How does Pinterest handle ad visibility for evergreen content in the Home Feed?

Pinterest handles ad visibility for evergreen content in the Home Feed by prioritizing relevance, user engagement, and content quality. Evergreen content refers to content that remains relevant and valuable to users over time, regardless of current trends or events. Here's how Pinterest manages ad visibility for evergreen content:

1. **Relevance Algorithms:** Pinterest's algorithms prioritize content based on its relevance to users' interests, search queries, and engagement patterns. Evergreen content that aligns with users' long-term interests and preferences is more likely to be surfaced in the Home Feed, regardless of when it was originally posted.

2. **User Engagement Signals:** Pinterest considers user engagement signals such as saves, clicks, and close-ups to determine the visibility of evergreen content in the Home Feed. Content that generates high levels of engagement from users is more likely to be recommended to others, increasing its visibility and reach.

3. **Quality Standards:** Pinterest maintains strict quality standards for all content on the platform, including ads. Evergreen content that meets Pinterest's quality guidelines, such as clear visuals, informative descriptions, and relevant keywords, is more likely to be promoted and recommended to users in the Home Feed.

4. **Long-Term Promotion:** Advertisers can promote evergreen content through paid advertising campaigns on Pinterest. By targeting specific audience segments and optimizing ad delivery, advertisers can ensure that evergreen content remains visible in users' Home Feeds over an extended period, driving continuous engagement and conversions.

5. **Content Refresh:** To maintain visibility and relevance, advertisers can periodically refresh evergreen content with updated visuals, descriptions, and keywords. Refreshed content is more likely to capture users' attention and remain visible in the Home Feed over time.

6. **User Intent:** Pinterest users often search for evergreen content related to topics such as recipes, home decor, fashion, and DIY projects. Advertisers can leverage user intent by creating evergreen content that addresses users' long-term interests and provides valuable information and inspiration.

7. **Personalization:** Pinterest personalizes the Home Feed for each user based on their individual preferences, behaviors, and engagement history. Evergreen content that resonates with a user's interests and past interactions is more likely to be prominently featured in their Home Feed, increasing visibility and engagement.

Overall, Pinterest prioritizes ad visibility for evergreen content in the Home Feed by emphasizing relevance, user engagement, quality standards, and long-term promotion strategies. By creating high-quality evergreen content and leveraging Pinterest's advertising platform effectively, advertisers can ensure that their content remains visible and valuable to users over time.