Search and Lens Are Now More Front and Center in the Pinterest App

Ads can be served against searches that originate from Pinterest's home feed

Pinterest’s continued emphasis on search took another major step forward Monday with the addition of search and visual discovery tool Lens to its home feed.

Users of Pinterest’s flagship iOS application (Android coming soon) can now search via the new search bar at the top of their home feeds or tap the Lens camera to launch visual searches.

Product manager for home feed Audrey Tsang also revealed in a blog post that Pinterest made some behind-the-scenes improvements to ensure that recommendations in users’ home feeds are “fresher than ever,” and to nearly eliminate the chances of seeing duplicate Pins.

The social network said in an email to Social Pro Daily that monthly mobile text searches are up 40 percent year-over-year, with that figure climbing to 60 percent for visual searches, prompting the move to shift search and Lens to more prominent real estate in its app.

Pinterest pointed out the unique ways users search on the social network, saying that early 85 percent of searches occur via mobile devices and, although 97 percent of searches are unbranded, 72 percent of Pinterest users say they have discovered new brands and services via Pinterest.

On the business side, Pinterest said ads can be served against searches that originate from its home feed.

Pinterest launched a search targeting tool in February, and brands using it include Hershey’s, Stainmaster, Target, The Home Depot, Walgreens and Wayfair.

Caroline Belo, who works on product marketing for Pinterest, said in a separate blog post that brands can capitalize on users’ easier access to search by creating shopping campaigns that use their existing product feeds to create Promoted Pins aimed at users as they search, or by using keywords to more accurately target search terms.

Shopping campaigns and keywords—with new features including match types, negative keywords and keyword-level bids—are available to brands via their Pinterest account managers or Kenshoo. David Cohen is editor of Adweek's Social Pro Daily.