rich pins: why pins need to live their best life
TRANSCRIPT
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
=
Closing affirmation
Thank you! @matthewknell for questions, hi-fives and heckles
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