Mobile Marketing Social Media

Pinterest Builds Out Location-Based Pins

November 26, 2013

Discovering the things you’re interested in just became easier with the roll-out of Pinterest’s newest update: Place Pins.

Similar to rich pins, this update allows users to tag content they’re pinning with greater context by mapping images against locations around the world. This new layer of information not only gives curators more flexibility to organize boards by location, but it also brings more relevance to explorers who can now browse by destination.

How Place Pins work

Place pins can be added to any board with map functionality enabled – simply select “Yes” to “Add a map?” when editing an existing or creating a new Pinterest board.

As you pin to the board, you can map the location of each pin, curating interactive maps at a local, country or world scale. The pins will also pull in extra information, such as address and phone number, and if you’re accessing them on the go, they’re optimized for Android and iPhone devices.

Meanwhile, to make discovery easier, Pinterest has started curating map boards through a new “Place Pins” category feed. Users can browse this feed to discover the most unique wedding destinations in the U.S, where to go on a pancake crawl through San Francisco, or where Beyoncé has performed her best live shows.

What Place Pins mean for marketers

Place Pins are most beneficial to local and travel industry businesses looking to inspire followers with magical destinations and local haunts. However, with a little creativity, Place Pins can see other use cases across a range of verticals.

For example, businesses in the fashion category could curate a board of photos from the best live fashion shows around the world. In entertainment, perhaps it’s a board of the world’s most unorthodox cinemas to watch a movie in, or, for a liquor brand, curate a board of cocktail recipes inspired by locations around the world (e.g. a mojito recipe from Cuba).

With endless possibilities, marketers shouldn’t limit themselves, and think creatively about how they can inspire new and existing Pinterest audiences. With Pinterest’s goal focused firmly on driving unexpected discovery for its users, marketers should continue to leverage the site to achieve a similar objective; that is, inspiring consumers with new and interesting ways to experience their product or service.


As location-based discovery continues to gain importance in an increasingly mobile world, Place Pins are a natural step forward for Pinterest. Allowing people to unlock experiences in the cities they live or places they’d like to go, gives the platform even more relevance and, for platform users, greater curation power.

With time, this play into mapping images will likely see further extensions with people being able to discover new things based on their mobile location, or marketers being able to target promoted pins (currently in beta testing) to a user’s location. It’s the next evolution to connecting people, through locations, with images that interest them.

Cover photo via SproutInsights