What is Pinterest Guided Search?
Pinterest introduced the guided search option just under a year ago. It is a visual way to explore the vast amount of information in Pinterest, drilling down word by word and allowing you to stop at any point and explore. It uses “descriptive guides” which you can see at work in this video.
Pinterest Users Are Willing To Interact With Brands
Brands should realize that if they identify Pinterest as a viable platform for their content that they are likely to get some useful interaction and insights. Best practice must be followed when initially making the decision to launch on Pinterest. Community management, editorial calendar and a strategy are all essential. Once a brand goes live, use Pinterest analytics to gain insights into your followers, and develop a strategy to gain positive ROI.
“Forrester’s Social Technographics® Score measures how actively people use social to interact with companies — and Pinterest’s audience scores high. Pinterest users have an overall Social Technographics Score of 48, compared with Facebook users’ average of 39″ (Source: Forrester Research, Inc., Pinterest Is Not Ready For Prime Time, January 15, 2015)
Even more reason to make pins tuned for Pinterest guided search.
Source: Forrester Research, Inc., Pinterest Is Not Ready For Prime Time, January 15, 2015
Pinterest Guided Search vs. A Search Phrase.
Pinterest guided search compares well with using a normal search phrase. Here is a test of using Pinterest guided search vs. a search phrase. Pinterest guided search works great on the desktop as well as on the mobile and to show that I have conducted this test using a mobile. Essentially the end results are the same but the journey was longer but far more enjoyable with guided search.
The test was to find images of city based street lighting in Pinterest. I work for a lighting company so this is a typical B2B search for me. The image on the far left was the first entry into the Pinterest guided search. The word “lighting” produced the first suggestions or “descriptive guides”. At this point not all the suggestions are useful, but I spotted “outdoor” which displayed all forms of lighting outside but I saw images that were too broad for my question so I went on to enter my second word. The second word of “city” produced some very interesting options. The guided search now displayed choices of cities like New York, Hong Kong, London etc. There were also options for “trips” and “walks” that had some really useful results.
The most interesting of all was the results I saw when I selected “shadows” which displayed some fantastic silhouette images of lighting streets in cities. Lastly I selected “street” which produced some fantastic images. On the far right of the selection of images above you see the results for a single traditional search phrase. The end results were very similar but the guided search option introduced to me some fantastic silhouette images of lighting streets in cities which I might not have come across if it was not for the guided search option.
Pinterest Guided Search Tips
To ensure that your pins feature in Pinterest guided search..
- Use brand optimized keywords.
- Make sure your pin descriptions are optimized for search engine optimization.
- Use “Rich Pins” to display extra information from your web sites like prices, availability, maps etc.
- Optimize your profile because guided search could be made by users from these four choices “all pins”, “your pins”, “pinners”, or “boards”. Make sure that your brand name is in your Pinterest account name and user name.
- Make sure your images can be searched by selecting NO as the search privacy in your Pinterest account settings.
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