PINTEREST AND APPLE TEAM UP: Apple will debut its first boards on Pinterest today, a two-fold collaboration that also marks the latest iteration of the Rich Pin, or pins that include information like real-time pricing of a product, where to buy something or maps, addresses and phone numbers. The introduction of the new App Pin is the social platform’s most actionable to date, Malorie Lucich, Pinterest head of product communications, told WWD.
Intended to help people discover iOS apps, there is an “install” button right on the pin, allowing the user to download the app without prompting them to visit the App store. “A product pin is actionable, but it takes a few clicks to get to the site, but on an App Pin you can start the download and completely install an app right from the pin,” she said, adding that although users have been pinning apps for some time — media, fashion, retail and health lead the pack — there has never been a quantifiable way to drive traffic to app developers and help get their apps get discovered by Pinterest’s audience which, according to ComScore is more than 70 million visits a month. Lucich noted that to date, there are more than 30 billion pins on Pinterest that live on upward of 750 million boards with 75 percent of overall usage coming from mobile. She said that technology-related pins have increased 181 percent since 2012. While she wouldn’t necessarily put apps in this group, it’s a sign that the category is gaining steam.
As for Apple’s presence on the discovery platform, the App Store’s Pinterest boards will showcase top app picks, guest pinners, influencer favorites and seasonally themed boards, starting with New York Fashion Week. It’s a good time for Apple to start, considering more than five million fashion pins get pinned everyday.
According to the company, the platform will serve as a dashboard for real-time app activity during all of the fashion weeks in New York, London, Milan and Paris. The App Store’s Pinterest page will feature content from Farfetch Discover, Snapchat, ASAP54, Lyst, Spring and PHHHOTO that will be updated for the duration of the Fashion Weeks, and influencers like Olivia Palermo and Cara Delevingne will share their go-to apps during the show season. The App Store’s social media team has also tapped iPhone photographers Katja and Mal Sherlock to share their work on Pinterest, and designer Valentina Kova will tell the story of her collection via pin, with the help of iPhone photographer Meagan Cignoli and visual storytelling app Steller.