Pinterest started out as an inspiring platform and image bank, but it has come a long way since then.
Previously known as a platform for people looking for inspiration and new creative ideas, now it is also a platform for retailers to sell their goods and services.
Not just a destination for architects, marketers or designers to create mood boards, but a place where you can shop for anything you see on the platform, and for brands to reach people while they’re actively looking for inspiration.
Pinterest appears to be one very strong purchase tool.
Around, 84% of weekly Pinners come to Pinterest before deciding what to buy next (source: Gfk, Path to Purchase study, Nov. 20180 and 83% of weekly Pinners have made a purchase based on content they saw from brands on Pinterest. (source: Gfk, Path to Purchase study, Nov. 2018).
New features have been launched to help retailers get in front of customers who are looking for related products, and Pinners to see great items that match their unique style and taste.
These new features include Catalogues and Shopping Ads updates so brands can upload their products to Pinterest and plug them into new shopping spaces where they can be seen by millions of people. And, personalised recommendations for style and home decor boards, browsable sections of in-stock products from a specific brand, and shopping search.
Here is what you can now do on Pinterest with its latest features
- Shop a brand: A new dedicated section for products from specific retailers is starting to roll out beneath Product Pins. You’ll soon be able to dive into a brand’s catalog by clicking “more from [brand]”.
- Personalised shopping recommendations: Alongside style, home decor, beauty and DIY boards, you’ll see in-stock ideas related to what you’ve been saving, to match your style. Just click “more ideas” then the shopping tag to start shopping ideas picked for you. Tap + to add the Pin to your board, or click the Pin to go straight to checkout on the retailer’s site.
Catalogues: Brands can upload their full catalogue to Pinterest and easily turn their products into dynamic Product Pins, which means more shoppable Pins across Pinterest. A new dashboard allows businesses to organise their feed so their products can be discovered and purchased by Pinners.
- Shopping Ads: Shopping Ads are now available to all businesses through Pinterest’s self-serve tool Ads Manager. Once products are on Pinterest, brands can easily promote items from their product feed with Shopping Ads. Brands like Made.com are already using Shopping Ads in their campaigns and are seeing strong results.
- Shopping search: With more in-stock Product Pins, there are more products to search. Just search for a product like “midi skirt”, “men’s watches” or “outdoor furniture” and shopping results appear on the top of home feed. To start shopping click “see more.”