Pinterest Gets Business Friendly With Commercial Accounts, Widgets

By Cameron Scott 

Pinterest announced today that it will differentiate business pages from individual profiles and verify business accounts, making them display more prominently in search results.

Commercial accounts were formerly forbidden on the upstart social network, although the rule was widely disregarded.

“We want to help more businesses provide great content on Pinterest and make it easy to pin from their websites,” product manager Cat Lee wrote on the company’s blog.

The upstart social network sweetened the deal by offering a set of best practices and case studies of businesses that have used photo-boards effectively. The case studies focus Jetsetter, Allrecipes, Etsy, Organized Interiors, and Petplan Insurance, cleaving closely to the website’s strong suits of cooking, pets, and crafts.

According to the case studies, Allrecipes saw a nine-fold increase in clicks on its Pinterest content after adding a prominent Pin It button and had 50,000 recipes were pinned in three months.

Pinterest also debuted a few new widgets businesses can use on their websites. In addition to the existing Pin It button and follow buttons, the network now offers a profile widget that displays the user’s most recent pins, and a board widget which highlights pins on a specific board. (Updated at 11:35 to reflect information from Pinterest.)

Existing accounts can convert to the business set-up.