Pinterest's latest offering allows users to more easily interact with the content they see and pin on the website. Rich Pins allow expanded content from a marketer's website to be featured within a traditional pin. The product is launching with four types of rich pins: movie, recipe, product, and article. They can be added to Pinterest by inserting meta tags on the linked website and applying to Pinterest for use. Each of the pin types can add additional, engaging content in different ways:
Movie pins allow the post to include ratings, cast members, and reviews. The information can allow Pinterest users to learn more about a movie on the social platform, and visit another website (like Netflix or Rotten Tomatoes) to learn more.
Recipe pins display additional information including ingredients, cooking times, and serving information to help chefs on Pinterest easily get the details they need to make the perfect meal. Brands like Martha Stewart and Whole Foods are already taking advantage of this opportunity.
Product pins are an ideal opportunity for many online retailers, as they include real time pricing, availability, and information on where the product can be purchased. Pinterest lists REI and the Home Depot as brands already using product pins, but this offering would be a great fit for many e-commerce brands.
Article pins include headlines, authors, and story descriptions for pinned articles. The New Yorker is using the offering already and many news organizations will likely be soon to follow, but article pins would also be a great fit for many blogs.
With all rich pins, the pin itself will be larger to house the extra information, and the pictures within the rich pins will also be larger. Marketers using Pinterest should capitalize on this unpaid opportunity to display eye-catching pins which can better connect consumers with brands.
While there is no cost associated with rich pins, Pinterest is also rolling out a paid advertising opportunity called Promoted Pins. The ads will look like standard pins but feature small text indicating that it is being promoted. Ads will be included in search results and category feeds. For example, a search for winter scarves may serve a promoted pin for a local store which offers scarves for sale. Pinterest promises that the new ads will be tasteful, transparent and relevant to not interfere with the platform which many users have grown to love. The offering is currently being tested at no cost with select brands, and will likely roll out for other advertisers in time for the holiday season.