Visual-bookmarking platform Pinterest has launched an office in Singapore to boost its presence in the region. This is its second office in Asia, after Japan which opened in 2013, and will service Southeast Asia and India.

The Asia Pacific region is one of the fastest growing for Pinterest, which claims “millions of people” currently use the platform each month, an increase of more than 50% over the past year. As of the first quarter of 2019, Pinterest reported 291 million monthly active users worldwide, with users outside of the US making up 206 million.

Ayumi Nakajima, Pinterest’s country manager, Southeast Asia & India, will focus on increasing growth in the region. The team will also support relationships with brands and publishers to offer the best localised experience for people from different cultures throughout the region, the company said in a statement.

“There is a great opportunity for brands, publishers and creators on Pinterest to connect with these engaged users when they’re considering what to do or buy next,” said Nakajima. “With a team based in Singapore, we’ll be able to offer an even more relevant experience for our Pinners in one of our fastest growing regions.”

The Singapore team has already worked with regional partners, such as Vogue India and Miss Malini in India and MasakTV, Tastemade and Femina Magazine in Indonesia.

However, Pinterest will not sell ads in APAC for the moment, unlike what it is currently doing in the United States.

“Our mission is to make ads as relevant as non-ad content. We want to show people the right idea at the right time. And, often on Pinterest, that’s early in the process when people have an idea of what they want, but haven’t decided on a brand,” Nakajima told The Drum.

“We’re in the early stages of bringing our ad offering to more countries globally and have nearly tripled the number of countries in which we serve ads over the past year, going from seven to 19 countries during the past 12 months. We currently don’t have timing for launching ads in APAC.”

Pinterest recently announced new features for creators and brands to make reaching viewers easier. This includes a Pin Scheduler tool, an improved video uploader, a video tab on business profiles and analytics tool to help businesses get insights into performance over time.

The company is under pressure to improve its path to profitability and share of digital ad dollars against social platform giants, such as Facebook and Google. Shares plunged by 19% after the company released its first quarterly results as a public company in May, when its sales guidance and adjusted loss per share both fell short.

Sourced from Pinterest, Digital information World, The Drum, TechCrunch, Business Insider