Yesterday, Bing announced that Pinterest boards would be included in Bing image search results. Now when a user searches in Bing image search for apple pie recipes, for example, Bing will return Pinterest results on the right hand column of the screen.
As a result, Pinterest is no longer just a place for creating content and engaging with consumers. Rather, it has become a "search engine optimizable" platform that will demand greater attention from digital marketers. It's not clear from the press release how the algorithm chooses which Pinterest boards to display in the search results, whether through repins, followers, etc. However the algorithm works, I think brand marketers are going to have to become more creative in the images they are pinning and how they are naming their pins, in order to create relevant and clickable content.
Ideally, if you are Revlon and a user is searching for "matte red lipstick," you want your Pinterest boards to pop up and direct the user to your website. You'll likely also want other Pinterest users to be pinning your content to their boards. I wonder if Pinterest will go the way of Twitter in terms of brands rewarding retweets with discounts, etc.
It will be interesting to see how brands react to this new development and whether Google will incorporate Pinterest boards into its image search.
As a result, Pinterest is no longer just a place for creating content and engaging with consumers. Rather, it has become a "search engine optimizable" platform that will demand greater attention from digital marketers. It's not clear from the press release how the algorithm chooses which Pinterest boards to display in the search results, whether through repins, followers, etc. However the algorithm works, I think brand marketers are going to have to become more creative in the images they are pinning and how they are naming their pins, in order to create relevant and clickable content.
Ideally, if you are Revlon and a user is searching for "matte red lipstick," you want your Pinterest boards to pop up and direct the user to your website. You'll likely also want other Pinterest users to be pinning your content to their boards. I wonder if Pinterest will go the way of Twitter in terms of brands rewarding retweets with discounts, etc.
It will be interesting to see how brands react to this new development and whether Google will incorporate Pinterest boards into its image search.
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