When you’re looking for visual inspiration online, there’s no better place than Pinterest. From bespoke wedding decor to vintage tattoo designs, and everything in between, Pinterest is the internet’s go-to mood board. But is marketing on Pinterest worth the time and effort?

In our opinion, the answer is a resounding yes! It’s true that Pinterest isn’t as popular as Meta or TikTok. In fact, many brands don’t include any Pinterest marketing in their social media campaigns. But this artistically-inclined platform shouldn’t be overlooked. When properly strategized and executed, Pinterest marketing can help your brand outshine the competition.

In this article, we’re sharing our top tips for marketing on Pinterest:

Why Market on Pinterest?

Founded in 2009, Pinterest was originally a B2B app called Tote. Tote functioned as a virtual product catalog, but its platform struggled with mobile payment processing in the “pre-Venmo” era. However, the app’s founders observed something interesting: although users couldn’t make purchases on Tote, they would curate vast collections of favorite items to share with other users.

This curation functionality was repurposed into a new platform – and Pinterest was born. Soon, it became one of the internet’s most widely used social media websites. Although its popularity has fluctuated over the years, Pinterest boasts a vibrant user base of 533 million monthly active users. 

Pinterest’s audience demographics include all kinds of people:

• Gender Split: 70% of users are female, while 30% are male.
• Age Demographics: 40% of Pinterest users are aged 25-35, while 39% of users are aged 35-44.
• Gen Z: 42% of Pinterest’s global user base falls into the Gen Z age group. Pinterest reports that the majority of these Gen Z users visit Pinterest to interact with brands.

Additionally, Sprout Social estimates that 1 in 3 Pinterest users have an income over $100k. And 80% of Pinterest users say they feel inspired to shop after browsing the platform. If your brand isn’t taking advantage of Pinterest marketing, you’re missing out.

Pinterest Marketing Tips

So, where should you begin with marketing on Pinterest? Like most social media sites, Pinterest offers an ad platform for creating sponsored content. Depending upon your goals and budget, buying ads on Pinterest can be a great option. 

However, there are many ways to market organically on Pinterest. By following the tips below, you can build a robust community of “Pinners” who will love your content, share it, and become loyal customers.

Tip #1. Understand What Makes Pinterest Unique

First, familiarize yourself with Pinterest and learn about its features. Pinterest is unique among social media platforms due to its rich, image-based culture. Unlike other visual platforms, such as Instagram and TikTok, Pinterest is focused more on pure aesthetic posts than influencers or storytellers. 

Pinterest users (also known as “Pinners”) seek out inspiration, how-to guides, and visual references. They use the platform for wedding planning, home decor, fashion, photography, and design. Many Pinners use Pinterest as a virtual mood board. As you create content for your brand’s Pinterest, keep this in mind.

Tip #2. Create a Strong Profile

Next, you’ll want to begin your Pinterest marketing journey by creating a strong brand profile. Use a clear, bold profile image – preferably your brand’s logo – and craft a concise bio that describes your brand’s values and mission statement. Make sure you link to your website and other social media channels, as well. 

Tip #3. Refine Your Brand’s Visual Language

Once you’ve explored the Pinterest community and created a profile, it’s time to refine your style. As with any visual branding, your presence on Pinterest should be consistent and cohesive. Consider:

• What fonts do you intend to use?
• What color schemes?
• Will your content be minimalist, rustic, vintage, bold and iconic, or something else?
• Do you have branded logos and icons you can incorporate into your content?

If your current style feels stale, use this as an opportunity to refresh your brand. 

Tip #4. Develop Unique Branded Content

Part of the fun of Pinterest is the act of “pinning,” where users select their favorite graphics or photos and “pin” them to a virtual board. Although you can pin items to your branded account, it’s better to develop original content. As with other social media platforms, creating your own content will improve your reach and engagement beyond simply sharing from other creators. 

That said, don’t be afraid to pin “user generated content” (also known as UGC). Creating a pin board to showcase your community can be a wonderful way to engage with users and grow your audience.

Tip #5. Write Engaging Copy

Just because Pinterest is a visual platform doesn’t mean you should ignore titles and captions. When you upload pins to your account, you’ll have an opportunity to craft engaging copy to accompany your images. Write captions that are clear, concise, and convey your brand’s voice. 

You can also use search engine optimization (SEO) techniques to optimize your Pinterest captions with relevant keywords. Just remember to write for human readers, not algorithms.

Tip #6. Create Fun Boards

On Pinterest, you can create endless boards. These boards are visible on your brand’s profile and offer users an easy way to learn more about your products or services. For example, if you run an online clothing store, you can create unique boards for pants, tops, and accessories. You could also create additional boards based around specific styles or seasons, such as winter outfits.

Let your Pinterest marketing strategy include boards for inspiration as well as boards for promoting special offers, new product launches, or demonstrating creative ways to use your products.

Tip #7. Engage with Your Community

Finally, don’t forget that Pinterest is a social media platform. As your community grows, remember to reply to comments and Direct Messages, reshare UGC, and listen to feedback from your followers. Interacting with your customers on Pinterest will help boost your reach on the platform, as well.

Pinterest Marketing Made Easy

With a detailed strategy and an eye for visually stunning content, you can utilize Pinterest to attract new customers to your brand and grow your business. If you’re still uncertain about how to begin, Bloom Ads can help! Contact us today for a free consultation for Pinterest or any social media marketing needs.