Pinterest is often the forgotten platform when it comes to brands and their online presence. In reality, the world is using Pinterest as a way to save products they want to purchase, creative ideas, and find inspiration for anything. It’s time brands take advantage of the greatest visual platforms out there!
No matter your brand or what you may be selling, there IS a place for you on Pinterest. Whether you’re a business that sells products or an individual that provides information, this platform is for you.
Why Sell On Pinterest?
Did you know that Pinterest has 320 million monthly active users? It used to simply be a place to save ideas, recipes, DIY projects, and inspirations - and was often compared to Tumblr - but now is a place to sell, purchase, and research products.
The best part? About half of those 320 million users are there just to shop. That’s a huge audience to reach that you may not have before! Now the big question…”how do I reach my audience on Pinterest?”
Let’s break it down!
Your Brand on Pinterest
First and foremost, Pinterest is a strictly visual platform. Meaning, your visual brand should be tight when it comes to presenting yourself. Here’s a quick checklist to ensure your brand is in tip-top shape for Pinterest.
1. Find Your Target Audience
Keep in mind that while your brand itself may be geared towards a certain age group, gender, and other demographics, that may not mean your target audience is on Pinterest.
This chart indicates Pinterests user demographics.
So for example, if your target audience is men 65 years and older, you probably shouldn’t be using Pinterest to attract that crowd because...you just won’t.
2. Create a Business Account
Yes, Pinterest allows you to create a business account instead of a regular, consumer account! Business accounts allow you to see analytics, promote posts, and a host of other selling features. A business Pinterest account is similar to a business Instagram page in that aspect.
If you’ve already created a personal Pinterest account for your brand, no worries. You can easily convert it into a business account. If you haven’t created your account yet, Pinterest does give you the option to open a business account right off the bat.
If you’re an established brand or business, you probably already understand how important it is to have a cohesive, consistent brand across all platforms. So let’s begin!
As always, your content should be high-quality - this includes your profile image. Upload your photo or logo (whichever you use for brand establishment), add in your bio (you can even use emojis!), and develop your cover board.
You’ll actually have the option to upload your own Pinterest banner or use one or more of your boards to show off what you’re selling or up to!
Social Light chooses to use our boards as the banner because we use Pinterest for client video & photoshoot mood boards and to promote our Instagram posts and blogs, and we LOVE to show our diversity of what we’re doing!
Bottom line: do what’s best for your brand and make sure your profile photos, images, and bios are consistent across your platforms.
4. Your Links
When setting up your Pinterest account, you’ll be prompted to add a link to your brand’s Instagram. Definitely take advantage of this!
However, you’ll also want to claim your website on Pinterest. This is a little easier said than done, but Pinterest is great about walking you through it. Basically, you’ll need to add an HTML code to your website.
Make sure you're linking the website you sell from because you can only link and verify one website. Linking the website that hosts and sells your products will allow you to create a shop and link products on Pinterest.
Selling On Pinterest
Now that you’re all set up, it’s time to make some money!
1. Your Visuals
First off, your pins need to be visually appealing. Each image should focus on what you’re selling or entice people to click on it.
When it comes to your pins, you’ll need:
Images sized for Pinterest (see below)
Visually stunning and intentional images
Graphics that match your brand
Colors and fonts that stand out
Here are a few examples of the above:
Article (above) has high-quality, focused photos on the product they’re selling. Rather than being an image of a product photoshopped onto a simple background, they’re showing you what the product looks like in a room and in relation to other furniture or objects that could be in that room.
Urban Outfitters (above) has gone a step further to create board covers with text. While the text is the focus, it draws more focused attention to create interest in their products.
And when it comes to graphics on Pinterest (above), get right to the point. The text and/or image is the first thing your audience sees and you’ll want it to capture their attention immediately.
There are a lot of effective and attractive design and pin tricks when it comes to Pinterest. Go ahead and browse the platform to get an idea of what catches your eye and what doesn’t!
As far as image sizes go, here’s some insight into what people will be seeing when they come across your pins:
Pins on the main page appear as 236 pixels (height is scaled).
Pins on a board appear as 236 pixels (height is scaled).
Expanded pins: minimum width of 600 pixels (height is scaled).
Recommended image aspect ratio: 2:3 to 1:3.5
2. Your SEO
Yes, Pinterest has its own algorithm! You want whatever you’re selling/promoting to be searchable, so use only relevant keywords in your pin title and description. This also goes for your Pinterest boards.
Be strategic when naming your boards. For example, if you’re a fashion brand and are someone affordable, an idea for a board could be “Style Under $100” or “Summer Fashion.” Keep it simple with words people are most likely searching.
3. Rich Pins
Rich Pins are why you want to claim your website on Pinterest. They pull the price, title, description, and more from your website to establish and sell your product on Pinterest.
Before you begin this process, you’ll want to double check that your products on your website are all up to date with this information, including if the product is in or out of stock (if possible).
4. Promote Your Pins
Just like with any social media platform out there, you’re able to advertise on Pinterest. Promoting your pins pushes you to the top of the search list:
Because the search has the word “gold” in it, a semi-related product to “gold bracelets” came up in my search. You can promote anything and probably get some traffic, simply because it’ll be promoted among similar posts that your audience is searching for.
When promoting a pin, you’ll be able to target based off of the usual demographics: gender, age, location, etc.
5. Organizing Your Pins and Boards
This is by far the most efficient aspect of Pinterest. Fairly new in the last few years, you can even put boards inside boards. Keep things organized with this simple feature!
When it comes to selling products on Pinterest, you can organize everything into Catalogs on your business account. Again, it’s significant to have the correct and up-to-date information about your products on your website because through Catalogs, each time you upload a new product to your website, a pin can automatically be created for you!
If your information isn’t up-to-date you’ll have to use Rich Pins instead and go more manual, but this is something you can take advantage of when you’re organized and ready!
6. Tagging Your Products
When you have a bunch of items in your photo, just like on Instagram, you can tag your individual products! On Pinterest, this feature is called Shop The Look. The only catch is you must have 3 or more products in the photo to tag.
Your website must be claimed and you’ll need to have a Catalog set up before you can do this, but it’s a pretty efficient feature to have!
Follow these steps outlined above and you’ll be ahead of the game when it comes to selling and publishing your brand on Pinterest!
Take a look at some of our other excellent blog resources on branding:
Learn more about selling on Pinterest by contacting Social Light! We’re here to help you get started or see you through the entire process, including managing your content and reporting analytics.