The official Pinterest
business blog.

Pinterest for Business

image

Our Help Center is the place to go for answers to any of your Pinterest questions—and it just got a makeover! We designed the new Help Center so you can quickly find whatever you need to know for your business account, whether you’re at your desk or out and about on your phone.

image

If you’re looking for something specific, like how to verify your website, do a quick search and you’ll get your answer right away. Do you need to teach the basics to your new social media intern? Now you can show them the handy new Guide to Pinterest. You can also browse through all the help articles for businesses and websites to find tips and tricks for businesses like yours.

You’ll notice everything’s been streamlined, from how you get around to the answers themselves. And it all feels a lot more like Pinterest, too.

We’re always looking for ways to make Pinterest easier to use and understand, so poke around and let us know what you think.

— Aaron Franklin, currently Pinning to surreal

 

image

We talk about the Pin It button a lot around here, and that’s because it’s a pretty big deal. It’s what Pinners use to save things they find around the web, an easy-to-add tool that gets your business on Pinterest.

We’re now bringing the Pin It button to even more platforms, including Tumblr, Blogger, WordPress.org and Wix. These new integrations will make adding the Pin It button to your site a snap. (Psst: if your site isn’t powered by those platforms, you can get the button from us the usual way.)

Here are instructions for each:

Tumblr

You can add the Pin It button or the hovering Pin It button to your Tumblr blog. Get instructions from our Help Center.

Blogger

The Pin It button is now one of the default sharing buttons on Blogger. This button will automatically pick up the first image in the post, set the description to the format: “Blog title: blog post title” and will set the URL to the permalink of the blog post. For more detailed instructions, visit our Help Center.

WordPress.org

You can add the hovering Pin It button to your WordPress.org blog. Just install our plugin, choose the button you want, and you’re all set.

Wix

The Pin It button is now native to your Wix.com page editor. That Pin It button will create a Pin based off of the image and description you specify and will link back to the page of the site you’re on when you click the button.  For more detailed instructions, visit our Help Center.

We’ll continue to add new integrations so stay tuned for more!

—Bill Rastello, currently Pinning to Maps

We know some businesses like to add tracking codes to their Pins to see how they’re performing. We also know many of them use Google Analytics to track their marketing. That’s why we’re adding support for Google Analytics UTM variables, so you can get a view of your campaigns right on your Google Analytics dashboard.

Businesses have asked for UTM support on their Pins in the past, so we’re happy to help them see more accurate tracking on Google Analytics.

If you’re already using Google Analytics, it’s easy to see how your Pins are performing by tagging your Pin links with the correct UTM parameters.  If you’ve already got UTM tracking on your Pin links, you’ll start to see more activity on your campaign and source tracking on Google Analytics.

Thanks for Pinning with us!

—Jason Costa, currently Pinning to Monks

image

Pinterest is growing rapidly and so are the kinds of Pins people are looking for, which means there are plenty of things you can add to help people explore all of their interests.

There are about 900 millions Pins in the entertainment category alone, for example. Dozens of television shows are using Pinterest to reach their viewers in creative ways. Here are some ideas from popular TV show accounts that any business can use:

Pinners love humor

Lots of Pinners have their own humor boards, so don’t be afraid to make them laugh with fun, original Pins if it feels natural to your brand. “Parks and Recreation” has a Parks and Memes board that turns moments from the show into shareable snippets.

Quotes are also popular

Quote Pins are some of the most repinned on Pinterest, which is why we have a whole category devoted to them. “Game of Thrones” adds custom quote Pins from the show to its Advice from the Realm board. Think about sharing taglines or iconic moments from your advertising. Or, have a board for inspiring quotes from others that match the spirit or subject of your brand. CBS Sports does this on its  Catchphrase: Timeless Quotes board, which curates famous sports quotes.

Go behind the scenes

"The Today Show” adds Pins to Anchor Antics that capture what it’s like when the camera isn’t rolling. Go behind the curtain of your business to add a little humanity to your Pinterest profile. Tell the stories of your employees or go on the factory floor to show Pinners how things get made.

