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Better ways to reach Pinners

October 24, 2013

Better ways to reach Pinners

Pinterest is about inspiration. Businesses are most successful on Pinterest when they encourage people to explore and share content that represents their authentic interests.

The best way to help people find your business on Pinterest is to make it easy to add Pins from your site or app so Pinners can collect the things they love and share them with their followers. You can also help people find your stuff by making your Pinterest profile an inspiring place, with interesting boards and compelling Pins that people will want to Repin.

Contests are a common tactic businesses use to get people to engage with their brand, and we’ve learned a lot about how they work on Pinterest. Done well, they can be a trigger to help people think about and talk about your brand. But they can also motivate people to add Pins they aren’t truly interested in, which is why Pins from contests can often feel irrelevant and even spammy.

A few months ago, we updated our contest guidelines to reflect what we’d learned about how contests affect the Pinner experience. We’re now adding these guidelines to our Acceptable Use Policy. That means that, moving forward, we won’t allow contests that:

  • Suggest that Pinterest sponsors or endorses them or the promotion
  • Require people to Pin from a selection (like a website or list of Pins)
  • Make people Pin the contest rules
  • Run a sweepstakes where each Pin, board, like or follow represents an entry
  • Encourage spammy behavior, such as asking participants to comment
  • Ask to vote with Pins, boards or likes
  • Require a minimum number of Pins

Even if your contest follows the rules, we encourage you to ask whether it’s the best experience for Pinners. If you do decide to run a contest, make sure it complies with all our contest rules. And remember: contests are just a tactic and shouldn’t replace a long-term Pinterest strategy.

For more help in developing your strategy for Pinterest, check out our best practices guide.

- Kevin Knight, currently pinning to Advertising & Marketing