Pinterest wants to make it easier for users to surface the content that they are looking for by launching a new search and discovery tool in its home feeds. The move is designed to cater towards the growing number of mobile and visual searches made by consumers on the social media platform.
The new search tool will be placed front and centre on the website and Pinterest mobile app so that users can quickly tap and type terms without having to open an additional explore tab. The recommendations listed in users’ home feeds will also be updated dynamically so that they more accurately reflect the content that these users save and search for.
The focus on mobile follows recent data showing that text searches on smartphones have soared by 40 per cent during the last 12 months and now make up almost 85 per cent of all searches made. Pinterest also noted that millions of users are now searching for information, products and services up to three months before they complete a purchase. This cycle increases to eight months for holiday planning.
Traditional search engines such as Google and Bing generally cater towards users who want a question answered or to know something specific, but Pinterest is hoping that its new search capabilities appeal to those who are not entirely sure what they want or need. Nearly three-quarters of all traffic on the platform is driven by users who use search terms with just one to three keywords.
“Maybe they’re looking for ideas for what to do today or what to wear. They’re open to possibilities,” Pinterest added in an official blog post. “And when they come across an idea that looks good, they can explore related ideas until they find exactly what works best for them.”
Pinterest Product Marketing employee Caroline Belo revealed that brands can optimise their content campaigns for the new easier access search by implementing more relevant targeted keywords in their articles or creating shopping campaigns and Promoted Pins that can engage users as they search. Pinterest also said that the platform is great for unearthing unique intent signals due to early planning, which along with improved search, should allow brands to connect and engage with consumers in new and interesting ways.
