Pinterest Provides An Overview Of How It Has Improved It’s Home Feed Ranking System To Display More Relevant Results To Pinners

Pinterest has seen significant increases in overall active users of the platform, and the platform boasted over 415 million monthly active users in July of this year. Furthermore, engagement across the platform has also increased as Pinterest builds upon its product discovery focus and further improves its eCommerce features. The coronavirus lockdowns have helped Pinterest to grow, and it is becoming a replacement for shopping malls for many users. It is noteworthy that regular users of the platform visit Pinterest in a purchasing mindset. Back in 2016, Pinterest released a study showing that 93% of active users of Pinterest use it to plan for or make purchases. Moreover, Pinterest also sees far higher purchase intent as compared to other social media platforms.

Last week, the company provided a few pointers for advertisers as part of an overview of how the company has improved Pinterest’s Home Feed ranking. On September 4 of this year, the company published a blog post on the Pinterest Engineering blog and outlined how the company has improved its Home Feed ranking system to display more relevant results to Pinners.

According to the blog post, Pinterest’s Home Feed drives a significant portion of engagement from the 416 million monthly active Pinners, and from a business standpoint, it is also a revenue driver. Most advertisements are shown to users in the Home Feed, so it is critical how the company surface engaging, personalized, and inspiring suggestions in the Home Feed.

The platform has updates the systems to enhance the relevance of suggestions and listings. The process has led to several advances in feed display, for instance, the company can now display more relevant results to Pinners by enhancing the accuracy of its predictions. For businesses, it has enabled stakeholders to quickly adjust home feed ranking on the basis of business needs. The company has also sought to put more focus on video content, and it reported it saw 6x more video views on Pinterest in 2019 as compared to 2018.

In the blog post, the platform wrote that video distribution was one of Pinterest’s main objectives back in 2019, and it was difficult for the company to achieve it via its old framework. Pinterest improved its framework which increased its video distribution by 40%. Advertisers need to note that Pinterest’s algorithm prioritizes video Pins. Although the company overview is fairly technical, the key takeaway is that the company’s systems are being improved at suggesting relevant Pins to users, and video content should be a focus of the Pin efforts of marketers.

Read next: Pinterest Tests ‘Popular’ And ‘Best Seller’ Labels On Product Pins So Users Can See Which Products Are Trending

Featured photo: Thomas Trutschel / Getty Images
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