New mobile Pinterest features make it easier for brands to start online conversations that carry over into offline conversions.

There should be no doubt in marketers’ minds that Pinterest deserves their attention, and new features will only make their social media marketing efforts even more worthwhile.

The network, which allows users to build visual pinboards of their favorite products, pictures and projects, has gained attention on a global scale. Although its active member base only accounts for 4 percent of the world’s social media audience, its users proactively engage with branded content.

To complement its success on desktops, Pinterest recently announced new features for its mobile application, which will make it easier for users to share brands’ Pins across the network. Pinterest introduced notifications for its mobile application to alert users when their favorite brands add new visual content. Members of the network can also mention their friends by typing the @ symbol and entering each person’s name, which will make it easier for users to show followers their latest and greatest finds.

Pinterest revamped its search features, as well. The blog states that “[It will] now suggest search terms as you type on mobile. You can also see recent searches you made from other places, so if you searched for a soup recipe from your computer, you can do the same search when you’re at the grocery store with just your phone to help you.”

New mobile Pinterest features make sharing easy

This change will be significant for brands, because Pinterest users that interacted with branded content on the desktop site will now be able to reference those same Pins on the go. Brafton previously reported that retailers are missing out on opportunities to engage with their customers if they are not on Pinterest. On average, every fashion pin receives around 46 repins from members.

Marketers must keep their brand messages in front of consumers to retain their interest and engagement in today’s fast-paced culture. Actively generating social media content for Pinterest can foster ongoing conversations that draw site traffic and lead to conversions.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.