Google launched a social scaffold that, if it takes off, could open Pinterest a run for its money. Called Google Keen, it’s a curation tool that allows users to collect not only content from around the web, but too text and epitomes, and save them to their keens, Google’s version of a board.
In a press release foretell its opening, CJ Adams, co-founder of Keen, had this to say about the brand-new social platform: “Keen isn’t intended to be a place to expend interminable hours browsing. Instead, it’s a home for your interests: a residence to grow them, share them with loved ones and find things that will help in making this precious life count.”
As you supplemented scour terms and curate content, Keen uses AI and machine learning to suggest simply the content you’d certainly be interesting to, so you can focus only on the projects that matter to you.
It’s quite a departure from the M.O. of every other social media pulpit out there, which does everything in their capability to keep you scrolling, construe, sharing, or pinning. With Keen, consumers( and purveyors) have the opportunity to get hyper-focused on a topic and curate exclusively the most relevant and most valuable content for it.
What is Google Keen?
Adams explained how he came up with the idea for Keen when he and his wife recognized they were spending hours scrolling through social media without attaining anything productive 😛 TAGEND
It was powerful to tell each other what we wanted to spend more period on. And formerly we did, we found that mustering related doctrines, ties-in and resources together gave us a method to waste more go on our shared fondness in real life.
To explore this idea further, four colleagues and I caused a brand-new experiment announced Keen as part of Area 120, Google’s workshop for experimental projects. We acted in close cooperation with a squad at Google announced People and AI Research( PAIR ), dedicated to human-centered machine learning structures, to develop this experiment.
On the surface, Google Keen looks a lot like a stripped-down version of Pinterest. The major difference is it’s proposed not for useds to get sucked down the rabbit loophole of endless pin and moving, according to the press release, but as a tool for useds to curate only the contents that speaks to their interests.
Instead of using search history from around the web to occupy its recommended material, as Pinterest does, it squanders machine learning that focuses only on what a customer explores and saves on Keen.
How Does Google Keen Work?
Signing up for Keen is very easy. Within minutes of signing up, which of course you can do with your Google account, you’re in and exploring content. Once you’re logged in, you start by creating a Keen. A keen is a topic board where you’ll curate your content.
In the lesson below, I started with “content marketing.”
Once you enter an initial hunting term, Google Keen will hint investigation periods that you can save to your lament. These will be the terms Google Keen are applied to colonize intimated content for you. The more you choose, the more tailored your content will be.
After you’ve chosen your search expressions, prefer a envelop portrait for your keen, and write a description.
Once you’re done, your keen will ogle something like this.
This is a keen curated by CJ Adams and his colleague Benjamin Pitt. The diamond icon below the submerge persona represents the number of content fragments, or gems, that have been saved to this keen. The lightning bolt gives you know how many new pieces there are to explore.
If you click into the keen, your screen will look like this.
The masterpieces tab shows you everything you’ve already saved to your lament. The Explore tab is content Google Keen suggests you check out. If it’s your own keen, you’ll also consider a exploration invoice that allows you edit or contribute the terms Google is using to search for relevant content for you.
Here’s what my lament looks like for material marketing.
As you explore more material and save more to your gems, Google’s search algorithm gets to know you better, and performs up more relevant content.
After saving more gems and coordinating my keen a little more, I went most accurate suggestions for my material marketing keen. I even viewed one of my own parts to curate!
If you go back to your home screen, you’ll notice Google Keen proposes other laments for you to explore. These will get most relevant over season, as well, as you compute new laments and curate content.
You can follow these keens and they’ll show up on your dwelling screen.
As you start keens of your own, you can choose to acquire them public or private, or to share them directly with other users.
Can you already determine the difference between Keen and Pinterest?
Google Keen vs. Pinterest
There are a lot of aspects of Google Keen that echo the user experience on Pinterest. The method you save and share material, create and customize keens, and discover new material is very similar to the way Pinterest’s pins and councils are set up.
But there are some fundamental differences between the two. It all boils down to Keen’s desire to be a place for pure content curation with a clear goal in mind.
Pinning vs. Curating
Pinning on Pinterest and curating material on Keen virtually labor the same. On Keen, the contents you save to your keens are called gems.
Pinterest, of course, allows you to pin content from around the web, and then organize it onto timbers. Within the boards, you can see more refined content suggestions, and you can organize your current pins into smaller cards that roll up into a larger board category.
The key thing now, though, is that everything you pin comes from other websites.
On Google Keen, you can add much more than web content to your pearls. You can also save text, relates, and idols, much like you would do in Evernote or the other note-taking app.
Just like Pinterest and their cards, you can organize your content within your laments into divisions. But you won’t automatically see indicated content in your keen unless you navigate to the Explore tab.
While Pinterest represents it very easy to get lost in endless content suggestions, Keen very deliberately concludes it more work to discover content. That channel, you’re spending time curating only what is truly important and productive for the user.
The Social Aspect of Google Keen
Both Pinterest and Keen allow you to become curated material public. You can also share your boards and rods/ keens and gems with other users.
On Keen, nonetheless, you can invite other useds to collaborate on a keen. For precedent, if you and a friend are avid gardeners, you can both save ideas to the same keen utilized to your community garden.
