a moralistic argument. Your brand can’t afford to show up in a negative environment.

So what does this mean for brands? In a time where ‘doom-scrolling’ has become part of our vernacular—how do you evade the negativity tax?

6 in 10 US adults agree they’re more likely to...

Grafico a imbuto

  • Remember brands they encounter online when they feel positive

  • Feel positive toward brands they encounter in positive environments

  • Trust brands that they see in a positive space

  • Purchase a brand when they see it in a positive space7

Platform positivity starts with policy

Le politiche in ordine cronologico

The most positive places online don’t happen by accident—they happen because of proactive policy decisions made by leadership. For example, even on platforms built on joyful dance videos, you’ll find anti-LGBTQ policy and white supremacist content. Don’t just look to the user-generated content to determine a platform’s sentiment. It’s just as important to consider what the platform doesn’t allow, from a policy POV.

We’re proud of our leadership in our decisions, but we know that it is an industry effort to improve digital safety and create positive advertising surfaces that don’t compromise on effectiveness. That’s why we are thrilled to join the Global Alliance for Responsible Media and collectively work alongside top advertisers, agencies, media companies and platforms to better serve and protect consumers.

Imbue your ads with positivity

Clothing ad

Once you're showing up on a more positive platform, you'll have more impact. But you'll also need to give your ads a positive spin to boost business results. A real-life example of this is Shapermint, a brand that recently ran a campaign on Pinterest. While some brands see our ad policies as a constraint, Shapermint saw them as an opportunity to unlock even more positive creative, and as a result, more effective advertising. Together with Shapermint, we worked to create ads featuring women of all body types and straightforward sizing cues.

The impact? The campaign yielded 200M impressions per quarter, and as a result, Shapermint increased its investment 4x from Q1 to Q2. Furthermore, approximately 90% of all Shapermint digital ads—used across all channels—now follow the Pinterest standards and Shapermint’s own anti-body-shaming guidelines.8

Earn their vote

Chart of political ad spend

This fall, popular social networks and online video platforms will run political advertising that your brand will have to compete with. This content will also likely crowd auctions and make your ads more expensive. In other words: Political campaigns on other platforms will dilute your ad spend.

Be strategic with where you advertise this fall. On Pinterest, there are no political ads. This means your brand doesn’t have to compete with election advertising and your content doesn’t have to compete with election messages. And historically, September through October is one of the most efficient times to advertise on Pinterest.




Note: This article originally appeared in Adweek on September 17 under the title 
Your consumers are looking at where your ads live.

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Immagini di viaggi on the road

Get more insight into how positivity drives performance—and what it means for your brand—in this detailed guide.

  1. 1 "Partisan provocation: The role of partisan news use and emotional responses in political information sharing on social media" (Una provocazione di parte: il ruolo dell'utilizzo di notizie faziose e la risposta emotiva alla condivisione di informazioni politiche sui social network) (Hasell & Weeks, 2016)
    2"Store environment and consumer purchase behavior: Mediating role of consumer emotions" (Il negozio e il comportamento d'acquisto dei consumatori: le emozioni del consumatore e il loro ruolo di mediatore) (Sherman, Mathur, & Smith, 1997)3 "Do violent video games impair the effectiveness of in-game advertisements? The impact of gaming environment on brand recall, brand attitude, and purchase intention" (I videogiochi violenti pregiudicano l'efficacia degli annunci che contengono? L'impatto dell'ambiente di gioco sul brand recall, sulla brand attitude e sull'intenzione all'acquisto) (Yoo & Peña, 2011)
    4 "Marketing a health brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention" (Promuovere un brand del settore sanitario su Facebook: gli effetti delle reazioni e dei commenti degli utenti sulla brand attitude, sulla fiducia, sull'intenzione all'acquisto e sul passaparola online) (Lee, Phua, & Wu, 2020).
    5Pinterest, analisi globale, maggio 2020
    6Usertesting.com, adulti statunitensi e persone che si definiscono utenti settimanali dei social network, luglio 2020
    7 Usertesting.com, adulti statunitensi e persone che si definiscono utenti settimanali dei social network, luglio 2020. Le percentuali precise sono le seguenti: si ricorda: 57%, si sente ottimista: 60%, si fida: 59%, acquista: 56%.
    8 Dati interni di Shapermint e dati interni di Pinterest, Stati Uniti, aprile-maggio 2020
    9eMarketer, spesa pubblicitaria di annunci politici online negli Stati Uniti, gennaio 2020