A while ago, I wrote about Pinterest in one of my posts and its importance for eCommerce. Today I’m coming back to this social network because in recent months the platform has announced “Rich Pins” or “more useful Pins” (Rich Pins or Useful Pins), a change that clearly benefits eCommerce. But what are Rich Pins, and how do they benefit eCommerce?
As Pinterest announced on its corporate blog on May 20, Rich Pins are special pins that let users of the social network learn more about the items shared and, in some cases, even see details such as price, stock and where to buy them. This way, users can enjoy pins with richer content that gives them additional information.
For several months now, Pinterest has kept making changes to its platform with the clear intention of betting on eCommerce and helping brands sell. Early in the year, Pinterest unveiled a website redesign with much larger images and a far more intuitive structure. In March, the company launched its own data analysis tool (Pinterest Web Analytics), and it is now changing the features of its pins to make them more useful for businesses.
Having realized the enormous potential of eCommerce, Pinterest is one of the “social networks” refocusing its business model on eCommerce the fastest. Pinterest is much more than a social network: the platform is becoming a visual indexing tool that acts like a search engine, helping people find what they like and, most importantly for businesses, what they want to buy.
Image source: http://blog.pinterest.com/post/50883178638/introducing-more-useful-pins
To wrap up, I’d like to explain the three categories of Rich Pins Pinterest has created so far:
– Product Pins: pins designed for products such as clothing, furniture or home décor items, showing prices, availability and where to buy. This category benefits eCommerce the most.
– Recipe Pins: pins designed for users to share recipes, showing information on prep and cooking times, ingredients, servings…
– Movie Pins are pins designed for sharing information about movies, showing data such as ratings, actors, actresses, directors, etc.
Pinterest, which already has more than 50 million users worldwide, has become an essential “partner” for online stores, and I recommend that companies with an eCommerce store keep investing in this social network. If you use it, you’ll see how you can promote your products, strengthen your eShops’ rankings and attract new buyers.
