What is a Rich Pin in social media?

A Rich Pin is a type of enhanced pin on Pinterest that provides more context about an idea by displaying additional information directly on the pin. Unlike standard pins, Rich Pins pull metadata from the source website, creating a more detailed and interactive experience for Pinterest users.

Why Rich Pins matter in social media

Rich Pins offer several advantages for brands and content creators:

  • Provide more valuable information to users without requiring them to click through
  • Improve discoverability in Pinterest’s search and recommendation algorithms
  • Increase engagement rates compared to standard pins
  • Create a more professional appearance for brand content
  • Automatically update when information on the source website changes
  • Help drive qualified traffic with users who already have context about the content

Types of Rich Pins

Product Pins

Product Pins display real-time pricing, availability, and where to buy. They include:

  • Current price information
  • Stock availability status
  • Direct link to the product page

Recipe Pins

Recipe Pins provide cooking information directly on the pin:

  • Ingredients list
  • Cooking times
  • Serving information
  • Dietary information (vegetarian, vegan, etc.)

Article Pins

Article Pins help publishers and bloggers by showing:

  • Headline
  • Author name
  • Brief description or excerpt
  • Source publication

App Pins

App Pins allow users to download apps without leaving Pinterest:

  • Install button that links directly to the App Store
  • App ratings and category information

How to set up Rich Pins

To implement Rich Pins, brands need to:

  • Add metadata to their website (Open Graph or JSON-LD markup)
  • Validate their website through Pinterest’s Rich Pin validator
  • Apply for Rich Pins through Pinterest’s developer tools
  • Wait for approval (typically within 24 hours)

Rich Pins in consumer intelligence

For social listening and consumer intelligence professionals, tracking Rich Pin performance provides valuable insights:

  • Which products generate the most saves and click-throughs
  • What recipe or article content resonates with Pinterest audiences
  • How pricing changes affect pin engagement
  • Seasonal trends in pin performance across different pin types

By effectively implementing Rich Pins, brands can enhance their Pinterest strategy, improve engagement metrics, and create a more seamless experience for users discovering their content on the platform.