Pinterest is continuing its focus on innovative features for brands and marketers with a new Rich Pin type called a How-to Pin, which will allow users to provide step-by-step instructions for a range of categories including DIY and crafts, food and drink and health and fitness.
Pinterest has revealed that brands will not initially be able to run the new Dynamic Rich Pins as ads, though the functionality could be introduced later. For now, it is purely a way for brands to increase their engagement levels through image-based content on the social network.
More than 25 enterprises are already showing off their first wave of How-to Pins, with the likes of Marie Claire, Elle, Food.com and Style Me Pretty covering visual guides on subjects such as how to complete an intense yoga workout or make a soft pretzel. The new pins will feature clickable thumbnails, so users can open the full guide and scroll through each stage.
Users will be able to navigate to the How-to Pins via their home feed if they follow the brand or publisher. The Pins will also be listed on the content creator’s profile pages and within Pinterest’s own search results. The How-tos are likely to feature more prominently in search results as they will include more information that is relevant to ranking signals, which could make it particularly useful for marketers if it is eventually added to Pinterest’s ad portfolio.
“We’re building a catalogue of +50 billion ideas, and this is the latest update to Pins as we add more rich data to make them as useful and actionable as possible,” a spokesperson for Pinterest said. “Pinterest is increasingly the app for finding ideas. According to an IPSOS Survey of online adults 18-64, an overwhelming majority said Pinterest was the best app to find inspiration, plan, and try something new, while Facebook is about making connections and Twitter is about staying updated on current events.”
The new Rich Pin is rolling out to users on the web and Android in the UK, US, Germany and France this week, while functionality is set to arrive on iOS devices at a later date.