Searches on Pinterest Are Visual – Are Your Products Discoverable?

The Rise of Visual Search

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According to an Adobe study, 36% of users search on Pinterest instead of traditional search engines, like Google. This is primarily because of Pinterest’s focus on visual and personalized content, and it’s easy for users to save content with Pinterest boards.

The same report noted that 26% of Pinterest users rarely or never came across AI-generated results. A stark contrast to Google’s increasing reliance on AI with the introduction of AI Mode and AI Overviews in the SERPs.

What does this mean? If your business is still focusing on traditional text-based content strategies, it might be time to consider shifting your approach to accommodate visual search. As a result, you could improve engagement, reach new audiences, and increase traffic back to your site.

Improving Your Pin Listings

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After Pinterest introduced new visual search features in May, the platform has now shared advice for business owners looking to increase their visibility:

• Update your product catalog and information – Make sure any product information logged in Pinterest is accurate, such as color variants and sizing options. This helps Pinterest effectively show relevant products based on a user’s search query.
• Add lifestyle imagery – Given Pinterest’s visual focus, it can be useful to show your product in action, across a variety of scenarios and backgrounds. Not only is this more engaging for consumers, but it can help your product appear in additional search results.
• Use Pinterest Performance+ targeting – Pinterest’s built-in tool (which helps businesses create ad campaigns) uses visual search to give context to your Pins and target relevant audiences for you automatically.

Should Your Business Use Pinterest?

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Pinterest is a popular social media platform for creatives and businesses that rely on visuals to showcase work and products. According to Pinterest, it currently has over 570 million active users, increasing by 10% since last year.

But who’s using Pinterest and which industries thrive on the platform?

Pinterest’s largest demographic remains Gen Z, so if you’re hoping to attract Gen Z to your online store, it’s an ideal channel to focus on. However, Instagram, YouTube, and TikTok remain more popular options for the age group.

And, even if you’re not specifically targeting Gen Z consumers, Pinterest is a good option if you operate within these industries:

• Fashion
• Beauty and wellness
• Home decor
• Food
• Travel

For example, large brands, including Mac, Whole Foods, Lululemom, and Anthropologie are all very active on the platform. That said, the interests of Pinterest users are very broad, so don’t let yourself be put off if your niche isn’t listed here.

So, should your business use Pinterest? Absolutely, especially if you’re selling products and looking to grow your business on social media. The platform offers a community of engaged users and an improved suite of visual search tools to help you get discovered, especially if you follow along with the three tips I’ve shared above.