Pinterest is expanding its Shop the Look Pins to all business accounts.
Shop the Look Pins aren’t exactly a new type of Pin but instead is a tool that allows businesses to tag products in photos to provide a seamless shopping experience.
The tool was previously exclusive to big brands who purchased advertising through third-party services like Pinterest Marketing Partners Olapic and Curalate. Now, however, all brands can add Shop the Look Pins through a self-serve tool.
Shop the Look Pins appear as simple white dots which can be moved to ensure they are always helping add information without blocking the product itself. When a user clicks one of the dots, it will expand to provide extra information such as pricing, availability, and a link to immediately purchase the product.
While the company didn’t release specific data about the effectiveness of Shop the Look Pins so far, it believes the new tool will help drive engagement and encourage conversions for businesses.
To help reinforce that point, the company said that of its 250 million monthly users, approximately two-thirds have engaged with new products from businesses. More than 90% say they use Pinterest to plan their future purchases, making them a prime audience for brands.
The company also noted that Pins have a significantly longer lifespan than most social media content which loses inertia after several days, if not hours. Pinterest claims that Pins can drive significant engagement for up to 120 days.