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BizReport : Social Marketing : May 23, 2013

Pinterest improves product engagement with Rich Pins

When Pinterest users find something they love on the image-based social site, they often want more information, or to make a purchase. New Rich Pins, recently introduced by Pinterest, bring Pinners and the image originators just that little bit closer together.

by Helen Leggatt

Earlier this year, social media marketing agency Wishpond released an infographic showing that Pins with prices included generated 36% more Likes and that referrals from Pinterest spent a whopping 70% more than visitors coming from non-social channels.

This bodes well for Pinterest's latest upgrade - Rich Pins. These images will contain lots more information about the imaged Pinned - direct from the site the image originated from. Such information might include price and other purchase information, or ingredient listings for Pinned recipes.

Rich Pins benefit both Pinterest users and the brands whose products are being Pinned. Users will be provided with more information about a product, movie or recipe, while brand and retailer information will have a presence.

Brands looking to take advantage of Rich Pins have a bit of work to do upfront. According to an article by Slingshot CEO, Emily Burgett, on Business2Community, "Sites must be prepped with meta tags, and then Rich Pins will have to be validated. After that, brands must apply to have their rich pins approved and added to Pinterest."

Many big names have already signed up for Rich Pins including eBay, Etsy, Sony, Target, Walmart, 101 Cookbooks, Country Living, Epicurious, Good Housekeeping, Martha Stewart Living, Flixster, Netflix, and Rotten Tomatoes.

Tags: brand marketing, ecommerce, image trends, Pinterest, product marketing, social media

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