Being a visual search engine, Pinterest has long since turned into a platform many reap their luxury fashion inspiration from. During the COVID-19 pandemic, however, it is now making a firm push towards shoppable content.
The new function we can now see is called Shopping Spotlights and it allows users to buy curations created by guests edits, be they regular users themselves or influencers, publishers or designer brands themselves. This project is being supported by several well-established publications and stand-alone editors.
According to Amy Vener, head of retail strategy and marketing at Pinterest, the project has been carefully planned out for the past 18 months. Its purpose is to create the bridge between people being inspired by luxury fashion and them taking action. Shopping Spotlights will now allow Pinterest users to not only find the trendiest designer clothing but also connect them to the products they can buy.
Every week Pinterest will be introducing a new guest editor to Shopping Spotlight to keep things interesting and diverse. Vener, however, points out that the featured editors will not be receiving a commission from sales of the products, therefore the content they share will not be biased.
“Our current model as a company is advertising-based, so we do not do any kind of commission or affiliate program payouts,” she said.
Based on the insights of Pinterest, while the luxury fashion itself is one of the frequently looked up terms, around 97 percent of top searches are unbranded.
Vener shares that users of Pinterest are interested to hear from designer brands and luxury fashion retailers directly versus more traditional social media way, where their information would come from friends and family. Therefore, meaning they’re more interested in finding the newest luxury fashion trends first, rather than relying on the word of mouth.
Since 2019, Pinterest helped fashion retailers to increase their overall traffic by 2.3 times. In the meantime, the number of users that engaged with shoppable product pins has grown by 44% year-over- year.
Another highlight function of Pinterest in 2020 became verification of businesses. This allows distinction between regular users and businesses that sell their products on Pinterest’s native shopping platform, also coming with an addition of analytics that offer traffic and engagement insights for organic and paid activities.