How to Work a Strategy on Pinterest for Businesses –

The digital ecosystem seems to be dominated by Social Media brands such as Facebook, Instagram, YouTube or Twitter, where a large amount of their potential audience is concentrated. However, more and more brands are choosing to complete their Social Media strategy, with their foray into other types of smaller social networks, but with great potential.

It is the case of Pinterest for business, which with more than 300 million users, stands as a business opportunity in the online world. In addition, in the last , Pinterest would have grown around 24% compared to the previous period.

Have you considered incorporating this social network into your online marketing strategy? Today we tell you some of the reasons why perhaps you should carry it out.

What is Pinterest for business?

Launched in 2010, it is a social network that is specializing in visual content, be it images, infographics or videos. It is the perfect tool for discovery and inspiration, as it allows its users to collect pins on different boards. This is the main difference from Instagram, since Pinterest has a more specific goal of inspiration, motivation for a certain lifestyle or even education.

In the case of commercial profiles, Pinterest for business It is without a doubt a way to transmit our brand values, inspiration about our project or even motivation about certain lifestyles in accordance with our brand, all of this, from a visual aesthetic in accordance with what we want to project.

Pinterest Vocabulary

To understand how this platform works, it is essential to know some key concepts, some of which we have already mentioned above:

Pins: It is the name that is attributed to content that has been uploaded to this social network. Each of them can contain a link, so they become a source of referral traffic.
Boards: The boards or boards, are the gallery where users organize all their pins in collections or categories. Other users can follow your account, or only those boards that interest them.
Pinners: These are the active users of this social network, either those who add new content or save content created by another user.
Pin and repin: The action of sharing a pin with your audience, your own content. In addition, you can repin those that are of interest to you and you want to add to one of your boards.

What are the main features of Pinterest?

When accessing this platform, the first thing we will see will be the home feed, in this section we can view the images and content of those people or boards that we are following. Through the navigation bar, we can establish a search for the content that interests us based on certain key terms. In addition, Pinterest has advanced artificial intelligence algorithms, which will allow us to carry out said visual searchbased on the identification of certain elements that make up the images.

This visual search engine is a great system where the purchase process begins. In addition, the user has the option, thanks to Pinterest Lens, the Pinterest camera, to photograph a product that you already own, and that the platform returns images of styles and ideas of how to use it. Another option is Shop the Looksimilar to the one mentioned above, but this time it will return products similar to the one photographed.

However, the power of Pinterest goes much further. It is one of the tools augmented reality more powerful, being able to recommend brands or products based on the user’s preferences. This functionality, called Try, allows the user to focus the camera on himself and test according to what products.

As an advertiser, you will also have the option to work with Pinterest Ad Managerthe platform through which you can control the success of your advertising campaigns within this social network.

Why should your business have a Pinterest account?

It is convenient to know that the fact of creating a profile for our business in each of the existing social networks does not have to become synonymous with success. Therefore, we must strategically analyze in which social networks we want to have a presence.

The first thing we should ask ourselves is if Pinterest is our target audience.
If the answer is so, we will have to determine if the way in which the use of this social network fits with our business.
Subsequently, we must take into account what is the goal of our company by creating a profile on this social network.
Finally, it is necessary to know if we have the human and financial resources necessary to dedicate sufficient time to the work of our business profile on Pinterest.

Users and common themes on Pinterest

When generating a content strategy, it is a priority to take into account who are we going to address and how we want to carry it out. In the case of Pinterest, it is a social network with a strong millennial segmentation, as well as that known as Generation X, who are mostly women.

It is usually used as a source of inspiration for events, fashion, travel, being an excellent opportunity to make yourself known through the generation of content. For this reason, there are certain sectors, in which the work on Pinterest will be more related to the usual themes. This is the case of accessories, jewelry, beauty, weddings, trips, decoration, cooking, clothing, makeup, crafts, etc. If your brand is close to any of these sectors, you may be missing an opportunity to attract your target audienceif until now you were not working in this social network.

Actions that will benefit your company

Being a very visual social network, it is important that we understand the behavioral habits and preferences, that users will have within the operation of it. To do this, we need to know what drives them to search on Pinterest and determine how we can offer them practical solutions as a brand.

Correctly label your pins to gain positioning: Do a keyword search for the tags and descriptions of your pins and boards. This will help the platform to better understand your content, in order to recommend it to users who are interested in those same topics.
Bring traffic to your website and link the images with the products of your e-commerce: The pins that you publish on your profile can be linked to your website. Think that between the photo of your product and the purchase button, only one click will separate them.
Create organized boards on your profile: Offer inspiration to platform users through the creation of organized boards that have to do with your philosophy or brand values.
Try advertising on Pinterest Ads: It is somewhat cheaper than other types of social networks, since it is less crowded. Try to carry out segmented campaigns on content that may interest your audience.
Pinterest Analytics: Any strategy in social networks must have a measurement and monitoring of results. Take this aspect into account and study whether you can make an investment in time and resources to pay enough attention to work within this social network.

In We carry out an integrated strategy for the monitoring and dynamization of your content on Social Networks. What , we are specialized in the management of your business’s social networks, including the creation and work within your Pinterest profile. If you are interested in the option of being able to work Pinterest for businessDo not hesitate to contact us.