Pinterest’s Unique Tools for Marketers

By Dorothy Cheng Web

How often do you use Pinterest as a marketer? Pinterest is often overlooked in social media marketing strategies due to its relatively smaller user base. Earlier, we talked about whether Pinterest is the right channel for your marketing strategy. In this article, we will cover a number of unique marketing tools that add to Pinterest’s appeal for brands.

Rich Pins

Regardless what type of brand you have, rich pins can automatically help send traffic to your website from Pinterest. Similar to Twitter cards, rich pins offer more interactivity and information than regular pins.

There are various types of rich pins available for brands to use. The types of rich pins currently available are:

  • Product Pins
    • Reflect real-time prices and availability of your products.
  • Article Pins:
    • Feature article headline, a description, date of publication, and the author.
  • Recipe Pins
    • Feature ingredients, serving information, and cooking times.
  • App pins,
    • Include install buttons (currently available to iOS only).

Image Source: Pinterest

What does this mean for marketers?

Rich pins are synced up with your website and will automatically update. It’s a great way to provide your audience with the most up-to-date and accurate information they need.

The extra information from rich pins can help drive more relevant and engaged traffic to your website.

Buyable Pins

Another customization for pins is the implementation of buyable pins. This feature enables users to purchase directly off of a pin without ever leaving Pinterest.

Buyable pins are easily identifiable by a blue “Buy It” tag that shows up next to the red “Pin it” button. Users can see the item’s price and will be taken through a swift check out process, all on Pinterest.

An added component to buyable pins is Shop the Look pins. This feature lets users track down the individual items within fashion and home decor images to purchase them.

Image Source: Pinterest for Business

What does this mean for marketers?

Pinterest is currently the only social media platform that enables buyers to purchase directly through the website, and it presents a huge opportunity for marketers. The seamless checkout process reduces the number of steps needed to purchase an item. Consequently, the customer will have less time to change their mind before making the purchase. In addition, Pinterest doesn’t take commission from your sales, thus further increasing your profit margins.

Pinterest Lens

As the answer to user’s searching problems, the Pinterest Lens tool is the digital platform’s latest image matching search feature. Now users can take a photo through the Pinterest app to view search suggestions and ideas based on the image.

Image Source: CNN Money

What does this mean for marketers?

The more people using Pinterest to search for objects they’re interested in, the more valuable the platform becomes. Try to have large product inventories online to ensure that users can find your products when they’re looking for them. That way if someone is ready to buy, they can find your products before your competitors’ products.

Instant Ideas

Image Source: Tailwind Blog

Instant Ideas is another of Pinterest’s search features created to enhance the user experience. By clicking a small circle on pins they find interesting, users can browse related ideas and similar pins.

What does this mean for marketers?

This feature makes it easier for users to compare products and brands against each other. While this can increase your brand’s visibility, it can also set you against your competition. To combat this and ensure that you get the upper hand, find ways to set yourself apart.

Summary

Pinterest’s vast array of tools makes it easy for marketers to diversify the reach and effectiveness of their campaigns. Have you tried any of these tools yet? If not, which tool do you envision will work best for your brand?

Background vector created by Makyzz – Freepik.com

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