Promoted Pins and Advanced Search Features Propel Pinterest Forward
With more than 30 billion pins and 750 million boards, Pinterest’s only way to navigate through them all used to be a single search bar. Luckily for users and brands alike, Pinterest has finally reconstructed its search features.
Users can now utilize Guided Search, a tool that lets users further filter the results. Whereas looking for recipes used to return thousands upon thousands of pins, the results can now be filtered using keywords, like “vegan,” “easy,” or “date night.” Additionally, Pinterest is expanding the category titles to be more specific. Lastly, as we’ve seen at an ever-increasing rate online, Pinterest will now offer tailored suggestions to users based on their previous and frequent pins.
“The hope is that users will come across more relevant content, as well as discover new content they didn’t even know they were looking for,” says Pinterest CEO Ben Silbermann. Pinterest believes this is a step in the right direction toward their goal of possessing ecommerce capabilities.
In the meantime, with increased search features, more people may be inspired to utilize their vast online-scrapbooking service. An increase in consumers would inevitably help Pinterest sell more ads. Only in it’s fourth year, Pinterest has already begun experimenting with “Promoted Pins,” available on a CPM (cost-per-thousand impressions) or CPC (cost-per-click) basis. Similar to promoted content on other social networking sites, Promoted Pins will have the same look and feel as organic ones, but with a Promoted Pin designation. These ads will allow advertisers to reach more of the 70 million active users, bypassing the original option of visibility by just their own followers and through repins.
The Wall Street Journal reported that the Four Seasons’ promoted pin for a $70,000 hotel package complete with a private jet trip to Bora Bora was repinned more than 9,000 times and the company ultimately received over 500 requests for a brochure.
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