Pinterest has proven again that is understands how to make social commerce both easy and fun. A “Gifts” feed was added to the list of Pinterest categories that users can discover content through. The feed is populated only with product pins and you can sort the products by price range.
A note on product pins if you’re not familiar with them: product pins are a form of rich pin that showcases the price, availability, and where to buy a product. The pin automatically updates if the price is changed on the source website. Additionally, if the price of the product pinned drops, pinners of that product receive an email notification; telling them that the product has been marked down.
The new Gifts feed gives brands on Pinterest the opportunity to engage with previously untouched consumers. Now a brand’s products can be seen in the Gifts feed by any user, in real time as they are pinned, rather than only by users that follow the brand or its boards, through repins or through a specific search. This gives the brands much greater visibility on Pinterest, a higher likelihood of click-thrus generating greater website traffic, and ultimately additional sales.
For the consumer, this new feature is the first time that they will be able to search for just products as well as sort those products by price range. We know that users love using Pinterest to search for things to put on their wish list and for discovering gifts for others. The Gifts feed aids in this consumer experience, plus exposes users to an entirely new set of products and retailers they’ve probably never seen before.
It’s interesting to note, though, that you can’t yet search for a specific product or type of product within the Gifts feed. For example, you can’t look for “baby shower” gifts or “jewelry” within the feed. You can still search for those terms in Pinterest, but the results won’t be purely product pins and you won’t be able to sort by price range.
It will be interesting to see if Pinterest will make tweaks to, or add any additional features to, the Gifts feed as the platform prepares to roll-out their first round of paid advertising through Promoted Pins later this year.