Pinterest Adds New Group Collaboration Tools to Boost Engagement
Pinterest is adding some new collaboration tools for group boards, making it easier to plan for events and functions through the app, and catering to rising user behavior.
As explained by Pinterest:
“Launching on group boards, now you can have conversations with the other members of your board with the new group activity feed.”
As you can see in the above screenshots, through the new group collaboration tools, users will be able to keep track of new Pins added to the group, as well as new member activity. You’ll also be able to share conversations about specific Pins (note the ‘Say something’ prompt in the first screenshot) which will be broadcast to all group members, and there are also Likes and @mentions for streamlined discussion threads.
The conversation will be restricted to your group, enabling you to plan via Pin in an enclosed, private forum (you can read more about Pinterest Group Boards here).
According to Pinterest:
“The majority of Pinners use group boards to collaborate with family and friends as they plan parties, events and projects together. These updates are in direct response to requests from Pinners just like these, and they’re part of our ongoing effort to make Pinterest a more productive place to bring events and other projects to life.”
The focus here is obviously on individual interaction, and the immediate brand benefits seem limited, but there may be ways to use the tool to generate more interaction among your most dedicated fans by creating exclusive groups. As with all group tools, this takes time and management, but if your target audience is primarily on Pinterest, it could be another engagement option to consider.
Definitely, there’s growing value in Pinterest. Recent reports suggest that Pinterest is growing at a faster rate than both Snapchat and Twitter, and the platform’s own data shows that 90% of weekly Pinners use the app to make purchase decisions. Further to this, 78% of Pinners say content from brands on the platform is helpful.
Group collaboration functionality may not add a heap to the platform’s marketing potential, but more engagement can only be a positive for its expanding opportunities.
Pinterest’s new group collaboration tools are available across all platforms now.
Follow Andrew Hutchinson on Twitter