Pinterest might not be the first social media platform you think of for ecommerce marketing. But with 478 million active users and a unique image-search algorithm, it’s the perfect place to introduce products to new audiences.
Pinterest is a product discovery tool that taps into consumer desires. The platform exists to help users find the best ideas for projects or purchases. But ecommerce success requires the right content that’s unique to Pinterest.
In this post, I’ll explain how Pinterest can help sell your products and grow your brand.
Unlike other social platforms, Pinterest aims to connect users with content, not people. It’s a visual discovery engine for ideas and inspiration. It merges social media with a traditional search engine that generates relevant results based on user input.
Content on Pinterest comes in two forms: boards and pins. Both should include product keywords.
Boards save, collect, and organize pins. The best boards have a specific theme and purpose to attract followers. Merchants should create organized boards that categorize products using plain, descriptive keywords.
Ruggable is a direct-to-consumer producer of interior rugs. It’s a compelling example of how an ecommerce business can utilize Pinterest boards to sell products. Ruggable’s boards address home decor. Each uses a simple, descriptive name and offers an easy way to see the rugs in context. Sample names include “Bedroom Decor Ideas” and “Beautiful Entryway Ideas.” Both are likely search terms from users looking for new decor ideas and inspiration.
Naming boards after actual search terms help users find your products, which, in turn, elevates your Pinterest search engine rankings. Moreover, descriptive board names can help rankings in Google and other non-Pinterest search engines. Research the keywords used by likely customers — and competitors.
Boards consist of individual posts called pins, which are typically images, videos, or graphics. The goal is for users to save, share, and shop the pins. Posting frequently works best — upwards of 10 or more per day. Use content scheduling apps such as Tailwind to organize your posts.
But frequent pins are useless if they aren’t engaging. The best ones tell a great story and are visually compelling to entice users to learn more.
What follows are examples of high-performing pins.
Product posts. Most Pinterest users are looking for new brands, new products, and inspiration. Thus post product pins that display your items in fresh and exciting ways. Use rich pins to display up-to-date pricing, availability, and product info.
The Container Store, for example, could provide a masterclass on how to make even the blandest products dynamic on Pinterest. From unique images to appealing descriptions, Container Store’s product pins entice users to visit its website and learn more.
How-to guides, videos, tutorials. Improve engagement of product pins with explanatory how-to guides, do-it-yourself videos, and photo tutorials. The jewelry brand Mejuri does this well via how-to guides that show its products while explaining simple fashion trends.
DIY videos are popular on all social platforms. But Pinterest is unique in that after a video it prompts users to follow the brand.
Photo tutorials are popular, too. Etsy knows how to create photo tutorials that attract followers.
Graphics can engage users and entice them to share. Take the beauty brand Benefit Cosmetics. It creates engaging graphic pins that provide users with essential info in a colorful and vibrant way. It’s difficult not to share these with friends and family.