The company says the next step is to make Idea Pins more shoppable, which it’s doing now with tests of product tagging underway. To help creators track how well Pins are performing, Pinterest is expanding its Analytics feature to include a new followers and profile-visits-driven metric to show creators how their Idea Pins have driven deeper engagement with their account.
The number of Idea Pins (previously known as Story Pins) has also grown by 4x since January, as more creators adopted the format. Pinterest says, during tests, it found that Idea Pins were more engaging than standard Pins, with 9x the average comment rate. That is, they didn’t disappear after a certain amount of time, but rather could be surfaced through search and other discovery mechanisms. At the time, Pinterest explained that Story Pins were different from the Stories you’d find on other social networks, like Snapchat or Instagram, because they focused on what people were doing - like trying new ideas or new products, not giving you snapshots of a creator’s personal life.Īnother notable differentiator was that Story Pins weren’t ephemeral. The company says Idea Pins evolved out of its tests with Story Pins, launched into beta in September 2020, after various stages of development beginning the year prior.
The feature feels a lot like Pinterest’s own take on TikTok, mixed with Stories, as the new Pins allow creators to record and edit creative videos with up to 20 pages of content, using tools like voiceover recording, background music, transitions and other interactive elements. Pinterest is expanding further into the creator community with today’s launch of a video-first feature called “Idea Pins,” aimed at creators who want to tell their stories using video, music, creative editing tools and more.
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