However, unlike Pinterest, there are no revises from reports you’re following. There’s nothing like Today’s Picks on Pinterest, and there is no messaging functionality. In that lane, there is less opportunity for recommendations from peers.
You will simply read alertings when new things are added to the laments you’re previously following. They perform below the keen’s cover image, next to the lightning bolt icon.
Google Keen is too new to have developed its own influencer environment, but there are influencers from other scaffolds once curating on Keen.
YouTuber Hermione Chantal, for example, has a few laments for her DIY and interior design content. She has one lament devoted to home goods from H& M. Pinterest, on the other hand, is loaded with its own influencers.
Keen presents an opportunity for customers to become influencers on the pulpit and for marketers to get the products in front of brand-new talent.
Content Discovery on Google Keen
This is probably the biggest differentiator between Pinterest and Keen. As you well know, material finding on Pinterest is based on your searches, pins, and cards. But it also shows you content it thinks you’ll like based on your recent browser history. Even though you may not have pinned anything about copy editing tutorials on Pinterest, if you searched for them on Google or Bing, you are eligible check a few posters pop up in your residence feed.
In 2019, Pinterest introduced two ways to refine your dwelling feed. The first is the home feed toggle, which allows you to turn on and off topics you’ve researched for in the past. The second is the pin-level holds, which allow you to see why a rod is manifest up in your feed, secrete or report it, or unfollow its parent topic.
Google Keen, on the other hand, refines your material automatically. It utilizes only the search periods you save to suggest content. When you register a search term, Keen will intimate other related terms that will further refine the content you see.
The more you refine your searches, and the more you save to your keens, the better the recommended content pairs your interests. Instead than refine your recommended material after the fact, Keen is refining it before you even see it.
In fact, when you first begin on Keen, you may find your Explore section a little wonky, since Keen doesn’t have enough information on you to suggest targeted content hitherto. In reality, this is what my Explore section looks like right now in my brand-new account.
So what are the differences between Keen and Pinterest for purveyors?
Keen vs. Pinterest for Marketers
For now, Pinterest has a much more robust provided of tools for their business sheets, and they continue to build out more pieces. In September, they liberated their Story Pins in beta edition, which grants builders to build idols, videos, text overlays, and voiceovers into one pin. It’s a nature for symbols to create original material exclusively for Pinterest; and unlike other social media platforms, the narratives don’t disappear after a while.
Pinterest also has plans to roll out creator charts, according to TechCrunch, so users can learn about a developer, rather than just seeing what they’ve pinned. They’re too working on an updated analytics dashboard.
Right now, Keen doesn’t seem to have any of that. All examinations seem to be organic at the moment, with no opportunity for paid posts.
However, that doesn’t mean none of this is coming in the future. While Keen is touted as simply a means to help users disconnect from limitless scrolling and focus only on what rightfully obligates them joyful, it is also a course for Google to sounds into Pinterest’s market.
How could you use Keen to get your product in front of users?
Using Google Keen for Marketing
While Keen isn’t certainly constructed out for businesses at the moment, that doesn’t mean marketers should totally ignore it. There was still two large-scale channels purveyors can use Google Keen at the moment: to drive traffic and to increase conversions.
Driving Traffic From Google Keen
As John Becker of ContentLab points out, “if Keen takes off, it is able to drive traffic to your area. If parties are finding and distinguishing your content, that material could snowball and find its path to other keens and, in turn, get in front of more and more eyes.”
So, it’s worth taking a look at Keen to get eyeballs on your other content offerings.
For example, hiking and backpacking blogger Frank van Oostendorp has generated three keens to drive traffic to his blog Hike for Purpose.
Each keen includes a designation, custom idol, description, and curated masterpieces that extend immediately back to posts on his blog.
Google Keen For E-Commerce
Much like Pinterest, Keen users can curate links to product pages having to do with their examination topics. As I mentioned before, Chantal is using Keen to curate direct links to product sheets on H& M for her DIY outdoor space makeovers keen.
If you are an influencer like Chantal, Google Keen presents the opportunity to use affiliate relations or further promote concoctions of fellowships with which you have a partnership.
For brands with strong customer loyalty, Google Keen is just another opportunity to reach your audience with laments targeted toward their examinations on the platform.
Should you care about Google Keen? The answer to that question is kind of up in the air. Keen is a brand new platform with fewer useds at the moment, which wants if you’re an early adopter, you won’t be lost in a ocean of influencers and paid posts.
Its use of machine learning and curated material could help you hyper-target your audience in ways that other platforms like Pinterest really don’t enabling you to do.
But when Google exhausted Keen, they didn’t accurately shout it from the rooftops, so adopted in the programme overall has been somewhat slow.
Keen is currently part of Area 120, Google’s own incubator for experimental assignments. If you were ever a used of Shoelace or Rivet, you know that Google closeds down a lot of projects it incubates on Area 120.
Still, there’s no injure in having Google Keen in your back pocket. Google does decide to further develop the platform, you’ll have a head start. While other symbols are just beginning to build out their keens, you’ll already have curated material, followers, and a plan to drive freight to your other assets.
Even if it doesn’t pan out, you still have the opportunity to look at content curation differently, and perhaps apply it to your other social accounts.
Do you think Google Keen is right for your commerce programme?