Pinterest, the web’s most popular social scrapbooking tool, recently announced a major platform update that gives pins more context (such as price, availability and reviews) and grants consumers more information to make purchase decisions directly within the platform. Rich pins allow brands to attach structured information to pins across three categories – movies, recipes and product.
What do rich pins look like?
Once enabled, Pinterest will use image meta tags on a brand’s website to automatically populate additional information around movie, recipe and product pins.
For movies, rich pin information includes ratings, cast member information and reviews—as can be seen on the Lights, Camera, Action! board.
For recipes, rich pin information includes ingredients, cooking times, serving instructions and dietary detail (e.g. vegetarian or gluten-free). Head over to the Delicious Eats board to see it in action.
Finally, rich pins are giving consumers more information around products in general. Pricing, availability and where to buy the product will now be available as is displayed on the Products We Love board.
What does this mean for brands?
Pinterest’s mission is to help people discover new content that is of interest to them – and rich pins will add a valuable layer to this experience. Now, when users are exploring boards and pins from users with similar interests, and stumble over a product, recipe or movie they like, related information for that pin will be readily available and easily viewable.
Instead of having to click to another property to find out if that blouse is in stock, if that recipe is gluten-free or if that movie is appropriate for children, Pinterest can now tell you within the pin itself. And with this information easily accessible, consumers are better equipped to make a decision to buy, make or experience your “product” without ever leaving the platform.
How can I implement rich pins?
Implementing rich pins is a fairly simple process, but marketers will need to be proactive when it comes to ascribing the appropriate tags to their website images. This will likely involve teams outside of those managing the Pinterest community, so close coordination between SEO and social groups is essential.
- Determine which type of rich pin (movie, recipe or product) you want to apply to your website images.
- Add the appropriate meta tags to you website (Pinterest will pull in these tags to propagate the information).
- Validate rich pins and apply to get them on Pinterest.
As content creators and purveyors of inspiration, brands have an important role to play on Pinterest. Following a string of updates for businesses, including the “pin it” button and web analytics, rich pins continue to make brands more effective at sharing pinnable content. As the platform continues to grow, we expect to see more brand opportunities arise, but with one clear user goal firmly at the center of it all, that is: increasing the possibility of unexpected discovery.
Cover photo via Pinterest