rich pins: why pins need to live their best life

Rich Pins: Why Pins Need to Live Their Best LifeMatthew Knell

VP of Social Media and Platform Partnerships, About.com

What is About.com?• Founded in 1996.

• 85 million people visit about.com every month.

• 1,000 sites featuring Experts on topics from parenting to technology, healthcare and cooking.

• Psst.. we’re hiring! (http://jobs.about.com)

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It’s time to think of Pinterest as the

web’s best visual search engine

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Pinterest SERP Pages!

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What if this was your pin?

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Would you share this?

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Not a helpful comment

A maybe helpful board name

Each pin is an opportunity to sell your content to the user

Wow, what is this?

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• Many comments on Pins are not helpful for establishing context

• There is no way to control any other metadata around the content

• There is little opportunity for media companies to inspire trust in their content

• So what to do as a media site?

Regular Pins are subject to the whims of regular people

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• Pinterest introduced Rich Pins in 2013 to help make pins more useful

• Six kinds of Rich Pins exist:• Product• Place• Article• Movie• Recipe• App

• Many brands focus on Product pins, but for media, the rest of the options are an opportunity to own your Pinterest display.

Rich Pins!

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Before and after

Now I know what site is this from, that this is an article and I can learn more

A site-provided meta description gives me more content.

A site-provided title that gives me more context!

A site-provided waypoint allows me to show where this is in the world

Why a Rich Pin is Better

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Recipe pins add ingredients

Article pins add descriptions

What happened?

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Grew 70%

year over year

108% more

engaging than other

social

Up 35% in a

single week

About.com Pinterest Traffic After Rich Pins Implementation

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• Learn about Rich Pins markup and validate your site • Bonus: Most Rich Pin tags use Open Graph tags, so if you’ve built

those in for Facebook, they will work for Pinterest too!

• Add an additional social-friendly title field and write a “clicky” title

• Write good meta descriptions of 200-300 characters with keywords people are likely to search on Pinterest

• In your articles, add Pinterest friendly photos and resize them big, and vertical

How you can help Pins live their best life

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Getting thousands of things right

once

Getting one thing right

thousands of times

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Closing affirmation

Thank you! @matthewknell for questions, hi-fives and heckles

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