How Rich Pins Affected Two Brands’ Pinterest Strategies

For the visually-minded, there is perhaps no greater online destination than the popular image-collecting site Pinterest. Many brands were quick to join the site, recognizing the potential for connecting with a passionate and engaged fan base while also driving traffic back to their sites. With so many brands on board, the Pinterest team realized it needed to tailor its tools for them. On July 22, 2013, Pinterest introduced “Rich Pins”, allowing brands to embed useful information directly into their pins.

Rich Pins currently serve three types of content: recipes, products, and movies. Brands using this technology can embed specific types of information into pins so that, when a user clicks an image, the information appears below the caption.

Recipe pins include ingredients and preparation time. Those using product pins can include automatically updated information about price and availability — a particularly useful tool considering Pinterest now alerts pinners when a pinned item’s price drops. Finally, there are movie pins, which include ratings from sites such as Rotten Tomatoes and Netflix, as well as the name of the director.

Smart Pinterest brands have long ago adopted a Pinterest strategy, but a number of these have integrated Rich Pins into the experience to make even better use of the platform. We chatted with Justine LoMonaco, Martha Stewart Living’s Senior Manager of Engagement Marketing, and Pranit Tukrel of jewelry brand My Trio Rings to learn about their strategies regarding Pinterest Rich Pins.

Read on at Sprout Social Insights.