Pinterest is hoping to take personalization to the next level on its platform with interest targeting.
Pinterest has expanded its interests from a few hundred to more than 5,000 user interests powered by its Taste Graph, the technology the pin-up site utilizes to connect its users with ideas “that are just right for them,” Pinterest product manager John Milinovich said in a blog post.
The update is not just about Pinterest users, however. It also benefits advertisers interested in targeting specific audiences.
“Taste Graph will make all your Pinterest campaigns run more effectively and help you reach groups of Pinners using a more versatile, expanded set of interests based on their precise tastes,” Milinovich said. “We recently updated all existing interest targeted campaigns to start making use of the Taste Graph, and businesses are already seeing great results from the thousands of new interests we’re making available.”
Milinovich said early adopters of Taste Graph have had 50 percent click-through rate increases and 20 percent more cost effective clicks.
The 5,000 new interests will launch to all Pinterest users in the next few weeks via Pinterest Ads Manager, Pinterest Marketing Partners, or a Pinterest account manager.
“Whether your goal is to reach Pinners who are into French street style, closet organization or vegetarian barbecue, it’ll be easier than ever to get the most out of our unique audience,” Milinovich said. “As more and more people discover and save ideas on Pinterest, the Taste Graph will continue to deepen and expand. You’ll gain an increasing ability to tap into audiences, and a new way to understand who engages with your Promoted Pins.”
Pinterest plans to add more interests as its Taste Graph grows.