Introducing the Pinterest Taste Graph and enhanced targeting

Introducing the Pinterest Taste Graph and enhanced targeting
John Milinovich

Pinner Sabin from Los Angeles came to Pinterest with a general interest in furniture design, only to discover an unknown love for 1930s Swedish chairs. “I've discovered a lot of design styles I was unaware of before I came to Pinterest.”

Enhanced interest targeting

For years, the Pinterest Taste Graph has been getting great at turning our understanding of people and their tastes into organic recommendations for Pinners. Now, businesses can benefit from the Taste Graph too.

With interest targeting powered by the Taste Graph, you’ll be able to target more interests than ever before. Previously, we offered a few hundred interests. Thanks to the Taste Graph, we’ve expanded to offer you more than ten times as many—over 5000 interests to choose from!

The addition of the Taste Graph will make all your Pinterest campaigns run more effectively and help you reach groups of Pinners using a more versatile, expanded set of interests based on their precise tastes. We recently updated all existing interest targeted campaigns to start making use of the Taste Graph, and businesses are already seeing great results from the thousands of new interests we’re making available.

In early tests, many advertisers are seeing 50% increases in their click through rates, and 20% more cost effective clicks. Nordstrom has seen positive results with their interest targeting campaigns on Pinterest, and their customers are responding in a positive way. A representative from the company said, “Across three of our most important categories—fashion, beauty, and wedding—we’re seeing robust customer engagement. We anticipate utilizing the new interests across our 2018 Pinterest campaigns.”

And soon, so much more

These thousands of new interests will become more broadly available over the next few weeks through the Pinterest Ads Manager, Pinterest Marketing Partners, or a Pinterest account manager. Whether your goal is to reach Pinners who are into French street style, closet organization or vegetarian barbecue, it’ll be easier than ever to get the most out of our unique audience.

And we’ll continue adding many more interests as the Taste Graph continues to grow. As more and more people discover and save ideas on Pinterest, the Taste Graph will continue to deepen and expand. You’ll gain an increasing ability to tap into audiences, and a new way to understand who engages with your Promoted Pins.

—John Milinovich, currently saving ideas to Sous Vide Recipes