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Pinterest Bolsters Content Discoverability with New Interest Tool

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Pinterest is rolling out a new tool called ‘Interests,’ which presents users with a feed tailored to their personal tastes and interests. The update should increase the discoverability of inspiring content, and therefore provide brands with more opportunities to reach and connect with relevant audiences on the platform.

How it works

Pinterest users can log on to the desktop version of the site right now to preview the new tool; the mobile version will be rolling out soon. Once on the site, users can browse customized Pins that are relevant to their interests. This update follows a more personalized home feed that was rolled out in July of last year, where one could use an “edit” button to tailor what pins they saw.

Pinterest identifies users’ top interests in two ways: onsite activity (data around what interests a user based on what they pin or re-pin) and offsite activity (data collected around the types of sites a user pins content from via the Pin It button). For example, if a user is into vegetarian food and often visits vegetarian or vegan food blogs, Pinterest’s new feature will suggest similar content for them. Tracking can be turned off in user account settings at anytime.

Marketer Implications

Pinterest has introduced a new form of discovery. In the past, users predominantly found content by viewing the broad category feeds established by Pinterest, e.g. “women’s fashion” or “science and nature,” or through the people they followed. This new form of discovery is more organized than any other feed, and increases the need for brands to optimize their content in order to be seen.

With this update, users can discover new content based on more targeted niche interests – take for example, basil or kale instead of “food and dining.” With this mode of discovery in mind, and users increasingly turning to Pinterest search to find inspiration, content needs to be optimized to ensure findability. Marketers should make sure their brand pins are  not only visually striking and interesting, but also inclusive of relevant keywords and leverage tools available – e.g. rich pins for retail, food, travel or entertainment brands.

Photo via Pinterest

Connectivity continues to be important. The personalized feed may offer broader exposure to brands that are well-connected throughout the platform—the more content shared and the more people pinning it, the greater the chance a brand will be displayed in user personalized feeds.

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In their blog post, Pinterest reiterated their mission to make content as relevant as possible for each person, so the platform becomes a one-stop shop for “all the things you love, even if you didn’t know you were looking for them.” The new Interests tool is just one more step in the platform’s maturation as a discoverability platform.

Cover photo via Vertical Response