Aleph unveils Pinterest sales partnership for Nigerian and SA markets

Aleph first partnered with Pinterest in 2023 to help brands in selected countries to launch cross-border advertising campaigns on the platform. The presence in Eastern and Central Europe has now been expanded to markets in Africa, the Middle East, Asia and Latin America. 

Pinterest is a visual-discovery social media platform for finding ideas for recipes, home styling, DIY and other categories. Based in the US city of San Francisco, it launched in 2010. Its approximately 500-million monthly active users (according to Pinterest Internal Data, Global analysis, Q2 2024) is around half that of Instagram, the dominant photo- and video-sharing app 

“For the first time, brands in these markets will be able to reach millions of Pinterest users who come to the platform with a passion for discovering new ideas and the commercial intent to bring those ideas to life,” says Matt Hogle, Vice President of Global SMB Sales at Pinterest. 

A great opportunity for brands and retailers 

Adds Ignacio Vidaguren, Partner and COO at Aleph: “The ability to advertise on Pinterest in these markets will unlock a great opportunity for brands and retailers to reach new customers.” 

Commenting on the Nigerian market, Stanislaus Martins, Aleph Managing Director for West Africa, says: “More Nigerians – 13.9% of the country’s internet users – are turning to platforms like Pinterest for content.  

“While messaging remains the main social media use case, there is a growing diversity with new users leveraging these platforms for entrepreneurial ventures and opportunities. Our partnership aims to harness the potential of this expanding market and link local businesses with consumers in search of inspiration and products.” 

Looking at the South African market, Stephen A. Newton, Aleph’s Managing Director for Sub-Saharan Africa, comments: “South Africa’s social media landscape is one of most vibrant and diverse on the continent, with the estimated 26-million users gravitating to an average of eight platforms per person.  

“The growing popularity of Pinterest among local users – nearly half of social media users turn to the platform for inspiration each month – presents a unique opportunity for brands. This partnership allows us to tap into this engaged audience and provide them with the tools to discover and connect with businesses in a meaningful way.”