Pinterest For Business: The Basics

Pinterest For Business: The Basics

With over 335 million users and 200 billion Pins, Pinterest holds endless opportunities for brands. While that user base may seem small in comparison to larger platforms, it’s what’s inside that counts. Users come to Pinterest to inform their buying decisions, search for products, or plan out major spending sprees—we see you, house, travel, and wedding boards. Further to their intent, 84% of active Pinners said they use Pinterest to plan for purchases, and 98% said they’ve purchased something because of Pinterest.


  1. Pinterest Analytics: The sidekick you need to drive real results on Pinterest. Your Pinterest business account includes a built-in analytics dashboard that offers a high-level overview of your account performance, which organic, paid, and earned Pins are driving traffic to your website; and audience insights. Brands can test different types of imagery and measure results to refine their approach to the channel, and ultimately better understand who their audience is. You can quickly filter by date or see which of your Pins generated the most impressions over the last 30 days. This allows you to attribute any changes in performance to specific Pins and boards, and understand what’s working and what’s not to optimise your strategy moving forward.


2. Rich Pins: Rich Pins are essentially a way to label your Pins to provide more context to Pinners with custom CTA buttons suited to four specific types of Pins: products, articles, apps, and recipes. Rich Pins include extra information directly on your Pin and offer a range of options for brands across different industries. For Product Pins, brands in the retail, e-commerce, or fashion industries can include a ‘Visit’ button to send users directly to the product page. Publishers can use Article Pins to feature a headline, snippet of body text, author, and CTA ‘Read it.’ App Pins are the perfect solution for developers and tech brands to convert users to their app without even needing to leave the Pinterest platform by adding an ‘Install’ CTA. Lastly, Recipe Pins take home chefs directly to their next creation with a ‘Make it’ button.


3. Promoted Pins: With Promoted Pins, you can target specific audiences and ensure you’re putting your Pins in front of the right eyes. Much like other paid advertising platforms, Pinterest Ads Manager allows you to target Pinners based on several variables such as gender, age, location, and income. Brands are then able to target audiences based on keyword searches. Pinterest Analytics measures the results of your ads and informs brands on which promoted Pins are performing the best.


4. Buyable Pins: One-click to convert—need we say more? Pinterest’s Buyable Pins allows brands to add a ‘Buy it’ button to Pins. This feature is especially great for e-commerce brands. It allows brands to leverage Pinterest as a second storefront, and drive conversions directly from their Pins.

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