Pinterest is expanding access to its buyable 'Shop the Look' Pins, giving all businesses the capacity to utilize the engaging eCommerce option.
As you can see here, Pinterest's 'Shop the Look' Pins add small dots to the Pin image when expanded, which users can then click on to get more information about the products highlighted, with additional prompts to click through and make a purchase.
As reported by Marketing Land, 'Shop the Look' Pins were, at first, only available to a limited number of big businesses, giving Pinterest the opportunity to test user response, and refine the tool's design. Pinterest gave more businesses access to the option earlier this year, but even then, the pool was limited.
Now Pinterest is confident enough in the option to open up usage to all business types - and with the platform's recent Pin recommendations updates resulting in a 25% increase in impressions for 'Shop the Look' Pins, it certainly makes sense for brands to be looking into the option, and considering how they might be able to use it to advantage.
Pinterest also recently announced that it now has 250 million active users - which may not seem that significant in comparison to the other social players, but the app is now growing at a faster rate than both Twitter and Snapchat, and its focus on eCommerce and product discovery is generating results.
A report from earlier this year showed that 90% of weekly active Pinners use the platform to make purchase decisions, and 78% of Pinners say content from brands on the platform is helpful.
Given the stats, it's definitely worth investigating 'Shop the Look' Pins, and Pinterest more broadly, in your planning.
Shop the Look Pins are now available within Pinterest's self-serve ad platform.