In advance of Small Business Saturday (Nov. 30) and the holiday shopping season, Pinterest has launched Pinterest Shop – a new dashboard curated by Pinterest that showcases the profiles and products of small businesses in an Etsy-style fashion.
Shop currently includes 17 different small businesses that make and sell unique goods and have uploaded their product catalogs to Pinterest. The products are then automatically turned into Product Pins. Pinterest said it will continue updating the Pinterest Shop with products from select businesses.
Why we should care
Social platforms are jumping on board to launch shopping experiences based on audience interests in unique products and curated collections. Instagram, for example, launched a curated collection of products inspired by this year’s top trends on the app.
From personalized product recommendations to curated shopping hubs, platforms like the Pinterest Shop, Etsy, Instagram and Amazon are giving SMBs opportunities to be found on their platforms.
Pinterest’s native visual platform acts as a discovery engine for users to generate ideas, which translates seamlessly to users who view a pin and decide to make a purchase. With Pinterest Shop, users can browse a selection of curated products from small businesses within the same environment they’re already familiar with. For small businesses, the ability to showcase a profile and connect with audiences in a personal and familiar way could help drive sales in time for the holiday rush.
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Pinterest Shop marks another move by the company to continue building out its e-commerce platform. In August, Pinterest launched a personalized “shopping hub” to give retailers the opportunity to expand their reach on the platform outside of ad campaigns.
Pinterest said retail brands selling on the platform have seen 2x higher return on ad spend, and 1.3x higher return than from traditional search.
Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.
Pinterest launched a new “Home Feed Tuner” on Tuesday that gives users more insight into what factors impact the content being surfaced in their home feeds and more control over what they see. The tool shows the boards, topics, followed accounts and recent history activity that determine recommendations in a user’s feed, and allows the user to remove these signals using an on/off toggle switch: “Flip on if you want to see more ideas, flip off if you’d rather not, whether because the content is sensitive or irrelevant.”
The tool can be accessed via a user’s settings or at pinterest.com/edit. There is also an option that lets users adjust their recommendations at the Pin-level.
Why we should care
Giving users more control over content recommendations could lead to higher engagement for brands on the platform. If users are able to adjust the signals that impact their home feed recommendations, Pinterest’s algorithm will more accurately surface content users want to see.
A better user experience could also result in more time spent on the platform and more branded and promoted content saved to boards.
“We approached this in the same way our engineers build recommendations on the backend, by handing a control panel over to the Pinner so she can tune her home feed and have the most relevant and inspirational experience possible,” said Pinterest’s head of Pinner Products Omar Seyal.
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Pinterest’s “Home Feed Tuner” controls also give users the option to receive recommendations for their secret boards as well, which previously were excluded from recommendations.
Users can turn on the feature by going directly to the pinterest.com/edit link or access it under the three-dots icon at the top of their home page on desktop. It is also available on Android and iOS.
The feature will show why Pins showed up in feeds and allow users to give feedback if they don’t want to see them.
About The Author
Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.
Pinterest announced on Monday it would soon be releasing Shop the Look ads in a new collections format for mobile. The ads will roll out in the U.S. over the coming months. The company is also redesigning the layout for Business Profiles on its platform and extending its Catalogs and Shopping Ads to more countries.
Shop the Look collection ads. The soon-to-be-released Shop the Look mobile collections ads for mobile will allow brands to showcase up to four products that users can then click through to purchase on the brand’s website.
“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 and click to checkout on the retailer’s website,” writes Pinterest on its newsroom blog.
The company said the ad format was inspired by its organic Shop the Look pins businesses can use which allow them to tag up to 25 items in a single image.
Business Profiles: now with Shop tabs. Pinterest is also refreshing its Business Profile design, aiming to bring a brand’s “Pins and products front and center.” Businesses can now customize their profile cover with a video or image, and the platform has added a dedicated Shop tab so that users can browse products directly from Business Profile pages.