Kelly wanted to get healthy. She had hypertension and pre-diabetes. A mother of two, her second delivery was a challenge because of her high blood pressure. Between working full-time and being a mom, exercising wasn't high on the agenda.
After she joined Pinterest, Kelly started browsing health and fitness content. She found lots to get motivated -- inspirational quotes, workout tips, and healthy recipes. But it was the photos and reviews of Disney races from fellow Pinners that sprung her into action: she planned to run her first half-marathon. And she did, developing a love for running and getting to a healthy weight in the process. Most importantly, she says, she can teach her kids that anyone can make a big change in their lives.
Kelly's story is what Pinterest is all about -- helping people discover the things they love and do those things in real life. Pinterest is, most simply, a visual bookmarking tool that let's people find things that interest them and organize them onto boards by different topics, projects, or goals. So far, Pinterest has more than 30 billion Pins on more than 750 million boards -- a lot of content for people to discover, save, and do things that inspire them.
Brands are at the heart of the experience. In fact, more than two-thirds of all content on Pinterest is added from business sites. People need businesses to help them bring their projects and plans to life. In return, businesses get discovered by millions of people looking for things to plan, buy, and do.
Pinterest is growing fast and getting more diverse. There are more than 70 million monthly active users on Pinterest worldwide, including 40 percent of all women in the U.S., according to comScore. But most importantly, people who come to Pinterest are in a consumer mindset, pretty similar to the customer journey. They're looking to get inspired, try new things, find ideas and narrow in on a few options. They're looking to buy and consume. And that's why you want to be there.
Here at Pinterest, we've seen many businesses find success, and we wanted to share with you five things we know work.
Get a free business account on Pinterest to access analytics and other tools
Signing up for a business account is almost the same as a personal account -- except you get product updates, tailored support, and access to tools like Pinterest Analytics. Pinterest Analytics, which was recently revamped, lets you learn more about your audience, like where they live and what interests they have. You can see what Pins people are interested in from both your Pinterest profile and your website.
To get a business account (or convert your existing personal account), visit business.pinterest.com. Once you get one, let your customers know you're there.
To view full page click here.
Add quality Pins and boards
As a rule of thumb, strive to create Pins that are beautiful, actionable, and interesting.
Beautiful: Pins that are high-resolution images with thoughtful, useful descriptions. Vertically-oriented Pins tend to perform better because they look nicer on mobile screens. (And more than 75 percent of Pinterest usage is on mobile, so this is important!) You also want to be careful with overlaid text on images -- sometimes it works well, sometimes it doesn't.
Actionable: Since all Pins link out to their source, make sure you send people somewhere they can take action -- whether that's reading more or being able to buy the product. Add a helpful written description on your Pins, and people will be more likely to click through, which is how you get referral traffic.
Interesting: To capture seasonal trends on Pinterest, make sure your Pins are organized on boards with clear names around specific themes. Make sure your boards are relevant to your brand and contain a mix of product shots with more aspirational imagery. Brands can create boards around different both timely and evergreen topics since Pins last forever.
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Get the Pin It button on your website and mobile apps
This is a big one. Adding the Pin It button to your website and mobile apps helps your readers bring your content onto Pinterest, which is what powers further discovery. Brands like Vogue Paris, Poshmark, and Buzzfeed all added the Pin It button and saw huge referral traffic increases because of it.
You can get buttons that appear next to your images or, for something more subtle, you can get a button that appears only when someone hovers over an image. It takes just a few lines of code to implement to your site's pages, and you can get everything you need at business.pinterest.com. There are a few different size and color options available so you can find something that looks best with your website.
(It might be obvious but this is why it's important to have an image to go with any of your stories -- you can't add something to Pinterest if it doesn't have an image.)
Add Rich Pins so people can take action
Rich Pins are Pins with more prominent branding and extra details so people can get more out of them. There are Rich Pins for articles, products, movies, recipes, and places. An article Pin shows the publisher, an article summary and the byline so people can decide if they want to dig in. Product Pins include automatically updated pricing and availability info and when the price on something drops, everyone who Pinned it gets an email notification. Recipes include ingredients and servings while place Pins include address and phone number.
Also important: Rich Pins appear higher in search results and category feeds, so implementing the code to your site can pay off big when it comes to getting discovered.
To get Rich Pins, visit business.pinterest.com and click on Tools.
To view full image click here.
Get ready to promote your best Pins
We've been testing out our first ever advertising product, Promoted Pins.
Promoted Pins are regular Pins that you pay for to have more people see them. There's a premium CPM offering that displays Promoted Pins in categories and feeds like Everything and Popular. There's also a CPC offering for small and medium-sized businesses that appear in places like search results. Promoted Pins help you reach more of the right people at the exact moment they're looking for content like yours.
In six months, we've seen promising results. For example, brand advertisers achieved an average of 30 percent in earned media (free impressions) on their campaigns.
Ziploc wanted to reach the modern, active mom on Pinterest. "Pinterest is the perfect platform for Ziploc, a brand committed to arming mom with ways to contain the chaos of daily life," said Kelly Semrau, senior vice president, global corporate affairs, communications and sustainability for SC Johnson. "Bringing our Life Lessons campaign to Pinterest gave consumers an unexpected and meaningful way to engage with Ziploc and, in turn, gave Ziploc valuable feedback to understand what the Pinterest audience thinks of the brand and how Ziploc can best fit into her world."
Blue Apron, a meal delivery service that makes incredible home cooking accessible to everyone, uses Pinterest to educate people around eating with fresh, seasonal ingredients. Promoted Pins are among the top sources of traffic to its website, bringing a significant number of new customers to the service.
If you'd like to check out more case studies of partners doing these best practices well, click here.
Tram Nguyen leads the Partner Product Marketing efforts at Pinterest.
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"Pinterest logo on computer screen" image via Shutterstock.