Include your fans

Girls” goes out of its way to highlight stuff from fans of the show. On its fanGIRLS board, the show curates fanmade images, memes, illustrations and even Etsy crafts. Show appreciation for your loyal following and show off some of the ways they support your business. You could highlight some of your customers or just find the organic content people are making about your brand.

Highlight products and spaces

In addition to boards about the show, “Scandal” created an Olivia Pope Style board and a Scandal Beauty board to connect the show’s looks to stuff people can actually buy.  As Seen on Parenthood collects different home sets on the show to give Pinners design inspiration. Highlight and link back to your own products or, if you don’t sell specific things, mention things that might pair well with whatever your brand offers.

Offer exclusive content and sneak peeks

Pinners love previewing what’s next, so why not give them an early look? Parenthood shared stills from Season 5 to keep fans guessing, but you could add Pins from your upcoming catalog or exclusive online-only deals.

Help Pinners live inspired lives

The Biggest Loser uses Pinterest as a natural extension of its show. They have boards for fitness routines, recipes and motivational quotes as well as extras from the show. Consider adding how-to and inspirational content that’ll help Pinners connect your brand with their own personal goals.


Check out some of the TV shows on Pinterest: The Biggest Loser, CBS Sports, Community, The CW, Downton Abbey, The Ellen Degeneres Show, Game of Thrones, GirlsMad Men, New Girl, Orange is the New Black, Parenthood, Parks and Recreation, Scandal, Showtime, Tonight Show Starring Jimmy FallonThe Voice.

— Kevin Knight, currently Pinning to Pinterest, the movie

Just one Pin can give people a glimpse into what makes your business special, so you want to make sure you’re making an impression.

When people see Pins in their home feed, category feeds or search results, they make a snap judgment about whether they want to click further or repin. Clicks send traffic back to your website while repins ensure your stuff gets seen by more people. (In other words, you want both!)

We studied thousands of Pins to figure out which ones get the most traction. Three common elements jumped out:

Vertical Pins work better

Pins with a vertical aspect ratio flow better with the Pinterest experience. That’s because Pinterest organizes images vertically, stacked one on top of another in a grid. Also, most people use Pinterest on their mobile phones, so vertical Pins just look better than horizontal ones.

Longer descriptions outperform shorter ones

There’s a lot  said about the visual nature of Pinterest, but it’s also a service that people use to plan their lives. The Pin description is an important spot to explain how that Pin can help someone pursue their interests. On other sites, short copy works because you’re competing for attention. But with Pinterest, it’s more effective to write thoughtful, useful descriptions. You don’t need to max out on our character limits, but feel free to add details where it makes sense. (Bonus: these descriptions help your Pins show up in search results!)

Positive, aspirational messages resonate

Descriptions that talk about a Pin and its value work better than straight explanations. Instead of saying “We’re selling this blue sweater” or “Make this chicken parmesan recipe,” imagine yourself as a Pinner. Try talking about how the sweater fits in perfectly with a spring wardrobe or how a busy parent can make the chicken parmesan recipe in under 30 minutes with just a few ingredients.

We’re planning to share out more advice on how to craft quality Pins and boards, but we hope this helps you see more clicks and repins on your stuff.

—  Kevin Knight, currently Pinning to Advertising & Marketing

A feed just for shopping

March 12, 2014

We know people love to use Pinterest for shopping ideas, which is why we’ve created a new Gifts feed of all the different things you could buy.

The work-in-progress feed lives with our regular categories but it’s special because it only shows Product Pins. Product Pins show extra details like pricing, availability and where to buy right on the Pin so Pinners can decide which products are right for them.

So far, we’ve learned that Product Pins get higher click-through rates than regular Pins and make your brand more visible because of the logo on the Pin.  Pinners also get email notifications when Product Pins they’ve saved drop in price.

The Gifts feed also includes a few price filters so you can find something for every budget. $$$$ means the price is greater than $200, $$$ means the price is between $50-$200, $$ means the price is from $25 to $50 and $ is anything less than that.

If you want your stuff to show up in the Gifts feed, make sure you get Rich Pins.  You can get everything you need on our developers site. We tried to keep it simple, but you might want to ask a developer to help you out.

