David Bridges
Have you noticed the exciting new modules emerging in your Pinterest feed?
Pinterest has recently introduced these full-width module types in its feed to enhance user engagement. These modules are designed to spotlight related topics and elements of interest, thereby enriching the experience for Pinners as they interact with the platform.
According to the Pinterest Engineering blog, detailed insights are provided on how these innovative modules function and how they bolster user engagement with Pins. This shift aims to create a more interactive environment by presenting users with content that aligns with their interests.
Initially, Pinterest delineated two distinct types of modules and their specific purposes:
- Landing Page Modules: These modules direct users to a dedicated landing page, showcasing a curated selection of Pins for interaction and exploration.
- Carousel Modules: This module type features a horizontal collection of Pins displayed prominently within the feed, inviting users to swipe through various options.
The primary goal of these modules is to expand users’ perspectives on diverse Pin ideas. Pinterest has also developed a sophisticated system to ensure that these modules complement rather than overshadow other engaging Pin suggestions in the feed.
How is this achieved? Primarily, Pinterest employs strategies to display these modules selectively, ensuring they only appear to users who have demonstrated an interest in them, while removing them from the feed for those who have not engaged.
According to Pinterest:
“If a particular user has seen a specific module numerous times without interaction, we temporarily cease displaying that module to that user. This is accomplished through a daily workflow that analyzes each user’s historical engagement with modules, focusing on the number of impressions since their last click. If, over a defined period, the number of impressions exceeds a certain threshold without a click, the module will be hidden for that user for a designated time.””
This means that if you do not engage with a specific module, it will be temporarily hidden from your feed, enhancing the relevance of content shown to you.
Pinterest has also elaborated on its approach to displaying modules, emphasizing the variable methods based on user engagement.
“Initially, we placed ordered modules in fixed slots within the feed (like 15, 35, 55, 75), irrespective of the surrounding Pins. This could potentially reduce user engagement by replacing highly engaging Pins with a Module. To remedy this, our ‘skip slot’ approach dynamically integrates Pins and Modules, ensuring that a Module only substitutes a Pin if its predicted engagement rate is higher.””
This new addition to the Pinterest feed offers users a broader array of options for engaging with different Pins in innovative ways. This is particularly noteworthy for marketers who need to understand how the platform is evolving to enhance related engagement and how Pin recommendations are being implemented in practice.
For further details on Pinterest’s new feed module display, click here.
Maya Kensington
