Pinterest features help brands reach diverse audiences
Latest from Pinterest platform features and improvements can help brands reach new customers and move some of the site’s 400 million Monthly Active Users (MAUs) down the sales funnel with a seamless shopping experience within the site.
Improved Product Pins, Story Pins, a trial feature, and skin tone-based searches allow Pinterest to meet specific consumer preferences. With 90% with weekly users making purchasing decisions on the site, these new features help Pinterest become a powerful platform rich in shoppable content.
Pinterest tests new shopping features and adds shopping spotlight
Pinterest is trial multiple ways to get more attention to your product pins with tags and purchasing information conveniently located next to the pin. Pinterest Product Pins are enriched with information such as product description, pricing, and availability, and are formatted to notify users that Pins are purchasable.
Pinterest product pins are tested with tags such as “popular” and “bestseller,” based on buying trends. Other valuable product information, such as price, product reviews, and shipping information, is placed next to product pins, along with the information aggregated from brands’ e-commerce sites.
“Millions of people come to Pinterest every month for inspiration on what to try and buy,” mentionned a spokesperson for Pinterest. “That’s why we continue to make it easier for Pinners to find products from trusted merchants. “
Consumers today expect instant information and an easy shopping experience without too many clicks, and Pinterest strives to meet those expectations. Pinterest purchasable content is created by brands to increase audience engagement through content, including videos, recipes, and articles, on specific products for sale. The products that consumers are discovering can be purchased by clicking links in the content directly on Pinterest.
Pinterest Expands Diversity Of Beauty Market With Try On And Tone Features
Pinterest meets the needs of various audiences by launch of technology-rich features to organize items according to skin tone.
The term “beauty” is one of the most searched keywords on Pinterest among users. According to a recent press release from Pinterest, female Pinterest users are 2.4 times more likely to try different makeup products than on other social media sites. The addition of the Pinterest try-on feature allows women to experiment with different products depending on their skin color.
Pinterest Product Manager Anne Ta said, “Pinterest is the home of inspiration, but it’s hard to be inspired if you don’t feel represented.” She noted that Pinterest continues to prioritize improving Pinterest’s user experience by using technology and site improvements to deliver more relevant content, particularly in the way users control beauty content at home. from the search results.
Pinterest uses AR technology for virtual shopping
Pinterest’s trial AR feature, launched in January, uses goal search technology that allows users to experiment with over 10,000 shades of lipsticks using the Pinterest app, available on Apple and Android devices. Users can purchase the lipsticks they try directly from retailers with just a few clicks. A photo of the products can also be saved as pins for later purchase. The feature is available in the US and a few other countries with more Pinterest AR categories planned.
Skin Tone Research Improves Content Results
Improved search technology on Pinterest allows users to select products based on their skin tone, starting with four shade palettes. the skin color function allows pinners to define their searches by one of four skin tone palettes in order to get more relevant results. The skin tone feature launched in 2018, but updated in August to be more visible and provide more precise results. For example, a pinner might search for content for “Brown Hair Ideas for Fair Skin and Brown Eyes” or “Makeup Ideas for Brown Skin and Fair Eyes”. The skin tone feature is also now integrated with the AR test feature so Pinners get results with lipstick color suggestions based on skin tone research.
Pinterest launches Pinterest store for black-owned businesses
Year over year, searches for “black-owned businesses” on Pinterest have increased 13-fold since June 2019. In response to demand, Pinterest launched its Black owned business Store Pinterest in August to coincide with National Black Owned Business Month. A Pinterest store consists of products selected by Pinterest and Pinterest users. The Pinterest Black-Owned Business Store features over 20 black-owned fashion and beauty businesses with over 600 purchasable pins that link to stores’ online payment sites, allowing fewer clicks to buy. There are over 5,000 subscribers on the Pinterest black-owned business store, and the store receives over 81,000 monthly viewers.
HBO Max uses story pins feature to promote new show
Pinterest story pins were originally tested in 2019 in countries outside of the United States, the second version of the Story Pins was released in April 2020 in the United States for closed beta testing. Pinterest story pins, which have a story icon at the top left of the image, are designed to share ideas with clickable content. Story Pins can use videos, images, and text in a story-like format with up to 20 pages included on an unrelated pin outside the platform. While Pinterest Story Pins are not yet widely available, pinners can request to use Story Pins.
One of the earliest users of Pinterest Story Pins is HBO Max, who used the Pinterest feature to promote her cooking show Selena + Chef. Drawing on a social distancing format, the reality show features actress and singer Selena Gomez in her California home learning to cook from professional chefs offering distance classes from their homes. HBO Uses Pinterest To Promote Unscripted Cooking Show By Pinning Exclusive Content – like recipes.
How can digital marketers use the features of Pinterest to promote their brands?
Pinterest has a proven influence on consumer buying habits, and the addition of Pinterest features that move users down the sales funnel should support e-commerce efforts. With the shopping features that Pinterest has launched on the site over the past year, such as searchable catalogs, the tab today and Pinterest stores and new augmented reality-enhanced search features, Pinterest is now able to cater to an increasingly diverse user list and offer seamless, integrated e-commerce solutions.
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