Pinterest Performance+ creative: feed it asset variations

Pinterest says its new Performance+ creative model evaluates a broader set of creatives and moves optimization from the ad level to the asset level. For you that means more distinct assets give it more to choose from. Sume can make those variations as one bulk run of up to 100 Format runs, with sume-video-hook for hook swaps.

Pinterest facts are from its June 2026 Cannes post, read 2026-09-30. Sume facts are from Bulk runs and the Format catalog. Pinterest's page does not say how many assets to supply, so this post gives no target number.

What changed in Performance+ creative?

Pinterest describes dynamic creative selection: the model picks the variant most likely to perform for each ad impression. In its testing it reports 7.5% more click volume than the previous single-variant model. That is Pinterest's own number from its own test, not a promise for your account.

What counts as a distinct variation?

Variants that differ in the first seconds, the framing or the message give a selector something to rank; ten near-copies do not. Change one axis at a time so you can read the result: the hook line, the opening shot, or the image crop.

How do I make them in one request?

Post to /v1/formats/sume/sume-video-hook/bulk-runs with concurrency from 1 to 16 and items of 1 to 100. Each item is a normal run with its own receipt, so one failed item does not cancel the others. Use a fresh Idempotency-Key per batch, then read each child at GET /v1/format-runs/{run_id}. Hook ideas are in hook variations for UGC ads.

What do I do before uploading?

Drop duplicates and anything that misstates the product, then upload the rest through Pinterest's own tools. Keep a note of which hook each file used so you can read results per asset.