Pinterest has provided some new tips to help brands align with its evolving visual search tools, and the changing habits of users as they browse the platform for relevant product matches.
Pinterest’s search process is constantly improving, with more customization and personalization options, as well as helpful in-image scanning features that can help users find more relevant items from any Pin.
That last element is the main focus of this updated advice, with Pinterest looking to help marketers align with its visual search features.
In order to ensure that you’re meeting your potential customers as they use these new options, Pinterest says that brands should:
- Make sure your catalog is current: Upload your catalog to Pinterest and add quality information like brand name, color, pricing and sizing. This information helps our systems to understand which products to show for different kinds of queries.
- Showcase lifestyle imagery: We recommend using lifestyle imagery as the background for product Pins. Feature a mix of aesthetics and colors to help your Pins show up for more kinds of searches. To scale fast, you can use Pinterest Performance+ creative to generate backgrounds. This feature automatically adds lifestyle imagery for every product Pin in your catalog.
- Enable Pinterest Performance+ targeting: Pinterest Performance+ targeting uses visual search technology to understand the creative context of your Pins, then it expands your audience to include people who might be interacting with similar styles of images or aesthetics. This extends your reach without requiring new keywords or interest targeting.
So, primarily, Pinterest is advising more marketers to use its AI-powered Performance+ tools, in order to tap into emerging usage trends and shifts, and ensure you meet your potential customers as they search.
These are some handy tips, and it is definitely worth looking into Pinterest’s evolving AI tools as a means to customize and optimize your Pin listings.
And with 570 million active users, who come to the platform in a shopping mindset, it is worth considering.
