Pinterest is back in a big way! This visual discovery engine is once again a hotspot for finding, saving, and shopping for ideas through images, GIFs, and videos. With 522 million monthly users, including a growing Gen Z demographic, Pinterest offers marketers a vast audience to engage.
Unlike other platforms, Pinterest users are in exploration mode, searching for inspiration and pinning future potential purchases. In fact, 93% of Pinners use the platform for planning or making purchases, and 52% have bought something online after seeing it on the platform. Pinterest facilitates the journey from exploring to buying with clickable pins.
Understanding Pinterest
Before we jump into how to get started with a Pinterest Business Account, let’s define a few key terms:
Board:
A Pinterest Board is a collection of pins users can save to keep ideas organized and easy to find. Each board usually has a theme or focus.
Pin Types:
Pin types vary depending on the content type. Pins can be categorized into 6 types:
- Static Pins: Essential for visual impact.
- Idea Pins: Multi-page pins with up to 20 images or videos.
- Video Pins: Dynamic content for better engagement.
- Rich Pins: Sync with website information:
- Recipe Pins: For cooking details.
- Article Pins: For blog posts and articles.
- Product Pins: For direct shopping.
- Collection Pins: Group multiple product pins.
- Try-on Product Pins: Allow virtual try-ons with Pinterest Lens.
Setting Up Your Pinterest Business Account for Success
Not sure where to begin? Let’s walk through the 6 steps needed to build your brand’s Pinterest presence.
- Create a Pinterest Business Account
First, create a Pinterest Business account to access ads, analytics, and audience insights. This step is crucial for leveraging Pinterest’s marketing tools. - Optimize Your Profile
Use your profile and username for branding, include relevant keywords in your bio, and claim your website. A personal profile photo can improve follower conversion, and your cover image should feature your logo and business info. Connect your social profiles for better visibility. - Keyword Research
Pinterest functions as a search engine, so SEO is vital. Use Pinterest’s keyword research tool and Guided Search to find popular keywords. Incorporate these into your business name, profile, board titles, descriptions, pin descriptions, and URLs to enhance discoverability.
- Optimize Pins and Boards
Craft keyword-rich board names and descriptions to attract users. Since most searches are unbranded, well-optimized boards can drive traffic. Ensure each board’s title and description reflect its content clearly and use relevant keywords. Your pins should align with board themes to improve visibility.
- Create Engaging Content
Design eye-catching pins using Pinterest’s specs: 9:16 aspect ratio for images and 2:3 for vertical images. Use high-resolution visuals and include a clear call to action. Regularly analyze pin performance to refine your strategy. - Growing Your Audience
Keep content fresh by posting new Idea Pins weekly and using Pinterest Trends to align with current interests. Engage with other users’ content, follow inspiring boards, and interact actively. This approach helps attract and retain followers.
Pinterest remains a powerful tool for marketers aiming to reach a vast and diverse audience through visually engaging content. Leveraging these insights will help you harness the full potential of your Pinterest Business Account, transforming it from a discovery platform into a valuable marketing asset.
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