Pinterest is rolling out “Interests”, a new type of Pinterest search. How does it work and what does it mean to your brand? What search algorithm is used?
by Havi Goffan
Pinterest keeps taking steps to becoming the next Search Engine and a very strong Google contender. By rolling out “Interests”, a new type of Pinterest search that allows you to explore your own interests in a highly engaging and exploratory manner. Gone is the restriction imposed by the pre-determined Pinterest search by Categories. Now, the search is open to all content.
How exactly does Pinterest Search by Interests work?
When a Pinner performs a search by Interests, the results are displayed with a new format, as seen below, but even more interestingly, the Pinner’s boards and Pins, basically, his or her interests, become the search categories. Let’s call this level of engagement 1.
The second level of engagement takes place when the Pinner sees his or her own Pins as the covers of many of these search result boards. The search result boards carry the names of the Pinner’s own boards and pins and will become the keyword used on the Pinterest search by Interests.
Once the Pinner selects one of these boards or keyword – a selected group of Pins or Pinterest search results – is displayed delivering the third level of engagement, as the Pinner is already interested in the subject.
Pinterest Search: What search algorithm is used?
The algorithm for this Pinterest Search perform searches by both keywords and images and it seems to have sufficient intelligence to remember certain associations such as Darth Vader for Volkswagen, as depicted below. According to the information shared on the Pinterest blog for business, some metadata is used as well.
What does this new Pinterest Search mean to brands?
Last December, when I spoke at a Social Media Conference on Pinterest and stated that Pinterest was going to become the next search engine, I myself did not expect it to happen so fast. Ben Silbermann, you and your team have outdone yourselves again.
The Pinterest search by interests definitely helps brands get more exposure on Pinterest. I would highly recommend the use of Rich Pins, crisp images where the logo and the product are clearly identifiable, and last but not least, the use of keywords and hashtags.
Now, brands can feature their products in a very attractive way to both men AND women (remember Topman UK has the largest follower base in Great Britain), add search engine optimization to their Pins as usual and now, more than ever, listen and SEE the conversation on Pinterest.
Interests will be rolled out to mobile and everyone around the world soon.
Header image Credit: Vue Photography Online