Pinterest is not just a social network — it's also a visual search engine and productivity tool. Find out how to use Pinterest for business.
Are you currently just using Pinterest to plan your dream vacation or find delicious-looking baked goods to try — or are you using Pinterest for business? If you aren’t doing the latter yet, it might be time to consider getting your brand on this visual platform.
Pinterest offers businesses of all sizes a unique way to market themselves — as a visual search engine, Pinterest is great for exposing new potential customers to your brand.
That’s because Pinners come to the platform for inspiration. They want to try new things, discover new ideas, find great recipes, and often, get inspired to make their next purchase.
This article will cover all the Pinterest marketing basics to get you started including:
Let’s get started.
Bonus: Download your free pack of 5 customizable Pinterest templates now. Save time and easily promote your brand with professional designs.
Pinterest marketing is a set of tactics that incorporate Pinterest into your business’s bigger social media marketing strategy to reach new audiences and grow awareness for your brands and products.
According to Pinterest Business, social media marketers turn to the platform to:
In other words, using Pinterest for business can help your brand reach a lot of people and make money.
As of 2021, Pinterest is the 14th largest social network in the world with 459 million active users each month.
Source: The Global State of Digital 2021
And its advertising reach is impressive:
Source: The Global State of Digital 2021
In fact, 80% of weekly Pinners have discovered a new brand or product on Pinterest. And Pinterest statistics show that both the number of Pinners and boards created, is increasing year over year.
This platform can be particularly beneficial if your business targets the same demographic that loves and uses Pinterest. The platform has historically attracted women and people who want to shop or start a new project. As of 2021, it’s becoming increasingly more popular with men and Gen Z-ers.
Source: Pinterest Business
Pinterest is also popular among people looking for positive inspiration — it’s not the platform for FOMO or controversial back-and-forths.
Now that you know what Pinterest marketing is, time to move on to how you can market your business on Pinterest. Keep reading for 8 actionable tips.
Just as you would with any other social media channel, start by drawing out a social media strategy for Pinterest — don’t just jump right in.
Creating a Pinterest marketing strategy means:
Once you’ve set a clear strategy, you can begin working toward your goals.
Pinterest is a visual platform, so effectively using it for business means producing high-quality, engaging visual content to share.
So, what makes a captivating Pin?
Finally, be consistent! Consistent, daily Pinning is more effective than creating a board and filling it up at once. And Pinning regularly ensures your content will reach a wider audience.
Using Hootsuite to schedule Pins will help your brand stay on top of your content calendar. (Learn more about how to use Pinterest with Hootsuite below.)
Pinterest is an image-sharing platform, but it’s not just about photos.
Mix it up! Pin a video encouraging Pinners to shop at your e-commerce store or try adding multiple photos to a Pin to create a carousel.
For example, Nike uses video to promote its products:
And carousels to show a variety of products in one Pin:
But even though 80% of Pinners discover a new brand or product on Pinterest, think beyond shopping and explicitly promoting your brand.
Pinners also come to the platform for inspiration, with 85% of Pinners saying they come to Pinterest to start a new project. Consider also posting how-to Pins or inspiration boards to provide your audience with fun and valuable content.
For example, Nespresso pins step-by-step content to engage Pinners with its brand:
As 97% of Pinterest searches are unbranded, your brand’s boards can help reach new Pinners interested in specific topics or learning specific things.
For example, Oreo’s boards include Pins with inspiration for upcoming seasonal holidays — like its Spooky Sweet Halloween board and Holidays with Oreo board — as well as recipe ideas, like its Oreo Cupcakes and Oreo Cookie Balls board.
In other words, the brand skillfully mixes useful, engaging and inspiring content boards with boards that are more promotional:
And Aveeno has boards for their own products, like Aveeno Body and Sun Care boards:
But the brand also has other boards, like the Earth Day board that includes Pins indirectly showcasing the brand while showing an understanding of what their audience values and supports.
Pinterest is a search engine, so make sure your business’s Pins are easy to find in a search! Include keywords in your Pins’ descriptions, on boards and in hashtags.
Rich Pins, designed to pin new content from your business’s website while avoiding duplicate content will also boost your brand’s Pinterest SEO.
Find more SEO tips — and the top 100 Pinterest keywords— in this article.
Another effective way to market your business on Pinterest is with ads. Pinterest allows advertisers to target ads around keywords, interests, location, age and other metrics and categories.
And detailed audience targeting lets advertisers reach specific groups of Pinterest users, including:
From video ads to collections to promoted Pins, there is a range of ad types available on Pinterest. Learn everything you need to know about Pinterest advertising here.
A successful Pinterest marketing strategy is data-driven. In other words, tracking, measuring and analyzing key Pinterest metrics and audience behavior helps social media managers see what content performs best and what content is a little less engaging.
We let you know which metrics you should be tracking and which tools you can use to monitor them here.
Finally, make sure your loyal followers from other platforms know you’re also active on Pinterest. Promote your Pinterest profile:
When using Pinterest for business, you want to make sure you’ve created a Pinterest business account and aren’t just using a personal account. That’s because a business account allows your brand to:
Here, we walk you through the steps to setting up your brand’s Pinterest business account.
Go to pinterest.com and click Sign up.
And click Get started here!
