Pinterest has just launched a new feature that could make the platform far more valuable to marketers than ever before. The ‘In-Pin’ search allows users to focus on one area of an image and search for information or images related to it. For example, if you post a picture of a bedroom set, the users will be able to highlight just the nightstand to learn more about it or find pictures of the nightstand alone.
This can be done on virtually any image. If you have a picture of a celebrity, for example, users could highlight their shoes to see what brand they are. If it is a food image it is possible to get more information about one particular portion of the dish.
Of course, this can help lead people directly to pages where they can evaluate and purchase a variety of items.
When the user clicks on a search icon in the upper right corner of a page they will be able to select the portion of the image they are interested in. The system will search across similarity scores throughout billions of Pins on the system. Of course, marketers can upload similar or identical Pins to get their items to show up most often.
Using the bedroom set example, a marketer might put up a Pin that is the entire bedroom set together, and then individual Pins of each piece. This is a great way to help guide your potential customers where you want them to go to improve the chances of bringing them to a point where they are ready to make a purchase.
