Pinterest’s Rich Pins: Everything You Need to Know
Perhaps the one feature I get asked about more than any other is Pinterest’s rich pins. It’s a question I’m always glad to hear since installing rich pins is one of the best things you can do to improve the success of your campaigns on the platform.
Whether you want to get more views on an article or drive sales on big-ticket items, rich pins can help you reach your goals. Let’s take a closer look how.
What Are Rich Pins?
Rich pins are dynamic pins that automatically pull relevant information from your site and update your pins in real time. They place extra information directly on the pin itself, so users can view this snippet of info before they even click to your site.
There are six different types of rich pins, all designed to serve different objectives. They include:
- App Pins, which encourage users to download your app; it even has an install button right on the Pin
- Place Pins, which provide contact information, a map, and physical address
- Article Pins, which include headline, story description, author name, and publisher
- Product Pins, which feature automatically-updated information on pricing, availability, and where to buy the product
- Recipe Pins, which showcase information on ingredients, serving info, and cooking time
- Movie Pins, which give viewers movie ratings, reviews, and cast member information
Rich pins work by pulling this information from your site thanks to meta tags that you need to install on it. These tags are what will automatically update your pins for you, which allows your pin to temporarily show a sale price on a certain product, for example—but only while the sale price is actually applicable.
As of January 2017, Pinterest is no longer supporting Place and Movie rich pin types. All existing place or movie pins will continue to show as normal on Pinterest.
Why You Need Them
Regardless of what industry your business belongs in or how you use Pinterest in your marketing campaign, rich pins can bolster your success on the platform.
One of the biggest reasons for this is their ability to update Pin information (or “metadata”) in real time. This is a massive advantage, particularly given the nature of the platform. Pinterest, after all, relies on us saving dynamic, live pages in an otherwise static format; this is what results in Pins leading to dead links or storing outdated information. This can result in outdated information circulating via a Pin. Rich pins shift our content into a more dynamic format, staying up-to-date and relevant without us needing to go back through all of our content obsessively to update them.
Another great reason that all businesses should be using rich pins is the additional information they allow us to share. Instead of trying to cram everything into a regular description, Pinterest has six different beautifully-formatted rich pin types that organize the most useful and relevant information your audience wants to see in a clean, easy-to-follow layout. This is a huge advantage.
Oh, and if you have a mobile app, always use rich pins. Their install button works as an incredible CTA, (call to action) which can give you big results quickly.
How to Get Them
Ready to start using rich pins? The setup process takes a bit of time, but it’s worth the investment (and you can always hire someone to do it for you if you’re not tech savvy).
I’ve asked Kriste from Blog Ambitions to give us a full tutorial for how to get Rich Pins on several different platforms.
How to get rich pins for WordPress
The easiest way to set up rich pins for WordPress is to use the Yoast SEO plugin. Not only will it help you with rich pins, but it is also great for Facebook and SEO.
If you don’t already have the plugin you ned to plugins and install the Yoast SEO plugin. Configure the plugin and make sure to include links to all of your social media platforms when prompted.
Once you’ve configured your Yoast SEO plugin you will be able to navigate to SEO > Social > Facebook tab. Click enabled, if it isn’t already, under Add Open Graph meta data.
You can now go apply for rich pins. Add the URL to one of your blog posts in the validator box and hit validate. Once you get the green check and ‘Your Pin’s have been validated!’ message you can click apply. Sometimes your blog will be approved right away, other times Pinterest will provide this message, “We’ll review it and email you with any questions or next steps.” Usually, there isn’t a problem and your rich pins will start showing up in a couple of days.
How to get rich pins for Blogger
Setting up rich pins for the blogger platform takes a few more technical steps, but is still pretty easy.
First, you need to enable meta tags. From your blogger dashboard navigate to Settings > Search Preferences. Under Meta tags, there is a section titled Description. If it is disabled, click edit (if it’s enabled, you already have your meta descriptions set up).
Now head to an old blog post and you can see a Search Description box in the right column while editing. Include a short description to this box summarizing your blog post and hit update.
Next, head to the Template page from your blogger dashboard. Use the button in the top right corner to back up your template first, just in case. Once your are done backing up your site, click edit HTML under live on the blog. Search for this line (I use Control F):
<b:includable id='post' var='post'>
Add a line underneath and then paste the following code:
<meta expr:content='data:post.title' property='og:title'/>
<meta expr:content='data:blog.metaDescription' property='og:description'/>
<meta content='article' property='og:type'/>
<meta expr:content='data:blog.url' property='og:url'/>
<meta expr:content='data:blog.title' property='og:site_name'/>
<meta expr:content='data:post.timestampISO8601' property='article:published_time'/>
<meta content='NICHE' property='article:section'/>
<b:loop values='data:post.labels' var='label'>
<meta expr:content='data:label.name' property='article:tag'/>
Change the NICHE to your blog’s main category and then save the template.
You can now apply for rich pins. Enter the URL to the blog post you added the description in the rich pins validator. once you get the improved message you can click apply now.
How to get rich pins for Squarespace
To get rich pins for your Squarespace blog all you have to do is apply. Head on over to the rich pins validator, enter a URL to one of your recent blog posts and hit validate. Once approved, you can go through the process to apply.
How to get recipe rich pins
Recipe rich pins are a great way to provide Pinterest and your readers with information about your recipe. The ingredients listed in the recipe are also keywords that will increase your visibility when people search for them.
Recipe rich pins are easy to set up when you use a recipe plugin for WordPress. Quality recipe plugins are hard to come by. Several of the recipe plugins that used to be popular are no longer being updated or providing the right information for rich pins or Google.
The following plugins are still being updated and have the proper markups for Pinterest rich pins:
Once you’ve installed one of these plugins and use it to create a recipe, pins from the post will include information included in the recipe card. (Recipe rich pins do not include the directions, those are left off so that people still have to come to your site.)
If you’d like to use Google’s blogger platform for your blog, Kim Six has a thorough tutorial on how to get recipe pins on blogger.
Get more traffic from rich pins
Pinterest has said that rich pins are a “powerful way to increase both your search impressions and clicks. Rich Pins add more textual content to your Pins, helping them rank better. Rich Pins have extra information and stand out more on the grid, helping drive clicks.” Source
Now that you have rich pins installed, images saved from your site will show additional information on the pins. The description that is displayed in your article rich pins is controlled by the information you include in your meta description. If you do not include a meta description your rich pins will show the first couple of lines in your article. Take advantage of that extra space by adding meta descriptions to every post.
Questions? Comments? Tips? Join the fun below.
FYI — I have a private Facebook group where I love to chat all about Pinterest. Join me.
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