Pinterest launched a new development this week – a specific feed featuring Product Pins.
Many people use Pinterest to curate ideas an favourite items they want to purchase, so Pinterest has responded and created a ‘Gift Feed’.
To me, this seems a perfect place that organisations could have featured pins enabled by Pinterest advertising in the future.
Pinterest comments that this is a work in progress but it only shows Product Pins which have information about the price of an item, the availability and where to purchase it right under the image on the Pin.
In the Pinterest blog post announcing the new feature they comment that:
Product Pins get higher click-through rates than regular Pins and make your brand more visible because of the logo on the Pin. Pinners also get email notifications when Product Pins they’ve saved drop in price.
I still find few businesses have optimised their website to accomodate their products being shown as Product Pins – you do need to apply for them to be enabled for your content on Pinterest.
The new Gift feed currently includes price filters – I would hope that in the future that we can search by country given the continued expansion of Pinterest internationally.
I have noticed content on the shopping feed from Etsy, Ebay, Pottery Barn, Nike and ASOS.
The one issue I see with the feed at the moment is that it is not easy to find recently pinned content. For example near the top of the feed I noticed content that had been pinned 23 weeks previously. It is not clear how Pinterest determine the order of the Pins on the feed as that Pin had only 3 re-pins so it was not at the top of the feed due to popularity in terms of re-pins. See a screen shot of the pin below which also shows the price mark down.
If you want your content to show up in the Gifts feed, you need to ensure that your website has the relevant mark up and that you apply to Pinterest to have your Product Pins approved.
While you are making these changes, also take a look at Article Rich Pins (see an examples of one of mine here) and Recipe Rich Pins (see an example of one of mine here) if you also publish content in these categories.
All the details are on the Pinterest Developers site. If you are serious about seeing a return from your Pinterest marketing, I highly recommend that you enable Product Pins, as I anticipate that Pinterest has some interesting plans for the new gift and shopping feed.
If you need more assistance with your Pinterest marketing plan or want to know how to optimise your content for Pinterest you can contact me for a private consultation and you can also review my Pinterest marketing and training tips board.
