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The beginner’s guide to using Pinterest for business

Yado Team – Social Media Marketing
14 December .  5 min read

Pinterest is a social platform that allows users (pinners) to save pins with links, descriptions and images to their content boards for future use. Users can create pins by uploading images or links manually, search for pins or find attractive photos in their feed. The last two options are great opportunities to attract potential customers.

Pinterest is unlike any other social network in a sense that its users are not driven by follower count or the number of likes or impressions. Their goal is to find useful and interesting content.

In addition to being a visual storehouse of ideas and inspiration, Pinterest is widely used for finding products and making purchases. That’s the beauty of Pinterest – pinners purposefully search for specific products or ideas as opposed to mindlessly scrolling through their feed in search of something interesting. This makes it a marketing holy grail of B2C businesses that sell physical products that can be photographed. 

B2B businesses are also on Pinterest, but they predominantly use the platform for small-scale B2C activities. For example,the trucking and transportation company, J.B. Hunt uses Pinterest to connect with their drivers by publishing content about truck drivers’ lifestyle and sharing tips for when you’re on the road.

The following statistics highlight the effectiveness of this social platform/search engine for business marketing:

  • 58% of millenials find new products on Pinterest
  • 90% of weekly pinners use Pinterest to plan purchases
  • 55% of users use Pinterest to specifically search for products
  • 80% of pinners access the platform on mobile
  • 98% of users actually try the ideas they discovered through Pinterest 
  • Pinterest users tend to spend 29% more when shopping compared to people who don’t use Pinterest

How to market your business on Pinterest

The first step to effective Pinterest marketing is to create and optimize your business profile.

It is important that you sign up for  a business account (as opposed to a personal one)  to access your analytics. If you already have an active personal profile, you can convert it to a business profile in the settings.

Once your business profile is up and running, make sure you also ‘Claim your website’ to get access to website analytics and let your profile visitors know where they can find you on the world wide web.

When writing your description (the ‘About me’ section), make sure to use relevant keywords to get your profile rank in Pinterest search results when users type corresponding queries into the search box. 

 

Organize your content using boards

Once your business profile is all set up and optimized for search engine visibility, it’s time to create your Pinterest boards to break up your content according to themes and topics. 

As mentioned at the outset, Pinterest is an inspiration discovery and niche interest platform. As such, categorizing content into specialized boards makes it easier for users to evaluate whether it makes sense for them to follow your profile based on their interests. 

Use separate boards to promote different products for different audiences. Within each board, you can also create sections to break the content down into more specialized themes. 

Create pins for your content 

Once you have created your boards, the next step is to fill them up with informative, helpful content and link it over to your web pages. To  this end, you would need to create pins and save them to your boards. We won’t be going over how to do that step-by-step since it is pretty intuitive and Pinterest provides an easy-to-follow guide on building your pin. 

How to promote your pins for maximum visibility

The appearance of the pin largely determines whether it will be noticed amongst the sea of other pins in users’ feeds, whether pinners will want to save it for future reference, or whether they will feel compelled to click over to your website to find out more about your brand.

Follow the following best practices to maximise the visibility of your pins. But remember that any rules have exceptions.

Best practices for Pinterest images:

  • Images with multiple dominant colors receive 3.25 more repins than images with a single dominant color
  • Very light or very dark images attract few repins
  • Images with red hues are more likely to be saved than images with blue hues
  • Images with less than 30% empty space or background show better results than other pins
  • Brand images without faces attract 23% more repins than photos with faces. You can also add some text to the image, but it should be in a contrasting color
  • Pinterest recommends using images with a resolution of 1: 2.8.

Best practices for Pin descriptions:

Pinterest’s visual content will always play a critical role. A huge number of images are displayed to users, and they scroll through their feeds until something catches their eye. But if the image attracts the attention of the pinner, then the description helps them decide whether to click on it. Follow the following best practices to maximise the impact of your pins.

  • Your descriptions can contain up to 500 characters, but users will only see the first 75-100. Tell them what’s important right at the beginning to increase your click-through rate.
  • Pinterest recommends accompanying your pins with vertical graphics (as opposed to horizontal ones) since they take more real estate on users feeds making them more noticeable. The optimal size for a Pinterest image is 2:3 ratio.
  • Pinners often use the platform to search for products and make purchases. So, make sure that your pin is optimized for its search engine visibility by (sparingly) including keywords into each pin description.

 

Conclusion

Pinterest is unlike any other social network. In fact, it has more characteristics of a search engine than a social media platform. Therefore, it is most suitable for sales, especially in the field of e-commerce. 

Like with all social networks, effective Pinterest marketing hinges on understanding your target audience, maintaining consistency in style and brand voice, following the platform’s best practices and keeping up with the algorithm updates.

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