During the last several months, Pinterest has rolled out an array of new features. With the news earlier this month from Business Insider that Pinterest drives nearly 25 percent of all social network-generated e-commerce sales, these changes can’t be ignored. For retail brands, Pinterest has become an invaluable tool for interacting with their consumers and building interest in their products . These new services maximize that value to brands by offering ways to connect with their Pinterest audience and create greater visibility for their products. Here are the most important new features to keep in mind:
1. Alerts for sales on pinned items
In an attempt to tap into the social network’s heavy use by shoppers, Pinterest will begin sending alerts to users when items they’ve pinned go on sale. The alerts will only appear for “product pins” from merchants with Pinterest business accounts.
2. ‘Rich Pins’ offer more information
Pinterest has begun partnering with a handful of brands to offer more information in their pins. For example, movies pinned from Netflix now display the directors and starring actors beneath the image with an enhanced direct link. Pinterest also now offers more detailed article pins with captions and direct links. No word yet if these features will become available to a wider list of companies.
3. Ads are coming to Pinterest
Pinterest announced in October that it will sell ads. They will be similar in format to “promoted tweets” on Twitter, showing up at the top of relevant search results and category feeds. For example, when searching for Halloween costume ideas, you might see an ad for a local Halloween store. CEO Ben Silbermann promised that the ads would be “tasteful, no flashy banners or pop-up ads.” The ads begin a test run before a wider rollout.
Are these features strong enough to pull a new audience to Pinterest? How can practitioners take advantage of the features for their clients?