Pinterest introduces rich pins
Pinterest has launched rich pins in a quest to highlight major brands and encourage users to become more engaged with the content brands produce.
The new feature enables users to act on the things that inspire them on the site such as being informed on where they could purchase a particular product featured within a pin. It seems to be a step towards the platform becoming a marketplace for brands as well as reinforcing its status as source of inspiration for consumers.
Of course this also leads to new opportunities for Pinterest itself, giving the site the opportunity to increase its revenue although this will be a gradual process.
Rich pins are set to benefit both the brand and the consumer, allowing the brand to give as much detail possible about the product or service featured in the pin and also giving the consumer the opportunity to gain more information on a pin which they find inspiring. For example, a recipe pin can allow the brand itself to give information on what ingredients you might require for baking a cake, how long it will take to make and how servings you will get from the recipe The consumer who was originally inspired to bake a cake from seeing the pin can then act upon their desire with sufficient information on what they need to do so.
Rich pins can also be sorted into categories, such as recipe pins, product pins, and movie pins - with each category providing relevant information in its genre; product pins offer users information on pricing, availability and where to buy, while movie pins inform users who stars in the film and the content rating.
Of course, a major benefit for brands investing in rich pins would be that rich product pins will stand out in search - with rich pins helping push promoted posts to the forefront of search results to encourage a higher click-through-rate
This update to the Pinterest site should lead to users having access to more useful data, giving the site more purpose than just inspiring its users' creative side. There is a clear potential here for brands to increase their sales profit, putting forward inspiring ways for consumers to physically use their products.
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