Pinterest for companies
Pinterest for companies - tips & strategies
Pinterest is a company founded in 2010 and is used as both a social network and a search engine. By collecting images on virtual pinboards, it allows users to inspire themselves and share their interests and preferences with others. Most of the images and graphics collected are linked to websites and can therefore be an important marketing tool.
However, Pinterest is often underestimated by many companies, because although the medium is growing exponentially in terms of user numbers, with 553 million active users worldwide (as of 2024), many companies are not yet exploiting the potential of Pinterest.
Why Pinterest is important for companies
People use Pinterest for different reasons than Facebook, Instagram or other networks. Among other things, people use Pinterest to search specifically for purchase ideas for new products and even use the network when planning their purchases. Pinterest is therefore an important tool for influencing purchasing decisions and should therefore be considered a very powerful network.
Pinterest as a search engine
Pinterest is an image search engine, which as such is becoming increasingly important for companies - because many users buy something offline that they have discovered on Pinterest. As many topics are not yet covered and competition in some subject areas is still limited, it makes sense for companies to use the medium and benefit from the search engine.
Take your Pinterest marketing to the next level
Pin regularly
In order to be present for your target group, it is advisable to post something at least once a day - and preferably during peak times. If you want to post something to coincide with a holiday or event, you should publish the pin around 45 days before the event.
Use a bookmark button
With a bookmark button on your website, users can add your post to their own pinboard with just one click. This ensures that you make it as easy as possible for users to pin your post. In this way, you can increase the number of pinned pins fivefold and significantly boost user activity.
Use rich pins
Rich pins contain additional information about the content of the pin and what the user can expect when they click on the pin. Rich pins are available for articles, products and recipes, among others. The information used for this comes from the metadata of your website. For example, they show the title, author's name, date or a short summary. Rich pins also contain a note that the link leads to an article and includes a call-to-action button.
Produce high-quality content
Pinterest is a medium with a strong visual focus, which is why creating high-quality images is a prerequisite for the success of your content. Your images should therefore be well exposed, clear and sharp. You can use image agencies, for example, which provide first-class images. Your product or brand should be accompanied by a few lines of text to increase your click rates. But be careful not to overload your images and make sure that your images deliver what they promise. Existing links to your website should therefore always be valid.
Interact with other users
As Pinterest is a social network, interacting with other pins and users is part of it. To do this, follow pinboards and the pages of other users as well as the pages of other relevant brands. Give likes to non-competing brands in your industry to achieve greater visibility.
Place advertisements
Ads give you the opportunity to present your pins to a larger group of interested parties. This will bring your brand more into the public eye and generate more organic clicks.
Use Pinterest Analytics
With Pinterest Analytics, you can find out which content is particularly successful on Pinterest. This allows you to optimize your strategy and generate more traffic for your website. You also gain insights into which pinboards your pins can be found on as well as information about the demographics and interests of the users who are interested in your pins. Pinterest Analytics gives you valuable insights into your target group and allows you to adjust your budget accordingly.
The Pinterest algorithm
But how does Pinterest actually decide which pins are displayed? Pinterest's algorithm is very complex. How it works in detail is not known, but some important criteria have been published. Pinterest's Smart Feed weights the pins according to relevance and quality - according to the motto "the best come first". The quality of the page, the quality of the pin and the relevance of the pin all play a role. The Smart Feed is made up of similar pins, pins based on users' interests and pins from users who are followed.
SEO is essential
Good SEO is also essential for Pinterest. You can obtain the relevant keywords directly via the "type-ahead function" on Pinterest. Useful keyword combinations can be found here.
Whoever is creative wins
Pins that arouse users' curiosity and generate attention are successful. The main focus should therefore be on producing inspiring images that arouse users' emotions. Accordingly, give preference to visually appealing rather than pure product images.
Benefit from Pinterest in the long term
With Pinterest, you benefit from a longer half-life for your pins than is the case with Twitter or Facebook. The half-life here can be 3.5 months or longer. For this reason, it is important to think long-term. Note which content always works and is relevant over a longer period of time. With the help of Pinterest Analytics, you can analyze click rates and bounce rates and make important optimizations. Pinterest holds untapped potential for many companies when it comes to generating more traffic. The search engine connects the online and offline worlds and significantly influences the purchasing decisions of your target group, which is why Pinterest is an important marketing tool for companies that you should not do without.
Professional support for your success on Pinterest
Would you like to work on your long-term success and are considering Pinterest as an additional channel? We would be happy to advise you in detail and without obligation in an initial consultation. Get in touch with us. Our marketing expert Matthias Kampmann looks forward to hearing from you!
Pinterest for business tips: A lot of traffic is waiting for you
By publishing high-quality, visual content, Pinterest offers companies the opportunity to increase traffic and more. You now know how Pinterest works. Developing a Pinterest strategy for your company is a process in which we are happy to support you to make Pinterest a success story for your company.