—Kevin Knight, currently Pinning to Things

We’ve got one more video from last spring’s partner event to share. This time, listen to Kevin Knight, from our partner marketing team, talk to businesses about effective ways to create boards and Pins that reach people as they explore their interests.

Plus, Kevin talks about the different resources businesses can use on Pinterest for Business

— Sadia Latifi, currently Pinning to BOLD

Listen to Bridget Dolan, Sephora’s VP of interactive media, talk about how the beauty retailer uses Pinterest to help clients try out the latest trends. 

This video is from an event we held for partners last spring. Dolan also talks about how Sephora found success with the Pin It button and how the brand creates Pins that reach Pinners while they’re in a shopping mindset.

— Sadia Latifi, currently Pinning to BOLD

During the holidays, we gave everyone a few more secret boards so people had a place to plan their gift lists and holiday surprises. Since then, we’ve heard all sorts of interesting ways Pinners and businesses are using secret boards, so we’ve decided to give you an unlimited number of them!

Secret boards are perfect for planning something you’re not quite ready to reveal to your followers. For example, Tory Burch uses them to curate and perfect upcoming boards, and to share inspiration internally.

If you’re thinking about a creative way to tell a story with your Pins—like Caribou Coffee did—try staging them on a secret board first. Or if you’re planning your spring line in the dead of winter, keep get everything on a lined up on a secret board until you’re ready to go.

Unlimited secret boards can help you plan and prepare your Pinterest marketing, so you can put your best foot forward, whenever you’re ready.

—Scott Tong, currently Pinning to [wouldn’t you like to know?]

People use Pinterest to pursue their interests, but people have many interests that evolve over time. As a researcher here at Pinterest, I’ve been figuring out how and why people Pin. So far, we can break down the different stages of interests into four different Pinterest mindsets, which might help you as you figure out what type of Pins to add. 

image

The four modes are:

“I’m just looking…”

This is when a Pinner might be browsing with no particular goal in mind. They’re just looking to be inspired. It’s an undefined need for someday in the future.

A Pinner might be thinking: “I’m interested in travel, running and healthy eating” or “I’m really into black and white photography” or even “What do you have to show me today, Pinterest?”

“Maybe I could…”

A Pinner here might be exploring a new interest or considering taking on a new project. The need is more defined but the timeframe is still sometime in the future.

A Pinner might be thinking: “Maybe I could travel to India someday,” or “Maybe I could go kayaking,” or even “Maybe I could pull off patterned pants.”

“I’m narrowing it down…”

This is when a Pinner might not know exactly what they’re looking for, but they’ll need to figure it out soon. The need isn’t super defined but the timeframe is sooner.

A Pinner might be thinking: “This kayak could work for my trip,” or “I need to replace my running shoes but don’t know what brand or style is best for me,” or even “I need to get my brother a gift but I have no idea what.”

“I know what I need!”

A Pinner here knows exactly what they’re looking for and they need it right away. They have a defined need and short timeframe.

A Pinner might be thinking: “I need a place to kayak during my Florida trip,” or “I need an Asian asparagus recipe to cook tonight,” or even “That’s the one!”

Pins trigger modes

Take a closer look at these modes and you start to see something familiar: the modes mirror the customer journey. People start looking, get inspired, narrow down their options and then make a decision. We think businesses like yours can add all kinds of Pins that help them every step of the way.

What’s more, most people don’t come to Pinterest with explicit goals—it’s the Pin itself that triggers a certain mode. A Pinner might move between modes on a specific interest over time, and because of Pinterest’s grid layout, they bounce between different interests and modes in a single visit.  

There’s lots of possibilities for businesses here. Pins that are a mix of aspirational and actionable can help people as they explore their interests, or cycle through different modes. A single Pin could even trigger different modes—one Pinner might look at your military-style jacket Pin and see something they’re going to buy right away while the other might look at it as something that inspires them to change up their style.

As long as your content provides Pinners with a dose of inspiration or usefulness, you’re helping people pursue their interests.

—Larkin Brown, currently Pinning to Style Prints