Are You Pinterested? - A Brief Introduction To Pinterest For Business

Pinterest is a social network which enables users to view, share and discover visual content by posting (AKA Pinning) images and videos to their own or others’ Pinboards. Pins can be created by uploading pictures from a computer, pinned from the internet using the Pinterest ‘Pin It’ button or re-pinned by other users on the site. Pinterest describes itself as a social network meant to:

“connect everyone in the world through the ‘things’ they find interesting.”

With a strong visual emphasis, Pinterest has a particular focus on lifestyle, enabling you to share and discover the interests of like-minded people.

Here is an example of how this lifestyle focus works from a business perspective:

If a company selling trainers was to use Pinterest, rather than pinning pictures purely of trainers, they would be actively involved in pinning and uploading lifestyle pictures that feature their trainers. For example, a person on a morning run through the park, walking down the beach or playing tennis, or maybe as part of an outfit to please a fashion audience.

Key Pinterest Terms

• A Pin = An image or video added to Pinterest.
• Pinboard = Set of theme-based pins.
• Pinning = The act of visually sharing content through Pinterest.
• Re-pin = Reposting someone else’s pin.
• Rich Pins = Including apps, movies, recipes, articles, products and places.
• Actionable Pins = Lead to a landing page.
• Pin It Button = A button which can be placed on websites to facilitate sharing on Pinterest. (Pins added using the ‘Pin It’ button link back to their original source e.g. website).
• Pinner = The person doing the sharing. 

Why use Pinterest for business?

It’s not expensive

Setting up your Pinterest page is free and updates can be added using a “Pin it” button which allows you to use images already present on your website or social media platforms.

It’s viral

Over 80% of content on Pinterest is re-pins, taken from a variety of sources over the internet. Interesting, engaging, informative and fun content will be “re-pinned” (shared) by your followers, who are therefore actively promoting your brand across the internet for you.

Showcase your business’s personality

With Pinterest having a strong emphasis on lifestyle, there is a no better opportunity to give followers a sneak peek into the personality of your brand. Give customers an insight into employees, offices, products/services and company outings to make followers feel valued. This can be done particularly well through rich pins, which offer the potential for boosted user engagement and added brand enhancement.

Stay competitive

If you aren’t on Pinterest and your competitors are, you could be missing a trick. Alternatively, if your competitors aren’t on Pinterest then this gives you the chance to have a competitive edge. Content marketing is extremely important to those businesses looking to make their mark on the internet, and being on Pinterest provides that chance for your content to be distributed across the web by followers.

Increase brand loyalty

By providing interesting and engaging content through pinboards, users will return to your Pinterest page and boards. This creates a sense of brand loyalty for the pinner and if they can consistently gain the information they are seeking, they will be likely to share your content amongst their community.

Increase traffic & sales

Shopping is an extremely social experience, often heavily relying on word of mouth and recommendations for new business. Pinterest users are often affluent consumers, who enjoy sharing and saving (pinning) images for later reference. Keeping a well-laid-out Pinterest page with website links and buyable pins can help to drive sales and traffic to your website.

Customer feedback

Pinterest users can comment on your pins, making the platform a very effective source of fast social feedback on products and services. Pinterest is a great place to showcase products, promotions and branding, with the ‘Gifts’ section acting as a mini shop with product images linking straight to ‘buy now’ pages.

Gain customer insight

Tracking which pins and boards have the highest levels of engagement and interaction will allow you to measure the impact your brand has on Pinterest. However, the bottom line is the traffic, leads and customers your Pinterest profile generates for your website. Use your analytics tools to understand which type of images work best and decide on a Pinterest strategy.

Boost search presence

Although Pinterest may not directly help with competitive keywords, it is clear that Google values social signals, with pinned content providing plenty of fresh content and backlinks that will undoubtedly help with search ranking.

Personal Catalogue

Due to the high number of products and a vast amount of useful information (hints, tips, recipes etc.), pinners often use Pinterest as a reference guide and catalogue.

Why use Pinterest for your business? Should my business be on Pinterest?

It is important to recognise that Pinterest is not appropriate for every business. Depending on your business sector and product/service offering, Pinterest may be essential to your digital strategy. Alternatively, you could be wasting your time.

So why not ask yourself, “What will my business get out of being on Pinterest?”. Whether it be website clicks, sales or simply as a brand enhancement exercise, is the time you’re spending on your Pinterest profile worthwhile?

If you want to know whether Pinterest can be effective for your business or need any advice on social media strategy, please do not hesitate to contact us at SilverDisc.