How Pinterest makes it super easy to find & buy the stuff you see! - Discovery is at the heart of Pinterest. This month, Pinterest introduced 3 new functionalities that seamlessly move Pinners from the moment of discovery to fulfillment. Google, watch out! Given that 97% of monthly searches are unbranded, i.e. pinner is searching open-mindedly and not for a particular brand, the potential to capture new customers in the upper-funnel is undeniable. If you sell products or services online, it’s time to start optimising your Pinterest presence.
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At the forefront of visual search & discovery
Pinterest has introduced three new functionalities that take it one step closer to becoming THE Inspiration, Search & Shopping go-to platform:
- Lens (beta)
- Shop the Look
- Instant Ideas
LENS | This is undoubtedly the most exciting new kid on the Pinterest block – the Shazam for objects! A new visual discovery technology is what sets Pinterest apart from traditional search engines. It uses deep machine learning and human curation to generate recommendations. Lens turns something you see into a search request.
Let’s say that you have some courgettes in the fridge and you need some inspiration to prepare dinner. Point Lens at the courgettes and it will propose several recipes. Since it knows from your Pinterest actions that you have an interest in vegan food, it will include plenty of vegan recipes. How cool is that?! Needless to say that this type of personalisation undoubtedly leads to higher engagement.
For the moment, search results through Lens work best for interior decoration, clothing and food. The results and range of search topics will increase as it learns to recognise other categories. If you want to learn more about the Pinterest search technology, you can find a detailed explanation on the Pinterest Engineering blog.
Image source: newsroom.pinterest.com
SHOP THE LOOK | Welcome to your digital shopping mall! Shop the Look allows Pinners to tap a blue circle and see similar products that they can purchase via Buyable Pins on Pinterest. Go on a shopping spree right from the comfort of your couch! Currently, Buyable Pins are only available for brands in the US. Shop the Look is initially being rolled out on iOS for fashion and lifestyle products.
Shop the Look
Image source: newsroom.pinterest.com
INSTANT IDEAS | Discover related pins in your home feed based on your interests and likes. By tapping the white circle on the pin, new pins appear that are relevant to the pin topic. It makes the home feed more personalised and recommendations more relevant to your tastes and interests.
What e-tailers and marketers should know
- 55% of US internet users indicate that their primary use of Pinterest is for finding/shopping for products (compared to 12% for Facebook and Instagram). The discovery mindset of pinners is very closely tied to purchase intentions.
- 76% of Pinners save items to purchase later. The summer dress that gets saved in March may lead to a purchase in June. Pinners start their searches early, sometimes up to three months before a key event or holiday. It can be even longer for travel or wedding planning.
- Promoted pins can return big traffic-generating results for very little investment compared to other social networks. In addition, Pinners tend to save your ads on their board, so they get a much longer shelf-life! This rarely happens on other platforms. Promoted Pins are limited to USA, Canada & UK only for the moment, but further roll-out in Europe is expected this year.
- 75% of the content people enjoy on Pinterest comes from businesses. Since publishing or advertising is much more subtle on Pinterest, there is less need to combat ad blockers, as might be the case on other platforms.
- According to Pinterest, Search is now responsible for more on-site impressions than any other Pinner action.
A VERY different kind of Search
Traditional search engines like Google can capture the intent of a user directly searching for a product. However, the power of Pinterest lies in tapping into those moments where potential customers are just browsing around and might stumble onto a product they may later buy. By rethinking the way consumers search for products on the web, Pinterest bridges the gap from inspiring consumers’ future purchases to driving them to make a purchase.
If you own an e-commerce store, you should seriously consider capitalising on Pinterest’s shopping features. Exciting times lie ahead for personalised online shopping and Pinterest is at the forefront of a visual search revolution. Even though Pinterest is slow in rolling out advertising functionality in Europe, it is expected to arrive very soon.
The roll-out of Promoted Pins (Pinterest ads) in non-Anglophone countries is expected to start in 2017. Want to be first in line when Pinterest Ads are rolled out in your location? Then it’s time to get ready!
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Mary Lumley - Conversion Focused Pinterest Marketing
How Pinterest makes it super easy to find & buy the stuff you see!
Discovery is at the heart of Pinterest Search. This month, Pinterest introduced 3 new functionalities that seamlessly move Pinners from the moment of discovery to fulfillment. Google, watch out! Given that 97% of monthly searches are unbranded, i.e. pinner is searching open-mindedly and not for a particular brand, the potential to capture new customers in the upper-funnel is undeniable. If you sell products or services online, it’s time to start optimising your Pinterest Search.