Pinterest has been debuting a series of shopping efforts since March, including promoting small businesses, partnering with Shopify, and revamping its homepage. In line with its rapidly growing interface, the brand created “Shopping Spotlights” that will highlight product recommendations from selected fashion influencers and publishers. Using influencers could help expand and leverage engagement for the feature, as 63% of influencers already have their own Pinterest account, according to a Gartner report on the topic. With the new feature, users can shop “editor’s picks” as well as curated ideas based on trending searches. All of the recommended products are fully shoppable and will appear on the search tab with links to the sites where users can purchase the products.
Pinterest is debuting the feature during the Coronavirus pandemic to further highlight businesses and brands contributing to crisis relief efforts. To stay relevant during the pandemic, many of the recommended trends include current “stay-at-home” styles, such as tie-dye sweatsuits and serene home decor. For the feature launch, Pinterest is working with publishers including Refinery29, WhoWhatWear, and Harpers Bazaar. There are also a number of influencers working with Pinterest, including fashion blogger Blair Eadie, interior designer Sarah Sherman Samuel, and Teen Vogue Editor in Chief Elaine Welteroth. Utilizing a variety of talent that appeals to different age ranges and product categories could help Pinterest improve product discovery for users. The initiative is similar to a marketing strategy from Amazon where celebrities and influencers curate product lists that users can then shop from on the site. By providing shoppable inspiration to purchase-ready users, both consumer engagement and sales could increase.
Shopping Spotlights is yet another step towards Pinterest becoming a primary shopping destination. Recruiting home and fashion tastemakers creates unique showcase opportunities for brands and retailers as the chosen recommendations could be seen by the millions of daily Pinterest users.