Pinterest Marketing

Pinterest has quickly grown into one of the most popular social media platforms on the web. With more than 70 million users and 30 billion pins to-date, there is something about this visual-centric platform that users just can’t get enough of. Now, with the release of Guided Search, Pinterest has changed the way we search the internet altogether.

Typically, searching the web is most efficient if you know exactly what you are searching for. For example, type “large blue dog beds” into a search engine and you’ll likely get a list of relevant results. But what about those people who don’t know exactly what they’re looking for? How do they find their ideal match?

Two words: Guided Search.

What is Guided Search?

Facebook’s Open Graph Search and Google’s Knowledge Graph made search functionality much more intuitive, which, in turn, made it easier for people to find exactly what they’re looking for before they even knew what it was they were looking for. That is what Pinterest is doing with Guided Search.

As a more evolved version of Pinterest’s “Interest” Search, “Guided Search” plays upon our visual nature even more than before. For example, imagine you want to search for remodeling ideas but don’t know exactly what you are looking for. Before you would search for the keyword “remodeling” and you would see an abundance of very general pins related to remodeling. Pinterest wouldn’t steer you in one direction or another, it would just plop all of the results in your lap. With Guided Search, however, you have options at the top of your screen to help point you in the right direction.

So when you type “remodeling” into the search bar, you will see different facets of that keyword, (e.g., on a budget; before and after; ideas; bathroom; kitchen; DIY). Like this:

After clicking on one of those subcategories, you will be presented with other sub-categories that will help you narrow your search. For instance, if you click “ideas” you’ll be given an option to select even more specific categories, such as “home” or “kitchen” or “rustic,” until you find exactly what you’re looking for. Like this:

How Will Guided Search Help Your Business?

From a consumer standpoint, Pinterest Guided Search makes finding exactly what you are looking for easier and more efficient – saving people time and energy while also illuminating exciting ideas they may never have considered.

Guided Search helps people explore one of the world’s largest and most popular social media platforms in an exciting and effective way, which is really good news for businesses using Pinterest.

Previously, the chances of coming up on a Pinterest user’s homepage were small. Guided Search categories, however, make it much more likely for your optimized content to show up as a user searches to find the product or service you offer.

Even businesses offering niche products and services will have better visibility as someone continues to narrow down their search – as long as your pins are properly optimized, that is. To do so, you must add relevant, insightful, human-sounding phrases and terms to board and pins. This will pave a much clearer path for consumers who want to find your business and don’t even know it yet.

This interesting new tool plays into our curious nature and helps us explore the web in an awesomely efficient way. By circling back to our roots and attempting to make a technical world that mirrors our own psyche, we have hit a turning point in the way the internet will be searched from here on out.

At Spectrum, our goal is to move our clients’ online lead generation efforts in this direction, creating marketing plans that are about more than just keywords. The internet is constantly evolving – and as Guided Search, Open Graph and Knowledge Graph have shown, it seems to be evolving in a direction that benefits both businesses and users alike.

Contact your Account Manager to learn if Pinterest would fit into your current marketing strategy.

If you are interested in learning more about how to enhance your marketing strategy, contact Spectrum today for a Free Demo.