Pinterest Guided Search is just one more step towards becoming “the” Search Engine for the visual discovery engine. Custom categories announcement and our analysis of its impact on multicultural markets.
Pinterest, the visual discovery engine, that currently hosts 750 million boards with 30 billion pins, released one additional feature: the Pinterest Guided Search.
Not that you weren’t able to search on Pinterest before. All you had to do is type your keywords on the Search field. Or select from the many categories or be inspired by the Related Pins. But now, in a very visual manner, it suggests additional keywords that help you refine your search.
In a very Pinteresting way, the keywords are displayed under the search field as beautifully designed buttons that you can swipe to scroll through them on your mobile app. If the suggestions from Guided Search are not enough, just type in additional keywords.
Pinterest Guided Search: a closer look
Imagine you are traveling to Atlanta for your business trip and find yourself with some time to kill. You perform a guided search for “Atlanta” and notice the following search refinement suggestions:
Georgia, Braves, Homes, Skyline, Falcons, Ga, Restaurants, Wedding, Things to Do in.
Let’s select the “Things to Do in” search suggestion.
Aha! This is interesting, press the last one and the first pin is 100+ FREE things to do in Atlanta.
The search results span from travel tips to the Coca Cola museum and some places in Atlanta you wouldn’t know about if it weren’t for the pinning activity from other people. Select the Pin that appeals to you or just refine the search further and type: “at night” You know how it goes from there.
Of course, Google search has been suggesting keywords for a long time. Let’s take a look.
Which do you believe is more appealing to the searcher?
Let’s look at Google Search Results. Isn’t Google becoming more Pinteresting? 😉
If you are a landscaper, what better way to feature your work? People don’t even have to click on the “Google search result” to read about and see what you do.
People on Pinterest have a stronger intention to buy or to do than other social platforms. This is similar to what takes place on Search Engines and very different from how it works on other social networks. This is the audience advertisers want to talk to at this exact moment, the one Google had named ZMOT or Zero Moment Of Truth.
Whether we’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision-making moment the Zero Moment of Truth — or simply ZMOT.
Brands can target potential customers with a high level of precision. So, what can companies do but create compelling and search engine optimized content that cater to these audiences?
If you own a furniture or a clothing store, a restaurant, a nail salon or a wedding venue, wouldn’t you want to rank on top of these guided searches?
Pinterest Guided Search is multilingual
As a multicultural marketing technologist, I wanted to check on how Guided Search worked for my clients in Latin America. I am glad to report that brides in Brazil, Spain, Mexico, Colombia, Argentina, Uruguay, Venezuela and the rest of the Portuguese and Spanish-speaking world can take advantage of Guided Search when they are planning their special day!
Added bonus to releasing Pinterest Guided Search on mobile first
Pinterest now leverages location even more and acquires an additional audience: a huge user base of outdoorsy people who may not have been so interested in pinning before but they may be more interested in searching pins to discover new adventure ideas.
Pinterest Custom Categories
CEO Ben Silbermann also announced that Custom Categories will be rolled out in the next few months. Custom Categories will allow you to “Choose Your Own Adventure” (the theme of the press event), finding categories that match your interests and taste no matter what they are. It will create a dynamic feed of very specific topics, such as Marketing or Advertising.