Now that Pinterest advertising is available in Europe as well, brands can make themselves more visible on the platform and actively invest in reach. Even without this option, already 75% of the pins on came straight from brands, and half of the people who see these pins do not realize this. The availability of paid advertising for brands does not mean there will suddenly be a big increase in branded content. It means that this content will become more valuable for brands since it is traceable and gathers useful data. This isn’t just the case for brands working in food, fashion, and home decor. Brands from other sectors and niches find their way to Pinterest as well. Last year there was a massive increase in other verticals, such as entertainment, financial planning, tech, travel and other pins like cars.