28 May 2013

New ‘Rich Pins’ Are a Good Start for Marketers on Pinterest



By now, it’s common knowledge that Pinterest is a great place for marketers targeting a specific, tech-savvy, and share-heavy demographic (women!), especially since the site also boasts over 48.7 million unique visitors globally.
In an effort to beef up its value for marketers (and offer more content-rich information for its users on each pinned image), Pinterest has rolled out what they are calling rich pins.
Rich pins essentially contain two things:
  • Text-rich information to accompany the image
  • Links attached to the images that will drive users to the desired webpage
I like the idea of rich pins from both sides of the fence. For users, it will help them get more info about the product, recipe, or movie in the image so they don’t have to track it down and research it themselves offsite, and for marketers, it offers quick access to the online assets that may lead to a purchase.
I also think it’s a no-brainer extention of what Pinterest was already doing without diluting the power of the shared image.
How to Use Pinterest’s Rich Pins
Developers: click here to get started, but make sure your site is using meta tags already.
For this initial offering, Pinterest is offering rich pins in three categories. From the Pinterest business blog:
  • Product pins include features like real-time pricing, availability, and where to buy.
  • Recipe pins include ingredients, cooking times, and serving info to get Pinterest cooks excited to hit the kitchen.
  • Movie pins include ratings, cast members and reviews to help pinners learn about new flicks.
For brands that have an obvious visual component, Pinterest has always been a very strong driver of traffic. Brands that don’t fall into this category have had to get more creative. This new feature expands Pinterest’s value for three categories that have already received likely benefit from having striking visual appeal.
Where Can Pinterest Go From Here?
It will be interesting to see how Pinterest can expand its offering to include support for things like contests, event boards, and other creative usesthat marketers have found for this unique social network.
What would you like to see Pinterest tackle as part of their next rollout? How can they improve the three categories of rich pins already offered?

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