Pinterest is currently home to more than 750 million boards with 30 billion Pins hand-picked by travelers, foodies, DIYers, and even other brands. Ensuring that your content stands out can sometimes be a challenge, but a newly introduced feature can help improve your discoverability.
Like with most social platforms, just building your presence doesn’t guarantee that people will find you — it requires work. Discoverability on Pinterest isn’t something you want to leave to chance, especially now that the site is the second leading driver of referral traffic behind Facebook.
Let’s take a closer look at Pinterest’s newest feature, called Guided Search, and why your Pin’s description is more important than ever before.
What Is Guided Search?
In general, search engines are great for answering specific questions, but thanks to Guided Search, Pinterest can now help answer questions that have more than one answer. The feature was designed with exploration in mind. Now when someone performs a search, descriptive guides will help him or her sift through all of the content from other pinners.
For example, say a consumer is looking for plants to add some greenery to his or her apartment. Pinterest’s new guides will help by offering more specific category options, such as indoors, shade, succulents, and so on. Similarly, individuals looking for new haircut ideas can search by specific styles — redheads, curly hair, layers, and more.
Why Does It Matter?
What makes Guided Search possible is the metadata supplied by pinners. This includes all of the board titles, descriptions, and comments associated with Pinterest Pins. So if you want your Pins showing up more frequently in members’ searches, you better be sure that they’re optimized to do so.
The image you associate with your Pin is absolutely important — when people see Pins, they make a snap judgment about whether they want to click further or repin — but now Pinterest is placing more emphasis on the way those images have been described. Combined, these elements will decide whether someone continues scrolling or clicks through to your website.
Carefully Craft Your Pins
Brevity is always appreciated, but on Pinterest it can be more effective to write thoughtful and useful descriptions. This means that you need to be more specific. Think about what people will search for and mention the most compelling and distinct parts of the Pin in your description. But don’t just drop in keywords. A good description is carefully crafted and well balanced.
For example, Tony Burch puts a lot of thought into Pin descriptions to make them more searchable while also providing an indispensable resource for consumers. Consider this Pin for black strappy heels. It includes keywords, product details, and a short and sweet style tip. The brand knows that people who buy shoes want to know what they can wear with them, so why not include that information in the Pin’s description?
But let’s not forget that thoughtful descriptions are just as important when users are the ones creating them. Although you can’t control every aspect of someone else’s Pinterest Pin, you can provide a solid template by pre-populating Pin descriptions on your website. This can be done by adding a couple lines of code to the image tags on your site.
The web is becoming increasingly visual, but that doesn’t mean you can become lazy when it comes to text. Descriptions that talk about a Pin and its value work better than blatant explanations. Instead of saying “We’re selling this blue sweater,” imagine yourself as a consumer and talk about how the sweater fits perfectly with a spring wardrobe.
Taking a couple extra minutes to craft your description could make a huge difference in your search visibility. Guided Search offers you the opportunity to target audiences with incredible precision. And once more information regarding Promoted Pin is made available, we’re sure this feature will become even more important to brands.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.