When analyzing audience demographics in Pinterest Analytics, what specific insight can be gained from understanding the 'affinity' of your audience towards different categories and interests?

Understanding the 'affinity' of your audience towards different categories and interests in Pinterest Analytics provides insight into their top passions and preferences beyond their explicit demographics. 'Affinity' indicates how strongly your audience is interested in a particular category compared to the average Pinterest user. This reveals opportunities to tailor your ad creatives and messaging to resonate more deeply with their specific interests, even if those interests aren't directly related to your product. For example, if your audience for a travel agency shows a high affinity for 'sustainable living,' you could create ads highlighting eco-friendly travel options, even if your standard ads focus on luxury resorts. This deeper understanding enables you to expand your targeting strategies and create more relevant and engaging content that aligns with their broader lifestyle and values, leading to improved campaign performance.