Earlier this week, Pinterest revealed that the high-trafficking social media site will roll out a new feature called ‘related pins’. This feature will allow pinners to rate the pins they wish to see more. Vice versa, they can also indicate which content is not so interesting and they would rather not see.
This sounds like a baby algorithm to us. Let’s explore this new feature a bit further.
The idea behind ‘related pins’ is to make the user experience better and give users more control over their already hyper-targeted content. So far, the news stream seemed to be a bit crowded and unsorted and there was no way for users to blend pins out. By collecting user’s feedback, Pinterest can optimise what appear in news streams and what not.
So, how does this new feature impact your Pinterest strategy? And what are these related pins actually?
How related pins work:
Related pins are suggested content for the user and work very similar to the suggested posts on Facebook. These pins will be marked with “Related Pin’ in the bottom left corner and a small ‘I’ in the bottom right.
By clicking on the ‘I; the user will be shown a dialogue box with the reason why Pinterest thinks that this pin might be appealing to the user who then can rate the pin. ‘Thumbs up’ indicates Pinterest was right, ‘Thumbs down’ indicated the user doesn’t like the suggested pin.
In case you don’t like the pin, you simply hit the ‘thumbs down’ button and Pinterest will tell you:
What impact have related pins on your Pinterest marketing strategy?
Now, a user can not only follow the boards they’re interested in, they can decide what content is relevant to them. For you as a marketer this means that you won’t spam people with little-to-no interest in your company. With a less cluttered feed, those users who are engaged with your brand will have an easier time seeing and interacting with your content on Pinterest.
It is very likely that Pinterest will finally offer marketers targeted advertising in a couple of month as a result of all the insights they are collecting from their users now. Like Facebook before, Pinterest has then the potential to offer very targeted promotions, saving marketers both time and money.
Do you find this new feature helpful? Let us know in the comments!