Pinterest Story Pins are now called Idea Pins and stand for new opportunities to share ideas and inspiration on Pinterest. With the “Following Stream”, the topic of Pinterest followers is now coming back into focus again.
Stories are the new feed or, depending on the platform, an additional channel for vertical content. One social network that focuses on the feed is Pinterest. The combination of search, feed and boards is what makes Pinterest so appealing. But what role could Pinterest stories play?
Pinterest story pins in the rollout
Pinterest story pins appeared for the first time in summer 2019. After a long test phase, they are now in the rollout.
Pinterest is still talking about a beta phase. Anyone who already uses Pinterest Stories has noticed that the new format works well and without problems.
More and more people are now enjoying Story Pins on Pinterest. This leads to a significantly higher visibility of the story pins and thus probably also to a better performance.
Something special: How Pinterest story pins differ from others Delimiting story formats
While we have stories on YouTube, Facebook, Snapchat, soon also on LinkedIn and of course Instagram, Pinterest had until now focused on other content formats. Above all, the search is an important element of Pinterest, which would speak against a focus on stories, as is the case with Instagram.
Here, however, there is the first decisive difference to Instagram. Pinterest Story Pins are also displayed as a result in the Pinterest search. This significantly enhances the new format.
Story pins can also be noted and permanently linked to the profile. This also applies to your own followers. If you publish a story pin, it spreads like all other content on Pinterest and that with an unlimited half-life.
Which brings us to the second big difference. Pinterest Stories are extremely available and do not disappear after 24 hours.
Pinterest Stories Following Streams
The Pinterest Story Pins Following Streams (what for a name …) are the counterpart to the stories area on Instagram. If you follow Pinterest accounts that create story pins, the new content appears in a separate area of the Pinterest app. The pins appear in the “For You” area of Pinterest and next to the names of the accounts, Pinterest also shows how many new story pins are available.
If Pinterest stories are permanently available, the story stream is updated, but no content disappears after 24 hours. You can watch the stories directly from the stream or call up the account.
With its own area for story pins, the focus is on the format. In addition, followers on Pinterest are upgraded, as the story stream only shows content from accounts that you follow on Pinterest. While the search from Pinterest, as well as the content recommendations by the algorithm, are still the core of Pinterest, the story streams also bring followers back into focus.
Further information for story pins
It is also exciting to add additional information to the Story Pins options. Voice-overs and, of course, text elements can be inserted. But that’s not the most exciting thing. Information such as ingredients for a recipe can also be linked directly to a Pinterest story.
If story pins contain a recipe, the ingredients are displayed in the story in button. This leads to a significantly longer dwell time with the story.
Pinterest allows up to 20 elements to be integrated into a “story”. In addition to photos, texts and the ingredients mentioned, links can also be set. Links are an important part of the feed and make Pinterest a relevant traffic provider.
Furthermore, Pinterest story pins differ in the way they can be shared and saved. All published stories can be saved in boards. It is interesting that you save the entire story and not just a single story element. If you create story pins, you can also create your own story board. Analogous to the story highlights on Instagram, only with better options for links.
Pinterest identifies story pins in the feed and they are optimized for mobile use. But they are also played on the desktop. In the feed, Pinterest shows how many elements a Pinterest story consists of. At the end of the story there is also a link to your own Pinterest profile and an ad to the followers of the account, as well as the likes that the story pins have received.
Since the use of stories is learned, you come also immediately clear with story pins. You only have to deal with the differences in interaction options.
What do Pinterest Stories mean for companies?
While a large amount of content is saved and created on Pinterest by users, stories go clearly in the direction of content production. Of course, there is content and ads specially produced for Pinterest. The high volume of pins is generated on websites. Story Pins are thus an additional content format on Pinterest, which offers companies and creators new possibilities, but certainly separates them quite clearly from other Pinterest content.
Companies that are active on Pinterest, create their own content and regularly publish, will also deal with the new format. If you put your website in the foreground and use Pinterest passively, you should also deal with story pins. As always, it will be about what do I want to achieve as a company and what can story pins contribute to it.
We have been able to create Pinterest story pins ourselves for a long time and get them played out. Interestingly, the stories appear high up on the Pinterest feed. Sure, Pinterest wants to strengthen the format and the creators. If you can publish story pins, don’t hesitate and start your first tests. The visibility is currently very high.
What do you think? Are stories on Pinterest as important as they are on Instagram and are they perhaps even better in some points due to the additional options (traffic, boards, integration in the feed)?
blogger in charge at Futurebiz, speaker, author and senior digital & social media consultant at the agency BRANDPUNKT . Jan Firsching advises brands and companies on the development of digital and social media strategies. To Futurebiz Consulting
Blogger in charge at Futurebiz. Speaker, author and senior digital & social media consultant at the BRANDPUNKT agency. Jan Firsching advises brands and companies on the development and implementation of digital and social media strategies.