More of 450 million people around the world turn to Pinterest every month to find inspiration: a social network that has experienced (+37%), driven by the incorporation of users of the generation Z, men and millennials.
A wide audience and historic highs in global engagement
Pinterest was known for years as a social network focused on areas such as fashion, decoration and cooking, with a majority female audience, but the new data shows a much larger and more diverse audience that uses the platform for a wide variety of topics.
Users use Pinterest in all languages, from any location and for all kinds of interests, and there is one constant that the company is even more proud of: it makes its users feel happy and positive. Now more than ever, people are looking for places to be inspired and find answers to the challenges we all face in everyday life.
pinterest reached historical levels in the global during 2020 with an increase in searches of more than 60% and a 40% increase in saved pins, compared to last year.
With 14 million monthly unique visitors in SpainAccording to ComScore, Pinterest’s audience continues to grow as more users turn to the platform for inspiration and positivity. Below you will find more information on how the generation Z, men and millennials They use Pinterest for inspiration.
Pinterest, the constant evolution of a search engine
Pinterest has become a platform with a unique service, which has given it the advantage to reach an audience as specific and at the same time varied as the one we have mentioned. This service is to offer a search channel that, beyond showing results, provides guides to its users according to their searches. In this way when presenting doubts, such as when wanting to decorate a flat, its algorithm can offer various approaches to carry out the decoration.
This feature has also allowed the platform to become a powerhouse within search sites with more than 5,000 million monthly searches. This development is due to a process of evolution on Pinterest search processes, which are sustained in a more creative aspect. Naveen Gavini, Executive Vice President of the brand on his blogthis guided search offers users a more interactive experience.
“Search engines are great when you know what you’re looking for. But the internet was missing a way to explore, a way to start with a few keywords and then get help expanding that query and exploring the possibilities.”
This same process of evolution has led the company to delve into new technologies, such as image search. With this tool, Pinterest offers its users the possibility of finding image suggestions both inside and outside the platform.
Visual discovery, the search for tomorrow
The addition of visual search to the platform is not exactly innovative, as it was implemented in 2015. However, like the entire Pinterest platform, it is a function that is in constant development, evolving.
Thus, in recent years have been improving their discovery tools, such as the joint search for textual and visual aspects, which gives a more precise understanding of the image. Likewise, machine learning features have been incorporated into its interface in order to create a better flow for the guided search algorithm.
For example, users upload the same image on different pins, which allows information to be retrieved about the different features and identifications of the image. And so the system could recreate the classifications made by users and project them for the discovery of others.
A more inclusive approach to discovery
New ground is currently being broken within fashion and beauty in order to provide greater inclusivity. For this reason, Pinterest has dedicated itself to developing products that allow anyone to see themselves represented within its platform. One of these has been the implementation of a skin tone filter in searches related to beauty. Within this order of ideas, the work team has also expanded the diversity of the results in the discovery of queries about beauty.
Likewise, this technology has moved towards augmented reality, improving the relationship with the results by reducing the bias of artificial intelligence when making captures. On the other hand, improvements have also been made to the purchasing technology through lens. Also, the interaction options have been expanded with an augmented reality test function for makeup, offering the user the opportunity to try the product virtually.
Finally the pins have also been updated in order to help users pinners, the users of this platform, to get more inspiration. This from an improvement in internal pin search, prioritizing relevant pins so that they reach the right users.
All this is the product of the great influence of users within the platform, which has led it to product searches have grown 20 times over the previous year.
story pins
Over the past year, Pinterest has launched story pins, a new format created for Pinterest, giving creators and publishers ways to easily post long-form, immersive and expansive stories to reach users who are looking for both inspiring ideas and people to love. what to follow
Creators with access to Story Pins they can use the Pinterest camera to record videos, add multiple images and text with custom fonts. To help Pinterest users put their ideas into action, creators can also add an informative page listing ingredients for a recipe or materials needed for a craft.
Story Pins also help creators build and build their audience on Pinterest, because they remain on the platform and do not disappear after 24 hours. To ensure that ideas reach the Pinterest users who are looking for them, creators can tag Story Pins or videos with topics or interests that are suggested by trends and data on the platform. Like all Pinterest Pins, Story Pins can be saved to boards for later reference, so that they can be discovered at any time. They’ll also be distributed across the home feed, search results, and other places like the Today tab, benefiting from the visual discovery engine that matches new ideas to people with matching interests and tastes.
Shopify and Pinterest join forces in Spain to promote social selling
Another of Pinterest’s great innovations came last April, when Pinterest and Shopify extended their partnership to 27 new countries, including Spain. Thus, the Shopify Pinterest channel is already active in these countries, which include Spain, Germany, Australia, Austria, Italy, and Switzerland. “Now over 1.7 million Shopify merchants around the world have an easier time offering their items on Pinterest and turning them into product Pins that can be easily discovered and purchased on the platform,” explains the company.
The global expansion will allow Shopify stores in Spain to connect to the Pinterest app within their dashboard and automatically place a label, create a catalog, receive organic distribution and launch Traffic, Conversion and, for the first time, dynamic retargeting campaigns.
In addition, businesses will have access, for the first time, to two new products:
- dynamic retargeting: It will allow them to re-engage Pinterest users who have shown interest in their products within the platform.
- Multiple feed option for catalogs: A new feature that allows brands to upload their items to different product feeds within the same Pinterest business account. A) Yes, they will be able to upload a specific feed for each market in which they have a commercial presenceand also feeds for different advertising strategies, such as attracting potential customers or retargeting.
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