Pinterest announced they are releasing a “Buy Now” button on Pinterest pins. From the first round of media that is coming out about the Pinterest Buy Now Button, here’s the main points we were able to gather for advertisers:
- “The pins, essentially buy buttons, let users make purchases inside the mobile app. The buy buttons will roll out on iPhone and iPad in the USA later this month (June 2015), Pinterest said.” – USAToday
- “Users will see a bright blue “buy this” button next to the red “pin it” button in the mobile app. Purchases can be made with a credit card or Apple Pay.” – USAToday
- ” Buyable Pins are an extension of rich pins, which include more detailed descriptions than regular pins, as well as links.” – Forbes
- “By summer, merchants who a post a buyable pin would have the option to buy a ‘promoted pin’—an advertisement that looks like a regular pin but is displayed to users who fit a particular profile.” – WSJ.com
What Do Buy Now Buttons on Pins Mean for Advertisers?
So, based on these items, Promoted Pins are different than the Buy Now button that will be on the Buyable Pins. Although these are separate features, they can be combined to create “Promoted Buyable Pins” by summertime, which means advertisers can target users through rich pins and send them directly to a product page.
The best comparison would be the Google Dynamic Display ads which showcase the product image, a link to the product page, and a buy now button. The big difference is – instead of having to maintain a product feed in a merchant center, if you have your Rich Pins setup properly, any information from your site page that changes like availability, pricing and description will be automatically updated.