Since launching in 2010, Pinterest has become one of the most popular social media platforms in the world.
In the U.S., Pinterest is visited more often than Twitter, Instagram and YouTube — only Facebook is more popular.
This platform is characterized by its two key elements: pins and boards.
Pins are images and videos that users upload to Pinterest. Unlike Facebook and Instagram, this content is usually curated from other sources rather than produced by users themselves.
In fact, instead of calling it a social network, Pinterest CEO Ben Silbermann prefers to refer to the platform as “a catalogue of ideas.” Popular pin categories include fashion, home design and food photography.
Boards are the sections on each user’s profile where they can save the pins that they find in their feed. For example, a user could create a board called “Vacation” and save pins of places where they would like to travel to one day. The user can arrange the pins in a board however they want, and they can create shared boards with other users as well.
As with any social media platform, Pinterest makes its money by selling advertising options. The Pinterest user experience is highly visual, which makes it an excellent way for businesses to showcase their products and attract new customers to their stores.
So, should you be promoting your products on Pinterest? The answer is undoubtedly, yes.
In this guide, we’ll go over the benefits of advertising on Pinterest in more detail, show you how to set up your Pinterest business account and review best practices for Pinterest ads.
If you want to know why so many businesses advertise on Pinterest, just take a look at a few key stats about its audience:
So, Pinterest has a large user base, and many of those users have a habit of purchasing items that they see featured on the platform. That means just about any business can benefit from establishing a presence on Pinterest.
Businesses in the following industries should take an extra close look at advertising on Pinterest, as these are the five most popular categories on the platform:
And considering that Pinterest’s user base is disproportionately young and female, this is an especially valuable marketing opportunity for businesses that focus their sales on those demographics, such as fast-fashion and beauty stores.
But you don’t necessarily need to belong to one of the above industries to succeed on Pinterest. For example, the software company Adobe has over 10 million monthly viewers.
To create a Pinterest business account, go to the Pinterest Business page and select “Sign up.”
Log in to your existing Pinterest account, or create a Pinterest account and sign in with your new credentials. When prompted to “Get a free business account,” select “Continue.”
That’s all it takes to create a Pinterest Business account. And once you’ve created your account, publishing your own pins, boards and ads is easy.
You can create pins on your Pinterest business account for free. By default, these will only be seen by users who follow your account or follow an account that happens to repin your content.
To do so, click on the plus icon in the top-right corner of the Business Hub dashboard and select "Create Pin."
You have the following options for your pin:
You can also create a new board from this page by opening the dropdown menu next to the “Publish” button and selecting “Create board.”
All you need to do is give the board a name and make sure the “Keep this board secret” box is unchecked (you want potential customers to be able to see your boards, of course), and then you’re good to go.
To create an ad on Pinterest, click the plus sign icon in the top-right corner of the Business Hub just as you would when creating a pin. Then, select “Create ad.”
Choose a pin that you want to promote. Then, select “Next.”
You have the following options for your Pinterest ads:
After you’ve adjusted your settings, you’ll be able to see the potential audience size based on the options you selected and the total budget for your campaign. To publish your ad, click on the “Promote” button.
Once your ad is published, you can use the “Analytics” section of the Business Hub to keep track of metrics such as impressions and engagements.
The following tips will help you get the most value out of your investment in advertising on Pinterest.
Check out this example from Betabrand to see what these principles look like in practice:
With a high-quality image that features its product in action and a perfect 2:1 aspect ratio, Betabrand has done everything they need to do to set its ad up for success. And by using the same techniques (along with a focus on SEO), you’ll be able to run a successful Pinterest ad campaign of your own.
With this crash course to Pinterest, you can get your store up and running in no time. Take advantage of this highly popular social networking platform to engage current — and potentially new – clients today.