For small and medium businesses – especially direct-to-consumer businesses – Facebook and Instagram can feel like the only way to reach new customers. But, according to AdExchange, Pinterest is expanding its commerce-related capabilities.

“If there was ever a Facebook bug or algorithm issue, our revenue would be severely impacted,” Daniella Amirian, director of growth marketing at Thinx, told the digital advertising and marketing site. “We need to make sure that we’re not over reliant on any one marketing channel.”

Although Pinterest was once seen as a top-of-the-funnel channel, it began testing conversion optimization campaigns about a year and a half ago. Best of all, “the majority of keyword searches on Pinterest – 97% – are unbranded, which means that most of the people doing the searching are still in an open frame of mind. Undecided consumers are attractive to smaller and midsize advertisers and disruptor brands that need to reach new, receptive audiences.”

Talk to a CoxNext digital strategist to find out how an omnichannel strategy can help you reach new customers.