Since its inception, brands were quick to adopt Pinterest’s unparalleled commerce capabilities, and for good reason—the number of Pinners shopping on Pinterest rose 44% last year. And now consumers have a direct line to your Product Pins with the launch of the Pinterest Shop tab. In response to a surge in usage, as consumers adapted to new at-home lifestyles and depended more on ecommerce to meet their needs, Pinterest added a dedicated ecommerce functionality to its search tool and boards to make shopping on the visual channel easier than ever.
So, how can brands capitalize on Pinterest’s latest feature? Product Pins. Product Pins allow brands to pull product descriptions, prices, and inventories directly from their ecommerce platform to create Pins ready for purchase—and send Pinners straight to checkout.
97% of top searches on Pinterest are unbranded, making it the perfect place to increase brand awareness and put your products in front of new online consumers and deepen connections with your existing audiences. Pinterest’s new Shop tab is the extra push every brand needs to add Product Pins into the mix.
Pinners head to Pinterest with discovery and shopping in mind. Pinterest’s newest feature serves Pinners the option to Explore or Shop at the beginning of their search. Previously Product Pins were lost in a sea of visuals, making it harder to stand out and capture purchase-minded Pinners. The Explore tabs directs Pinners to the typical feed of related Pins while the new Shop tab takes Pinners to a feed of Product Pins—a more efficient route for purchase-minded Pinners.
Pinterest applied the same magic to boards. Now, Pinners can shop from their own perfectly curated boards. When Pinners head to their boards, they can select the Shop tab to explore products from or inspired by these Pins. A true game changer for wedding planning, home renos, and holiday shopping.
Along with the addition of the Shop tab, Pinterest has made a number of other updates to create value for consumers and brands alike. Pinterest increased the number of shoppable pins on the platform 2.5x since 2019, effectively boosting traffic to retailers by 2.3x. The platform launched a Verified Merchant program to recognize verified retailers with a blue check mark, cultivating trust between brands and consumers on Pinterest.
With Dash Hudson, brands can surface meaningful insights that inform which Pins are engaging a brand’s target market and, ultimately, driving traffic and revenue. Marketers can uncover what visuals are inspiring action from Pinners and monitor KPIs to have a pulse on their brand’s Pinterest performance. This insight fuels visual selection and equips brands with the tools they need to maximize ROI and capitalize on the revenue driving opportunities that Pinterest has to offer.