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In an effort to make its pins (images) more useful and actionable Pinterest is introducing more information into selected categories of pins: movies, products and recipes. These new “rich pins” provide additional background and information, depending on the category.
Pinterest is launching this program with a wide range of partners, most of which are major publishers, retailers and brands. They include Anthropologie, eBay, Home Depot, Nordstrom, Sephora, Target, WalMart, Bon Appetit, Epicurious, Real Simple, Whole Foods Market, Netflix and Rotten Tomatoes.
Arguably, there’s a much tighter connection between content and activity on Pinterest and purchase behavior than there is on a site like Facebook. There’s existing data that argues Pinterest does influence its users’ buying behavior. However, retailers and brands, in particular, are still exploring how to best utilize Pinterest and its community.
In its blog post announcing the new offerings, Pinterest said that rich pins “…is just the beginning and we hope to make all pins more useful in the coming months.” Pinterest isn’t making any money off these enhanced pins, but over time, it certainly could. Indeed, these enhanced pins could potentially evolve into ads. But Pinterest has many ad opportunities.
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