Social Media Platforms Perceived as Positive Can SuperchargeAdvertising Campaigns
New research from Pinterest, in collaboration with media intelligence firm MAGNA, has revealed a striking insight into digital advertising: the emotional environment in which an advert appears significantly impacts its effectiveness.
The study, titled ‘Positivity Performs: Ad Environments’ Critical Role in Media Planning’, found that ads seen in positive online spaces can be up to 94% more impactful in driving purchases.
This research underscores a growing trend in media planning—consumers are more responsive to advertising when they feel good about their digital surroundings.
Beth Horn, Managing Director of Pinterest UK, highlighted the importance of ad placement in emotionally engaging environments, “This research shows that consumers don’t just prefer platforms that drive a positive experience, like Pinterest, but they’re more likely to take action and engage with ads they see in these environments.”
The findings indicate that social media platforms perceived as positive can superchargeadvertising campaigns.
According to the study, ads placed in these uplifting digital environments can increase purchase intent by 35%, enhance brand favourability by 49%, and boost brand preference by 44%.
The research suggests that consumers are 20% more emotionally engaged when interacting with content on platforms they consider positive.
This heightened emotional connection translates into greater trust and a stronger likelihood of engaging with brands.
Kara Manatt, EVP at Intelligence Solutions, MAGNA, said “We understand advertisers are all seeking a competitive edge in today’s marketplace, and we believe this research represents a fresh opportunity for where to find it. This ambitious study shows what audiences may experience whenever they log on to positive social media, how that impacts brands, and why prioritising this could benefit both.”
For brands looking to maximise their return on ad spend, these insights provide a compelling argument for prioritising advertising placements in digital environments that foster positivity.
Rather than focusing solely on reach and frequency, media planners may need to consider the emotional tone of a platform as a key performance driver.
As competition for consumer attention intensifies, this research suggests that simply being seen is no longer enough.
To achieve real impact, brands must be seen in the right place—one that makes consumers feel good, engaged, and ready to act.
In today’s cluttered digital landscape, that could be the ultimate competitive advantage.
