Pinterest is jumping on the curated content trend with the launch of a new Explore section that aims to surface new and interesting images, clips and ideas for users. The latest addition will combine recommendation algorithms with trending content to highlight topics that users may not already be tapped into.
Explore works in a similar manner to Snapchat’s Discover and Instagram’s Explore features, and it will provide users with a personal set of recommendations each and every day. It is designed to boost engagement on the platform by getting more people to log in regularly, and if successful, it will make Pinterest a more enticing prospect for advertisers, brands and publishers.
Explore is more than a recommendation tool though, as it will also show topics and subjects that are currently trending across its boards while providing the opportunity for key influencers and brands to promote their content, the latter of which will be shown as an assortment of featured picks for the day.
Promoting content in this way will ensure that the hottest topics are always featured prominently. For example, if a popular product launches, then Pinterest will be able to get it in front of users more readily. The search function already works in a similar manner, so it is no surprise to see it expanded upon.
In addition to a few content curation changes, Pinterest is also rolling out native video for its mobile app. This means that clips will now play automatically in the Explore section, and users won’t have to navigate elsewhere to watch videos. This is an important introduction due to the growing popularity of video, and it builds on the Cinematic Pins feature that Pinterest recently launched.
“Brands advertising with this kind of Promoted Video can create an episodic viewing experience. With additional videos that run alongside the primary video, you can create a playlist of ideas,” Pinterest said while commenting on autoplay for Promoted Videos earlier this year. “When someone is done watching your first video, the next starts playing automatically. In this way, people on Pinterest get a series of ideas from your brand.” All of the new features launched earlier this week on Pinterest.