Dive Brief:

• Pinterest is planning to produce local results accurate to the countries and cultures in which they appear. 
• Almost half of Pinterest’s 100 million monthly active users live outside the United States, and its $11 billion valuation depends upon international expansion. 
• Pinterest will first adjust its American sensibilities to suit users in France, Germany, Brazil, and Spain, and continue to tailor content as it expands throughout the world. 

Dive Insight:

Pinterest has established an account language setting to tailor its interface to local needs, and has established a detection model to discern common phrases in those languages. The platform then uses a “best localized Pin selection algorithm” to determine which content it should serve first.

While Pinterest is largely a visual platform, there are enough regional differences to make it necessary for the company to scale up in the local languages to be considered a serious player in social commerce.