New Place Pins can help prospects nail down shopping plans

Published on
by Brafton Editorial
Pinterest recently announced Place Pins, a new feature that adds location data to social content to help consumers map the items they love.

Pinterest has been paying close attention to the way members use the network and noticed people were looking for a way to put names to places. According to a recent blog post, Product Designer Justin Edmund announced Place Pins, which will make it easier for people to reference their favorite landscapes and map out dream vacations. This addition opens new doors for travel companies, but also for local businesses and restaurants to help prospects plan getaways, special occasions and shopping trips.

Pins featuring places already make up a significant portion of all the social media content on the site. People have uploaded approximately 750 million destinations, and 1.5 million are added daily. Given the demand for location-labeled content, Pinterest’s Place Pins give users better functionality when creating and sharing boards about the places they’d like to see.

“Place Pins also include extra details like the address and phone number right on the Pin so you can easily pull up useful info on a weekend adventure or before a night out,” the post added. Additionally, Place Pins are fully supported on mobile devices, so members can easily find the businesses they’ve coveted online when they’re on the go.

30 percent of users have made a purchase after first interacting with Pins on the site

Location data could move the needle for brands’ Pinterest marketing. If a customer is looking to make the leap from web browsing to in-store purchase, Place Pins will make this process seamless. This happens more often than marketers might think. Brafton previously reported that Pinterest is the social network that drives the most conversions following Facebook. Around 30 percent of users have made a purchase after first interacting with Pins on the site, a Vision Critical study found.

Brafton has already reported of clients’ success using Pinterest contests to drive leads and revenue, and savvy travel marketers will consider how they can create Pin promotions that drive awareness and sales.

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