Findings from a new report from Pinterest, adverts seen in “positive spaces” can be up to 94% more “impactful” in driving a purchase.

The report, titled ‘Positivity Performs: Ad Environments’ Critical Role in Media Planning’, was conducted in collaboration with media intelligence firm Magna.

It highlighted that consumers’ experiences on social media can affect how an ad performs.

“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,” said Beth Horn, MD of Pinterest UK.

“We’ve quantified the impact of metrics like engagement, trustworthiness, intent, and bottom-line results, to demonstrate that brands no longer have to choose between a positive platform and one that performs, they can be one and the same.”

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The report also showed social media platforms that were viewed as positive could “amplify” a campaign, boosting purchase intent by 35%, brand favourability by 49% and brand preference by 44%.

According to the study, consumers were 20% more emotionally engaged with content posted on platforms they perceived as positive.

“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,” said Kara Manatt, EVP at Intelligence Solutions, MAGNA.

“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.”