Pinterest is focused on providing users with relevant information within its interface. When members search the social network for interesting content, they want to find enough supporting context to know where to turn next to prepare recipes, buy products online or create do-it-yourself projects with their kids. To enhance the educational power of Pinterest’s social media content publication tool, the company revamped the type of pins brands can make, and partnered with various information hubs to spearhead the project.
Enhanced pins to feature additional branded content
Pinterest worked with websites like Anthropologie, Etsy, Better Homes and Gardens, Bon Appetit and Netflix to show more information on some pins. The three new types of posting options focus on products, recipes and movie ratings.
1. Product pins – Brands can post content with snippets of context like pricing, availability and where to buy. This information can be updated every day.
2. Recipe pins – Foodies can now find cook time, ingredients and servings in each recipe pin by a select group of contributors they come across on Pinterest.
3. Movie pins – Writers from Netflix and other sites who pin custom content to Pinterest can also include ratings and cast members in posts directly.
What does this update mean for brands?
Marketers who blog about any one of these topics can put more information in front of readers and create interactive experiences on Pinterest. While the new feature is limited to select industries and websites at the moment, the option may become widely available to other companies in the near future.
Online retailers can use the Product Pin function to increase website conversions. Brafton reported on a BizRate report from October 2012 that noted 70 percent of surveyed consumers use Pinterest to get inspiration about what to buy online. The new posting option can help companies communicate seasonal sales, deals and other events online to drive profit margins from their social hubs.
More, Pinterest updated its mobile application to include the Pin It button. Now, users can post content to their unique boards while on the go. Brafton recently reported on the mobile marketing power of Google+, and now it seems that Pinterest also looks to cultivate Americans’ growing eagerness to shop and search on their mobile phones and tablets.
