Why to Use Pinterest in Digital Marketing for Business

Pinterest is a social network focused on visual content such as photography (videos can also be uploaded, but they are not the core element of the platform). Users upload images of everything from home decor and travel to fashion and makeup. However, although it is a social network, it looks more similar to an image search engine.

Although Pinterest is not as popular as other social networks, it can be an exciting channel for brands in specific niches like the ones mentioned above. Specifically, suppose you belong to a sector where the visual plays an important role. In that case, you will undoubtedly be interested in knowing what Pinterest is and how to use it. And your target audience is women between 25 and 34 years old. In that case, you will find an exciting channel to reach them in this social network since they are its primary audience.

In this article, we tell you everything you need to know about this social network so that you can create a strategy for the platform and get clients.

What to use Pinterest for

X is used to share opinions and discuss ideas with other users. TikTok is the social network par excellence for sharing trending dance videos. And YouTube is the channel where we can delve deeper into the topics of our sector. But what is Pinterest, and what is it for?

This section shows you the four ways users and brands use this channel.

Visual social network

Pinterest’s content is entirely visual, and its main objective is to attract users’ attention through sight. Simple aesthetic pleasure is one of the reasons why users visit this social network. That’s why the images you’ll find on this page are carefully crafted and characterized by their harmony of colours and shapes. We could say that Pinterest is the social network where you’ll find the best photographs.

In this sense, brands for which visuals are essential find Pinterest a valuable channel to develop their digital marketing strategy.

Traffic to your Website & Blog

For brands, this is one of the most exciting uses of Pinterest. Like on other social networks, on Pinterest, you can also add a URL to your profile to redirect users to your website, blog or e-commerce site.

However, the most exciting thing about this social network is that you can add the URL you want to each image you upload. This is something that Instagram, for example, lacks and that many social network users complain about.

This Pinterest feature is lovely, as you can redirect users from each photo to the section of your website you want and thus have another place to receive traffic.

Discover inspiration

This is undoubtedly the feature that Pinterest users exploit the most. This social network has positioned itself as the preferred place for Internet users to find inspiration for dressing, decorating their homes, putting on makeup, travelling or styling their hair.

In the Pinterest search engine, anyone can type in any phrase they want and automatically see endless images on the same subject that are visually appealing, tremendously inspiring, and uploaded by other users. There is no other social network of this level where you can find such attractive images in the search results.

Custom boards

Offering inspiration is one of many things that Pinterest offers its users. The social network also allows users to save the images they like the most. Each image uploaded to the platform is known as a “pin .” Meanwhile, the thematic folders you can create to save different pins are called “boards.”

It is the resource that the platform offers to keep all your favourite images organized.

Advertising on Pinterest

Of course, this social network also offers the option of advertising on the platform to anyone who wants to and has a business account. Therefore, developing an advertising strategy may be interesting if your target audience is on this channel.

How does Pinterest work?

Once you have registered on the platform, you can access the “Home Feed”, that is, the main page of the social network. Here, you will find content that the platform suggests to you and the pins uploaded by the accounts you follow.

However, the most common way to use Pinterest is to enter a term into the social network’s search bar, illustrated by the image of a magnifying glass at the top (in the web version).

When you are interested in a result and click on it, a new tab will open where you can:

• Save the pin (as we have already told you).
• Visit the website associated with the image.
• View the image in larger size.
• See similar images.
• See the title and complete description of the photo.
• View and leave comments and likes.

You also have the option to access the notifications and messages section, as well as create your PIN whenever you want. All these features are located at the platform’s top in the web version.

Pinterest for Business

As with other social networks, there are two types of accounts on Pinterest: personal accounts and business accounts. Both can be created entirely free of charge. Suppose you are a brand that wants to take full advantage of the platform’s potential. In that case, we recommend the second one.

With a business account, you will have access to statistics on the performance of your activity on the platform, you will be able to advertise, and you will be able to create your own product catalogues by creating so-called product pins.

How to create a business account on Pinterest?

There are different options for creating a business account on Pinterest. This section will tell you about the three options and how you can do them from the website.

Create a new business account from scratch

• Click on the “Sign Up” option at the screen’s top right.
• Select the “Create business account” option.
• Add your email and age, and enter a password.
• Click on “Create account”.
• Complete the profile creation fields, and when you are finished, click “Next”.
• Now fill in the company information and again click “Next”.
• Indicate whether you want to publish ads and select “Next”.
• Your company account will now be created on the platform.

Convert a personal account into a business account

To do this process, you must take into account two things:

• Your account must be set to public to be converted to a business account.
• If you have linked your account to another account, you must unlink it.

If you already meet these requirements, you can follow this process to convert your personal Pinterest account into a business account:

1. Log in.
2. Click the arrow in the top right corner.
3. Select the “Settings” option.
4. On the left side, click on “Account Management”.
5. Select the “Convert to business account” option and then “Convert account”.
6. Fill in all the fields indicated; it will be created when you finish.
7. This process is reversible; you can convert your business account into a personal one whenever you want.

How do you get the most out of Pinterest? Tips and Best Practices in Digital Marketing

• Take advantage of all of Pinterest’s features to encourage online shopping. Include “Shop the Look” pins, and take advantage of the Shop Tab so users can purchase products directly from your Pinterest profile. Use Rich Pins to provide more information about your products and include calls to action.
• Include the Pin button on your website. Even if you don’t have a branded presence on your page, enabling the Pinterest button is always a good idea so users can save your content and revisit it later.
• Do SEO for Pinterest. The higher your pins rank, the more visibility and conversions you’ll get. To get started, you can use a tool like Google’s Keyword Planner to get an idea of ​​how people search for you. Then, use these keywords in your Pinterest profile, your boards, the title and description of your pins, and the name of your images.
• Find the right time and frequency. Some general recommendations include posting 5-30 new pins daily from 2-4 pm and 8-11 pm. However, every brand differs, so I recommend testing and analyzing the results.
• Check your Pinterest Analytics regularly to see how your content is performing on Pinterest. For example, you can see which pins are most popular and getting the most engagement or your audience demographics. All of this information will help you refine and improve your Pinterest strategy.