Dive Brief:

• Pinterest is testing its new “Promoted Pins” program with a handful of retailers to help make sure its network remains "tasteful, transparent," and "relevant" to its users.

• The social media network is working with Banana Republic, Lululemon Athletica Inc., Target Corp., and several other brands to test reaction to its “Promoted Pins” ads, which show up in feeds and searches.

• Even without the Promoted Pins program, several retailers have found the site to be especially effective in customer engagement. 

Dive Insight:

Pinterest seems to be taking care with its users, in sharp contrast to the more bull-in-a-china-shop approach sometimes found with Facebook. While Pinterest must find a way to play nice with retailers to increase its own revenue, keeping users happy will help ensure the social media site retains its usefulness to everybody.