Swipe, Save, Repeat: How Pinterest Is Getting Smarter

As a Pinterest manager with over 10 years of experience, there are so many things I simply love about this platform! However, one thing that has always stuck with me is how Pinterest just gets me. Whether I’m looking up ideas for my next family meal or binge-scrolling through all the latest interior design trends, Pinterest gives me exactly what I want – at any given time.

Because of this, I started wondering – how does the platform know what I want to see?

Yes, algorithms and user habits are the first things that come to mind. But after some digging, I found out that Pinterest has been doing a lot of action behind the scenes when it comes to personalization. What’s more, I realized they rolled out a new “visit site” feature that changes how users click through Pins, especially if you’re using an Apple device.

As always, I want to share my findings so you can stay in the loop. Here’s how Pinterest is taking personalization to the next level!

Pinterest Is Getting Smarter With Your History

If you look up the latest Pinterest news, you’ll see that the developers have recently added 16,000 “lifelong actions” into their recommendation system. This may sound like gibberish for most of you, so let me break it down.

Basically, Pinterest is now looking into your entire history of using the platform to personalize your feed, not just the latest things you’ve looked up.

Let’s say that you’ve recently searched “wedding centerpiece ideas”. Normally, Pinterest would include Pins you may like in your regular feed. But now, the platform has become much smarter and will provide more specific ideas based on how you’ve used Pinterest over the years.

Think of it like this – instead of asking “What have you pinned this week?”, Pinterest is now asking “What have you searched, shared, saved, clicked, and scrolled through on the platform from the moment you’ve signed up?”.

This is exactly where those 16,000 lifelong actions come into play. They’ll scan through:

• Pins you’ve clicked but didn’t save

• Personal boards

• Repeated searches

• Pins you’ve hesitated to engage with

Simply put, Pinterest's “brain” is now working like a web browser’s history, providing Pins that you will feel compelled to engage with.

What’s The Point Of These Changes?

Good question! I will give you a straightforward answer – personalization.

Pinterest says these 16,000 lifelong actions will help you see exactly what you’re looking for on the platform. In other words, the suggestions you get on your home feed will be more relevant, and you’ll get better recommendations even when you’re not searching for them.

On top of that, the actions are especially relevant for content creators. Your Pins may reach a more targeted audience, as long as they are visually appealing, have catchy titles, and are optimized properly.

New “Visit Site” Experience

In addition to the lifelong actions, Pinterest also rolled out a new feature under the radar for iOS users.

Normally, when you open a Pin, you’d expect to see the “Visit Site” button. However, you may notice that it’s completely gone! If you’re an Apple user, trust me – you’re not the only one who was surprised!

Well, this is because Pinterest is testing out a new experience on the platform. The “Visit Site” button has actually been replaced with a swipe-up interface. When you tap on a Pin like usual, instead of seeing the tried-and-tested button, a little preview will pop up with the title and description. Naturally, when you want to open the site, all you have to do is swipe up.

As for whether this is a good feature? Only time will tell!

Since it’s still in the testing phase, users (myself included) will take a while to adjust to this change. But, there are still some practices you should incorporate to stay ahead of the curve.

How To Take Advantage Of The “Visit Site” Feature

Make Titles Count: Since titles appear in the preview, ensure they are catchy and convincing. Try to be as specific as possible!

Detailed Descriptions: The same goes for descriptions. Along with optimizing the descriptions for SEO, you should also make them attention-grabbing and clickable.

Suitable CTA On Images: If you want to test out the feature to see how it performs with your audience, try adding a “Swipe up” CTA on your Pins. Keep in mind that this will only work for iOS users (at least for now)

Don’t Stress Over Analytics: If you see a sudden drop in your analytics, this may be the cause. But there’s no need to worry about it. It just means that users are still getting adjusted. Give it a few weeks and your numbers will be back to normal.

Less Confusion, More Personalization

All of these changes may take a while to get adjusted to, but see the bigger picture – it’s all about giving you a curated and enjoyable experience on the platform.

As a creator, my advice is to continue pinning with a purpose. Thanks to these updates, your Pins are bound to reach the right people!

Stay in the loop for more Pinterest news – read the rest of my blogs!

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