You've probably already advertised your online
store products on some social media platforms like Facebook or Instagram, but
did you know that Pinterest also has a lot of potentials? Although this
platform is underestimated by many, it is possible to gain new subscribers
through Pinterest. In this article, we will explain how your online store can
benefit from it.
Pinterest is a social network dedicated to
discovering new ideas and trends used by around 478 million users worldwide.
CEO Ben Silberman described the company as a "catalog of ideas."
The word Pinterest is a combination of the
words "pin" and "interest". The so-called PIN, i.e. the
content displayed, can be pinned to a virtual bulletin board to save users.
Users can share content, save it on their board, and interact with a like or
Users can save pins and create their own
inspirational boards. The most common themes are fashion, furniture, DIY, and
make-up, but the content touches many other sectors such as art, travel, and
And this is where the platform becomes
attractive for retailers. If you can create captivating pins, you can attract
users who are interested in buying your product and thus win new customers.
In 2021, according to Statista, the number of
Pinterest users in the UK is about 16.7 million users (60% female). This number
is expected to reach 18.67 million users by 2025.
Although not much talked about yet, Pinterest
is the second-fastest-growing social media platform (first TikTok.)
How does Pinterest work?
Pinterest is not just a social platform, it is
a real image search engine.
Users will be able to use the platform on both
desktop and mobile apps. The first time they log in, users can choose the
topics of their interest. Feeds on the homepage will show their suggestions
based on their preferences, previous searches, and saved PINs.
If they are looking for something specific,
users can use the search bar. For example, by entering the term "Digital
Marketing Strategies" users will see similar results like Influencer
Marketing, Social Media Marketing, and other PINs.
potential for e-Commerce
First, it needs to be explained that Pinterest
works differently from other social networks. As we have already mentioned,
users enter the app to find ideas and inspiration to start a new project or
finish the next purchase.
All the contents of the application are
displayed in the form of a pin link to the original website or online store.
That way, creating your PIN has the potential
to increase traffic to your site. Once users click on them, take these
potential customers directly to your store.
You won't have to worry about looking
intrusive, the platform is the perfect place to advertise. To put it in
Pinterest words :
"On Pinterest, brand content doesn't
disturb, it inspires."
Finally, again, according to the company,
small and large businesses have equal opportunities to successfully advertise
in their stores. This is because brand names are not included in almost all
user search queries.
Discover the details of user groups on
Pinterest and the most used social networks in Italy in the following lessons.
7 tips for marketing on Pinterest
Create a profile
First, you must create an account. For
e-commerce, it is recommended to create a business profile so that they can
access analytical information, visitor insights, and much more.
You can create a business profile on Pinterest
in 3 easy steps:
Sign up for the Pinterest business
Upload a profile and cover photo
Write a brief description of your
store, distinguishing yourself and yourself from other competitors
Remember that your account will make the first
impression of your potential customers on you, make your time carefully.
Make sure your brand is recognized - use the
same colors, voice tones, etc. that you use on your online site. If you already
have other social accounts, use them as inspiration to create your Pinterest
Create the perfect pin
Pinterest is all about pins. Try to make them
as interesting as possible from a visual and content point of view, so that
users can click on them. There are several tools that can help you do this,
such as Canva, which already offers ready-made layouts and designs.
Be creative and try different content and
layouts. Make sure your website or individual products are suitable for
Give your customers the ability to pin
individual products from your online store to Pinterest. You can do this by adding
a pin button (similar to Instagram or Facebook) to your product page.
Also, it is important that users can easily
find your PINs. For this to be possible, your PINs must meet certain criteria,
Pinterest works according to an algorithm
similar to search engines.
Create text overlay images to
strengthen your message
Enter your target group
Include a call-to-action (for
example: "Find more information on our site")
Also on Pinterest, content needs to be
optimized. To do this you should:
Use hashtags: Optimal numbers 2-5
Add your account details, PIN
description, board title and description, and finally the image file name and
keywords in Alt-Text.
Choose the right categories for
your PIN so users can easily search and find your content on a specific topic.
your PIN regularly
The more pins you have, the more likely the
customer is to move to your online store. On Pinterest, not very good, it is
better to do ten instead of one or two pins a day.
There are some tools that allow you to plan
ahead if you need to post a PIN, such as a buffer.
Choose the right size of a pin
According to Pinterest, vertical images work
best. The best image format for Pinterest is 2: 3, so you can be sure that your
PINs will not be cropped on mobile devices.
Examples of 2: 3 aspect ratios are:
600 pixels wide x 900 pixels high
800 pixels x 1200 pixels
1000 pixels x 1500 pixels
Another important aspect that will help you
attract new customers through Pinterest is the use of rich pins. This pin
format contains much more detail than a standard pin.
With Rich Pin, you can give customers more
information about your product and thus simplify the buying process.
With the Rich Product PIN, for example, your
customers will see the price, availability, and where to buy the item (your
With this organic PIN format, Pinterest
automatically syncs information between your store and your PIN. For example,
the current price or availability of an item in your online store changes
because the price or availability of the item changes.
Promote your content
Take advantage of Pinterest's potential and
start promoting your content to make your pins more visible.
Here are three tips by the way:
Connect with other accounts to
create a community
Share your PIN on other social
Create ads targeting your buyer's
Pinterest lets you target your group with ads
based on keywords, interests, and demographic information (age, gender, location).
With the automatic targeting option, Pinterest
selects your audience based on the details of your PIN and the interactions and
interests of users similar to your target group.
There are several ad formats on Pinterest:
Standard ads (vertical image)
Shopping Ad (Pins of products that
are also used as ads)
Carousel ads (multiple images for
Hybrid format (images and videos
in one ad)
Testing, analysis, and prioritization
Like any marketing plan, even on Pinterest,
you need to evaluate your marketing strategy to make sure you are achieving
To understand what actually works, Pinterest
provides some useful metrics:
The number of people who store a
pin on their personal wall
Number of comments for a pin
See them every day
How many people have clicked on
the pin link
Once you have found a marketing strategy that
manages to win new customers you should focus on it and not spend too much time
or money on other activities.