On the heels of incorporating a new analytics platform, Pinterest announced on March 18th that it would be rolling out a new site design. Overall, Pinterest has added a number of new features that capitalize on the layout of pins and pages, making it easier for users to discover more relevant content. It has also removed a number of cumbersome components to help it expand beyond its current role as a content curation hub for Facebook and Twitter.
- Increased image size
- Analytics availability (via business.pinterest.com)
- Category navigation moved to the left side of the page
- More control of notifications with updated settings
- More fluid user experience with the “Back” button’
- New content discovery features, such as additional pins from the same board and “People Who Pinned This Also Pinned” (see image below)
- Less cluttered functionality
- Links are no longer allowed in pin descriptions or comments, but the pins themselves are still linked to their original source
- Users can no longer leave comments on the home page or category pages
- Shorter profile description
- Decreased connections to other social networks
- No option to tweet a pin
- No option to “like” a board on Facebook
- No more hashtags
While the changes directly impact both users and business marketers, the following key recommendations apply to business marketers using Pinterest:
Create a visually enticing pin to motivate clicks. Vanity URLs are no longer shown on a pin, but they are still linked when the pin is clicked. A visually compelling and product-focused pin is more effective in motivating users to click, driving referral traffic to ecommerce sites.
Develop a visual content marketing strategy. The new Pinterest design reinforces the growing importance of visual content marketing. The rise of Pinterest, Twitter’s 6-second Vine video, Instagram, and Facebook’s new news feed showcases that brands today are dedicated to driving conversations and humanizing voice by visual storytelling. For instance, GE actively leverages Instagram and Pinterest to convey the stories behind innovation. And UPS is keen on using Facebook and YouTube to give customers a sneak peek into their brand culture and cutting-edge logistics technology.
Create a custom user experience. Pinterest’s redesign will give users more control over the content. Now users can discover pins of interest relevant to – and personalized for – them. Audiences today don’t passively take in content; they crave a custom experience. The arrival of Flipboard introduced the concept of the “personal magazine.” Since then, Facebook has been making efforts to emulate them by developing a “personal newspaper.” LinkedIn is looking for an algorithm to provide users with personalized news based upon their network, occupations, groups, skills, topics of interest, etc.
Get ready to monetize curated content. Using an algorithm similar to Amazon – which recommends purchases based on a consumer’s previous behavior – Pinterest will generate custom metrics to guide a user’s experience (Think along the lines of, ”People who pinned this also pinned.”) This is a huge monetization opportunity for brands to feature products and extend reach to potential customers.
In addition, the new data analytics tool provides brands with insightful reports to drive actionable strategies.
How will you align your content strategy to Pinterest redesign? Share your thoughts and comments below.