Add your professional email and your age, and create a secure password. Make sure the email you’re adding isn’t connected to any other Pinterest account. Then, click Create account.
You’ll be asked to add your business’s name, language and location. Then, click Next.
Choose the description that best fits what your business does and add a link to your website.
Now you’re ready to start Pinning and running ads!
Get here by clicking on the last button (a simple arrow icon) in the top right hand menu. This opens a drop-down menu. Then, click Settings.
And click Convert account under the Convert to a business account section.
You’ll be asked to add your business’s name, language and location. You’ll also choose the description that best fits what your business does and add a link to your website.
Another option is to link a Pinterest business account to your already-existing personal account. To do that, simply click Add an account after navigating to settings while logged into your personal account:
Click Create under Create a free business account:
After creating a linked Pinterest business account, follow the same steps as above: add your business’s name, language, location, business description and a link to your website.
Whichever method is right for your brand, once you’re set up with a Pinterest business account, you’re ready to start marketing on Pinterest!
Like every social media site, Pinterest has its own lingo you should familiarize yourself with to set yourself up for success. To help you out, here’s a glossary.
LinkedIn has members. Snapchat users are Snapchatters. And Pinterest has Pinners. In other words, a Pinner is the branded term for a person who uses Pinterest.
A Pin is a primary post published on Pinterest. Pins include images or videos and can link back to an original source, much like a website bookmark.
Promoted Pins are a kind of Pinterest ad. They are Pins that companies have paid to promote so that more Pinners are likely to see them. These Pins appear in the home feed, category feed and search results, and include a “Promoted” label.
Promoted video Pins, carousels, and app Pins are also available. Learn more about Pinterest ad options here.
Think of a Repin as a share on Facebook or a Retweet on Twitter. A Repin is when someone Pins a post they like (but that they didn’t create) to one of their boards.
Rich Pins automatically pull more information from your website to the Pin. The point is to provide more information, such as product availability and up-to-date pricing. Rich Pins are available in three formats: Product Rich Pins, Recipe Rich Pins and Article Rich Pins.
These are much like regular Pins, but instead of a static photo, they feature a video that loops.
Instead of just one image, carousel Pins feature multiple images. Up to five images can be added to a carousel Pin.
This Pin format makes it easier for Pinners to shop for similar products. When a Pinner clicks on the magnifying glass in the bottom right corner of a Collections Pin, white dots will appear.
This is a new Pin format that isn’t widely available yet. Idea Pins can be used to promote your brand in a new way, by customizing the colors and fonts in your Pin, creating step-by-step guides or curating collections.
This is another new Pin format that isn’t widely available yet. Try on Pins use augmented reality (AR filters), allowing Pinners to virtually “try on” products they see on Pinterest using the Pinterest Lens.
Think of Pinterest boards as digital mood boards. Use boards to save, collect and organize your Pins. Many use boards to group Pins according to a certain theme or topic. For example, you might create a board around the planning of a product launch event, for seasonal content, or for wedding inspiration.
Group boards are the same as regular boards, except more than one person can add content. This format is ideal for marketers looking to share ideas or plans with their team, as anyone can contribute.
A secret board can only be seen by its creator and invited collaborators. When you create one, you’ll see a lock symbol beside the board name. These are useful for planning you don’t want to be public — secret boards won’t appear in the home feed, in search, or anywhere publicly on Pinterest.
Similar to secret boards, protected boards live at the bottom of your Pinterest profile and only you can see them. However, the Pins on these protected boards can be seen across Pinterest if a Pinner has a direct link.
Pinterest business accounts have access to important metrics and analytics via Audience Insights. Learn more about how to use Pinterest analytics and what platform-specific metrics you should be tracking.
This augmented reality tool is available on mobile devices only. Pinterest Lens is a camera tool that lets users take a picture of something — like a product or a Pincode — and then they can find related content on Pinterest.
Pincodes are essentially QR codes. These codes can be placed on hard copies of marketing material (like a business card or a press release) and scanned using Pinterest Lens — the codes then link back to a Pinterest board or profile.
Hootsuite allows you to streamline your Pinterest marketing efforts, work on social media marketing as a team and handle all of your social accounts (across platforms) from one dashboard.
Here’s how Hootsuite’s integration with Pinterest can help you save time and effortlessly add Pinterest to your social media strategy.
Make sure you’re logged into your Pinterest business account. Then, click Add social network:
Select Pinterest as the network you want to add to Hootsuite:
And authorize it by clicking Give access.
Hover over the Composer icon and select Pin.
You don’t have to pick just one — you publish the Pin to multiple boards.
Upload your image (and edit it, if you’d like), add a link to the website and type any text for additional context about your Pin.
Click Post now to publish the Pin immediately. Or, click on the arrow for more publishing options:
Then, click Done.
For more information on how to publish posts to Pinterest using Hootsuite, check out this video:
Save time managing your Pinterest presence using Hootsuite. From a single dashboard, you can compose, schedule and publish Pins, create new boards, Pin to multiple boards at once, and run all your other social media profiles. Try it free today.
Schedule Pins and track their performance alongside your other social networks—all in the same easy-to-use dashboard.
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Here are the most important Pinterest statistics marketers need to know to plan and execute a successful Pinterest strategy for their brand.
Whether you’re starting from scratch or a Pinning pro, learn which Pinterest analytics to track to improve your strategy.
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