Pinterest Best Practices: 9 Ways to Utilize the Platform
Knowing how to use Pinterest to the best of its capabilities is a common problem that businesses have when they begin using the platform. “Why am I not getting any re-Pins? Why aren’t we getting any more traffic to the site?” are some of the questions that may come up but much like other social media channels, you have to put out great content and interact with your followers in order to be successful and reap the benefits.
There are a million and one lists out on the internet that explain the best practices for Pinterest but we’ve compiled a list of (what we think) are the some of the most important and universal ways to use the platform. So let’s get started!
Have Aesthetically Pleasing Pins
First things first, you should have aesthetically appealing Pins. This is arguably one of the most important aspects of Pinterest and hopefully one method that is pretty common knowledge. Pinterest has always been a social platform that was popularized by its visual content so every image that you put onto the platform should be engaging and of great quality.
Try to make sure that your images are clear and vivid; bright colors and long graphics (specifically the 2:3 aspect ratio seems to work best) can also help make your Pin “pop” in the sea of endless images. Graphics with a text overlay also do great – this is particularly popular for recipes, DIYs and “How To” posts. Simple programs like Canva, Infogram and PicMonkey are some great tools that can help you out with this.
Display “Pin It” Button on your Site
Providing a “Pin It” button on your site makes it incredibly easy for users to Pin images and products that they like. Otherwise, in order to pin something from your site, the user would have to copy the URL address of the product, make a Pin on the platform, paste the URL and then upload it… And how many people will really go that out of their way just to Pin a product? Probably not many, so make it easy for them and apply a button to your website.
You can read more details about the “Pin It” button and design yours on the Pinterest for Business page.
Have Thoughtful Pin Descriptions
When writing your descriptions, think about what users will be searching for and why your pin should show up for them. It’s pretty similar to how you would fill in text for SEO purposes so that you come up in Google searches. Optimizing your Pin descriptions will increase the chances of your product being seen among the millions of Pinterest users.
If you’re not completely sure on what kind of information to put in your description, or need new ideas on what to add, you can do some investigation on search terms as well. Let’s say you have an online boutique and want to list a denim vest on Pinterest. You can type in “denim vest” in the Pinterest search bar and see what terms pop up. If they are relevant to your product, I would suggest adding these terms into your description.
Add Rich Pins
Rich Pins are more detailed versions of regular Pins. They include extra information in their description, such as where the article was originally pinned from, the price, stock availability, and step-by-step recipe directions. Rich Pins make it easier for Pinterest users to see some of the most critical information about a product without having to click through to a website. Pinterest has a detailed page explaining Rich Pins a little more in depth, along with information on how you can apply for them.
Stay Active on the Platform
A common misconception is that you can upload a Pin and within in a few days it will have a thousand repins… But that’s not really how it works. It is a slow and steady process that takes some time and commitment. In fact, 50% of visits happen 3.5 months after the first pinning!
Try to Pin at different times throughout the day; Pinterest actually has their own board of different reports and infographics that explain the “best” times to Pin on Pinterest – and I say “best” because I don’t believe that there is a secret sauce to it. The prime time for you to post also depends on your target audience – obviously you want to be active and visible when your audience is browsing on the platform. Here’s a chart from Pinterest showcasing what type of Pins are typically most popular on what days:
Utilize Promoted Pins
Promoted Pins are Pinterest’s form of paid advertisements and you must have a business account to use them. Businesses can target certain demographics, locations and devices who have shown an interest in their product or are searching products similar to theirs. Promoted Pins blend in with the user’s Pinterest feed and are a very subtle way to advertise on the platform. The amount you pay varies on your target audience and bid, and depending on your goals, you only pay when someone clicks or engages with your ad.
Have a Variety of Boards
Try to have a variety of boards, and ones that are not solely displaying your own product photos. Create your boards with your target audience in mind and give them descriptive titles; you can be creative with your titles but make sure that users know what your board is actually about.
When creating your different boards, keep your target audience in mind. For instance, say you sell engravable jewelry and majority of your customers are mothers. What would they primarily be looking for on Pinterest? Probably recipes and snacks, activities to keep their children busy, and maybe even fashion for mommies. These would be great boards to start!
Nordstrom’s Pinterest account is a perfect example of a company who showcases diversity in their boards. They have 67 different ones with a ton of appealing images, but they also trickle in their own products as well. Take their “Pick Pink” board for instance – it’s just a board of all things pink and girly! What woman wouldn’t want to follow it?
Make Use of Pinterest (or Google) Analytics
Pinterest or Google Analytics will help you see what your users and/or target market is interested in and Pinning. Pinterest Analytics lets you see informative data like the number of impressions, views, repins and clicks that your Pins have. Analytics will give you ideas on what boards to make (see point above) to intrigue Pinterest users and get your content in front of the right audience. The better you know your audience, the better you will be able to market to them.
PS – you can also go to pinterest.com/source/yourdomain.com to see who is pinning images from your website onto their boards!
Apply for Buyable Pins
Buyable Pins make it simple for mobile users to purchase a product right on the Pinterest app. When users are browsing, they will see some products that have a blue “Buy It’ button – these are Buyable Pins. Within about a minute and 3 easy steps, a user can checkout! This significantly diminishes the chances that a user will change their mind about the purchase or get sidetracked – all of which are great features for merchants!
So far, we have seen it be most successful for fashion, home decor and wedding/party planning industries. Buyable Pins are currently available on Magento, Shopify, IBM Commerce, Demandware, and Bigcommerce.
You can find out more details on the program here and see how you can start the application process. Let us know what Pinterest tactics have worked for you in the comments below!