pinterestInstagram has been touted as the world’s fastest growing platform, with the high conversion and engagement rates brands are looking for. (L2’s Intelligence Report: Instagram finds featuring user photos on product pages boosts conversion rates by 7%, and the visual platform registers 15x the engagement of Facebook.) The surging popularity might be nudging the other visual platform to up its game. Pinterest introduced better search service today, enabling users to search across more detailed verticals.

 

Prior to the upgrade, users could search across broad categories such as Home Décor and Hair & Beauty and rely on keywords for more detailed results. The new version also suggests search categories based on users’ previous pins. The changes are only available on Pinterest mobile apps, but are expected to expand to the desktop version soon.

 

It’s highly unlikely that Pinterest will replace Instagram as a center of users’ lives. The average user spends 257 minutes a month on Instagram, and more than half use the service daily. But the search features hints there might be room for two social platforms: one as visual database and the other as a social connector.

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