Pinterest alterations could boost online marketing capabilities by Catherine Ferguson
Pinterest has announced a raft of changes and upgrades to its offering. The changes are designed to help both consumers and businesses looking to interact with them.
Social media is a rapidly changing industry, with Twitter, Facebook, LinkedIn and Pinterest all constantly tweaking and upgrading their offerings to keep pace.
The latter of those social media sites is the latest to announce a raft of new features and additions.
Pinterest is hoping that the changes it has made will make its pins “more useful” for companies looking to boost engagement with consumers on a regular basis.
One of the major changes to the virtual pinboard site is New Product Pins, which will not only allow users to highlight images of items they like, but also see pricing, location and availability details.
This is expected to increase purchases, as shoppers will be armed with all of the information they need.
Anna Majkowska, a software engineer at the company, said: “From your feed, you can tell when a pin has more information by the icon that appears below the picture. We ll also update all of your old pins so they re more useful, too.”
A new search function has also been included on the site, which will let users filter their pins, so they can immediately go to images of the type of things they want to see or purchase.
Hui Xu, Software Engineer at Pinterest, said that the feature will enable users to filter results by clicking on the “just my pins” button on the site.
While the new additions to the site will help convert users to customers, there is one step before this, getting people to pin your images in the first place.
New research from Curalate has shed some light on what types of pictures get the most pins, repins and likes on Pinterest.
Analysis of over 500,000 images indicated that vibrant, multi-coloured pictures are very popular, with 3.25 more repins that those with just one dominant colour. It was also noted that the colours involved have an impact, with red images being more popular than those with a blue tone.
More detailed images were also popular as pictures with less than 30 per cent whitespace are repinned the most, with the number of repins dropping off by as much as four times when whitespace makes up 40 per cent of the photo.
Those that showed people without revealing their faces were more popular than images that featured the face of brand models.
Brendan Lowry, Curalate’s marketing director, explained that this particular fact was initially a surprise to researchers. “However, when we gave it deeper thought, we were reminded that user behaviour on Pinterest is extremely unique: it’s a network of things, not people or places. As a result, people prefer to see and interact with objects, not humans.”
Respond to demand and behaviour
Social media and sharing is a crucial part of running a brand today, but it is important that companies understand the very different ways consumers interact with the varying platforms out there.
What works on Facebook or Twitter may not have the same results on Pinterest or LinkedIn and as a brand looking to appeal to as many people as possible it is imperative to pick up on the subtle differences and adjust marketing activities through social media as a result.