Last week, Pinterest unveiled a new way for users to “communicate, collaborate and share with one another,” by launching a new messaging feature called Conversations. With the launch of Conversations, users will be able to keep ongoing discussions on Pinterest around their favorite Pins without having to leave the platform. In this week’s Friday5, we look at what this new feature has to offer.

1. What It Is

Pinterest’s new messaging feature allows Pinners to share discoveries with the people who’d appreciate it the most, plan projects with friends and reach out to people who share their interests. It’s meant for friends or partners to share ideas and make plans around different Pins that interest them. It’s a way for Pinners to share Pinterest content privately with each other.

2. What it isn’t

Unlike Facebook or Twitter’s messaging platforms, Pinterest Conversations is not about messaging or being a communications service. Conversations is about empowering the way people are currently using Pinterest. It’s not necessarily designed to plan events but rather discuss Pinterest content on Pinterest rather than through another medium such as email or another social network.

3. How It Works

When users choose to ”Send a Pin,” they can select to send the Pin to one person or a group of people from a list of contacts that is provided. Once the Pin is sent, the conversation will appear in the lower left-hand corner of the website or tablet app. Mobile users will be treated to a separate screen to view their messages. Exchanged conversations will look similar to those of Facebook’s and will be easily accessible by simply clicking on them and can quickly be shut down by selecting the “X” in the corner. On the desktop version, the conversations will only partially cover the frames behind them, making it easier for Pinners to scroll through and still be able to see the content shared on their feed.

4. Why Did Pinterest Launch Conversations

Last year, Pinterest launched a feature that allowed Pinners to send Pins directly to their friends. This feature exploded with users sending more than two million Pins a day. However, once the Pins were sent, there wasn’t much users could do with the Pins. With Conversations, the hope is to have Pinners continue the conversation within the platform, which can lead to more Pins being shared, and more users engaged.

5. Implications for Clients

Pinterest has directly included Guided Searches into the messaging feature, which will help Pinners to search, discover, and share content that is relevant to their conversations. This may lead to new ways of sharing and collaborating via Pins. Brands that are on Pinterest can now, more than ever, assist their audience with projects such as meal planning, travel ideas, home remodeling and more.

How can your brand utilize Pinterest Conversations?

Image credit: Pinterest

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