Pinterest's New "Rich Pins" Expand Marketing Options for Businesses
Pinterest is making the pinning experience a little richer for individuals and businesses.
The popular social network recently launched Rich Pins, a new feature that provides more consumer information, such as movie ratings and reviews, to users as they peruse certain types of images, or “pins.” The idea is to get people to act on their desire to see a film, try a recipe, or purchase a product.
“Pinterest is now even more business- and brand-friendly with its rollout of Rich Pins for products, recipes, and movies, which provide more information than a regular pin,” explains Andreea Ayers, a marketing expert and author of the e-book Pinterest Advantage.
For example, Ayers says, product-related pins can now display information such as where to buy an item, making it easy for Pinterest users to go directly to the company’s website to make a purchase.
The initial rollout of Rich Pins is designed for big-box retailers like Target, Walmart, and Home Depot. But small businesses will also be able to make more information available with certain pins.
The Pinterest website advises companies to prep their websites with the necessary metatags and then apply to have them validated. Instructions for doing so are available online; small businesses may need the help of a web developer to put Rich Pins into place.
Pinterest can be a powerful marketing tool for building brand loyalty and customer interest. The social media site has seen phenomenal growth since it launched three years ago: It currently counts nearly 49 million users.
Carla Turchetti is a veteran broadcast, print and digital journalist who is passionate about small businesses and the stories behind them. Carla is a small-business columnist at the News & Observer, the regional daily newspaper in Raleigh, North Carolina.