Pinterest Adds the Ability to Follow ‘Interests’
This summer, one of my dreams came true.
No – I’m not talking about getting married.
Previously you could find content through your friends, influencers/brands you followed, or through the categories of pins. But following a whole category could be a little too broad. I primarily use Pinterest for recipes and cooking – but following the whole “food and drink” category was a little broad.
Now, with the ability to follow “interests,” I can customize my feed with all my friends’ pins – and content that Pinterest has categorized in a specific interest. For instance, I’m a big foodie and I love ethnic food, vegan food, anything unusual or different. I don’t want to see a million recipes for homemade mac n’cheese, but show me pins for anything with quinoa, sweet potato, or roasted beet salad with walnuts and herbed goat cheese – I’ll pin Every. Single. One.
What does this mean for my business?
It means that your pins have a great potential to be seen and pinned! Users have the ability to get fairly granular when choosing sub-categories/interests to follow and your pins are more likely to be seen by the target audience interested in your content.
To make sure that your content is being seen you need to ensure that all your pins are 1) categorized properly (many people don’t even CHOOSE a category for their pins!) and 2) they have appropriate descriptions (aka: “Roasted Walnut, Goat Cheese, and Beet Salad #vegan” instead of “zomg delish”) so that they can be found by users.
And of course – make sure the pins that link back to your website are actually linked appropriately and don’t end in 404 errors!
As Pinterest is honing its discovery tools, it’s important that your boards and pins are well-optimized for the platform – in addition to ANY pinnable images on your website.
Want to learn more about Pinterest? Here’s a Pinterest Case Study I did talking about how to create compelling boards in a “boring” industry, and some other big trends on Pinterest – like reverse showrooming!