Monday, July 29, 2013

Pinterest Users, Brands Benefit from Rich Pins Upgrade

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Pinterest, the bulletin board style website that allows users to create and manage content that is relevant to them, recently got an upgrade. In the past, the disorganization and lack of live links from the site have caused users (and businesses) to complain about the availability of items, recipes and reviews. Recent updates have all but eliminated this troublesome issue.

Pinterest alone drives more referral traffic than Google+, Linkedin and Youtube combined. However, broken links don’t allow users to find the original source of the items they were pinning.
Introducing: Rich Pins
  1. Rich Pins are a tool for businesses to drive traffic and business to their sites.  The Rich Pin provides the pinner with more immediate information regarding that pins origin, ingredients, price and reviews.
  2. Rich Pins are categorized by product, recipe or movie. Once you figure out which category/categories your brands belong in you can embed links to the rich pins to drive traffic to your site.
  3. Brands hoping to drive e-commerce can include direct links to the product, pricing information and availability, allowing sales to come directly from Pinterest.

Why should brands care?
  1. Rich Pins give brands the ability to leverage Pinterest as a platform to drive sales. By including direct links and availability information Pinners have easier access to products they love.
  2. Lifestyle brands or food bloggers can leverage recipe pins. Once users see ingredient information, they are likely to click through to get further information about that recipe, which increases traffic to the brand site.
  3. Users don’t see Pinterest as an “advertising” platform; it is a very non-intrusive way to provide fans with more information, which could lead to better consumer relationships.
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