More than a year after securing a $100 million investment round with Japanese e-commerce giant Rakuten, Pinterest has finally launched a localized version of its service in Japan.
Localized version of Pinterest are already available in several countries outside of the U.S., including the UK, France, and Italy. And in October, the company announced an exclusive deal with Telefónica that preinstalls the service on Android phones in Latin America and Europe.
In its latest expansion, Pinterest not only switched the language, but it also added features specific to the Japanese version. For example, it now offers a sub-category that specializes in topics for hair styles, products, design, art, and food popular in Japan.
This level of detail not only signals the company’s commitment to offer its service in additional languages, but to localize the content based on individual audiences. By doing so it’s helping to increase engagement among consumers, but also among international brands.
Another reason localized versions of Pinterest are so important is advertising. The company recently launched Promoted Pins which will appear on both its website and within its mobile apps. A wider reach and relevant content could result in more interest from advertisers and their target audiences.
According to Pinterest, it has seen a 125 percent growth in international traffic since the beginning on this year. So it shouldn’t come as a surprise that the company intents to launch in nine more countries before the end of 2013.