Pinterest’s latest tweaks could help fashion and beauty brands make a bigger splash on its platform.
The social media company announced that “Shop the Look” mobile ads will soon be able to show up to four products in a single placement and give pinners more to browse, click and buy.
The change, which will launch in the coming months, is geared toward product collections. Fashion brands would be able to feature an entire look — from accessories to heels and the outfit in between — or various items from the season’s latest line.
“It’s the easiest way for retailers to feature multiple products in a single ad so pinners can discover great products in the context of a pin’s image,” the company wrote on its blog, “and click to check out on the retailer’s web site.”
The expanded ad format was inspired by organic Shop the Look pins, the kind that don’t actually push product, but do showcase multiple items by tagging up to 25 different objects within a single image.
Pinterest’s Business Profiles are getting a makeover as well. The redesigned layout spotlights the brand’s pins and products more, putting them “front and center,” and includes new Shop tabs — so followers can find the business’ shoppable products more easily — and a new ability to add a video to the profile header, instead of merely images.
Given that chat has become increasingly important for customer-service-oriented brands, it should be no surprise that profiles now support messaging too.
The company expanded its catalogues and shopping ads to additional countries. Now select advertisers in France, Germany, Spain and Italy — also known as the home countries of several of fashion’s most esteemed design houses — can upload full catalogues of merchandise and auto-create “Shoppable Pins” from them. Naturally, they will also benefit from “shopping ads.”
Pinterest’s push to build off of its impressive discovery powers are clearly moving further into social commerce. The strategy has given the platform quite a bit of buoyancy among investors, but some analysts believe that the growth — driven by ad load — can’t continue ascending forever. In fact, according to Seeking Alpha’s Gary Alexander, the turning point may be looming soon, as “there’s not much room for Pinterest to move higher,” he wrote.
But until that happens, the tech company has been racing to update its platform and boost its shopping appeal. Pinterest recently updated its Lens visual search and integrated it with Shoppable Pins. For consumers, that means they can point their phones at items of interest, find them or similar ones on Pinterest and shop them online quickly.
At this point, Lens can recognize more than 2.5 billion items across the home and fashion categories, according to Pinterest. The company cited a CSpace study that revealed that 80 percent of Pinterest shoppers start with visual search, as compared to 58 percent of non-Pinterest users. The study also said the tool helps in brick-and-mortar retail too, with 61 percent of consumers using visual search while browsing in stores.