March 19, 2014
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