Discovery marketing and the new mobile search by Pinterest

pinterest guided searchPinterest’s new search is currently only available for mobile devices; iPad, iPhone and Android. The new search feature offers descriptive guides which is category-based and delivers results on the keyword or phrase entered. Similar to how Google suggests related search topics, Pinterest’s seeks to help users discover additional interests based on use.

For example, when you start searching subjects such as BBQ, Fourth of July parties or summer vacations the guides will pull additional pins submitted by Pinners.
The following is from Pinterest, released via their announcement on April 24, 2014 regarding the new search:

To help you find the best ideas …. we’re introducing guided search. It’s made for exploring, whether you know exactly what you want, or you’re just starting to look around. There are more than 750 million boards with 30 billion Pins hand-picked by travelers, foodies, and other Pinners, so the right idea is just a few taps away.

This should have a new impact for web marketers as a way to research keywords and trending products. With Pinners having access to 48.7 million users ( as of Feb. 20, 2013 ), will the new “guided search” pave the way for discovery marketing? These changes could bode well for brands that utilize Pinterest as they will gather more data to enhance and compete with Facebook’s ad targeting capabilities. Exposing users to new Pinners offers more opportunities for brands to find new audiences thanks to guided search.

About Jeff

Creative Director at Triangle Direct Media