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How to Audit and Improve Your Pinterest Business Strategy

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by Michelle Held

Published in: Marketing
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How to Audit and Improve Your Pinterest Business Strategy

  1. 1. How to Audit and Improve Your Pinterest Business Strategy
  2. 2. Pinterest for Business
  3. 3. Pinterest for Business Tutorials
  4. 4. 34% of US (aged 18 to 49) use Pinterest 300 Million Monthly Active Users (85 M in the U.S.) PinTalk.net
  5. 5. 75%+ Pins from Businesses
  6. 6. • 90% Use Pinterest for buying decisions • 55% Looking specifically for products • 97% Searches are unbranded PinTalk.net
  7. 7. 0% 10% 20% 30% 40% 50% 60% Instagram Pinterest Shopping for Products
  8. 8. Millennials (ages 23 to 38 in 2019) • 50% Use Pinterest every month • 59% Discovered products • 47% Made a purchase • Use Pinterest as much as Instagram
  9. 9. …still mostly women 80% of Pinterest users are female
  10. 10. • Branding • Website Sales • Engagement • SEO PinTalk.net
  11. 11. PinTalk.net
  12. 12. PinTalk.net Pins get 50x more distribution to non-followers
  13. 13. @metrony 2:3
  14. 14. @metrony 2:3
  15. 15. Business Profiles
  16. 16. @metrony 2:3 • Pins / Board = Thematically cohesive • Boards / Account = Not So Much
  17. 17. @metrony 2:3 Order of Boards Does NOT Matter
  18. 18. @metrony 2:3 Boards: • Never delete boards • No penalty for too many (500 max) • Older content helps newer content
  19. 19. Pinterest Shows Up in Google Searches
  20. 20. PinTalk.net
  21. 21. PinTalk.net
  22. 22. Pins • Text in description • Link to landing page • Clear Images • Vertical Images • Clear of other Pinterest tools
  23. 23. 2:3 Character Counts • Title: 100 characters max • If no title, people see Pin description • Description: 500 characters max • Put important info in first 50-60 characters
  24. 24. 2:3 Pins should be relevant to the board Pin 1x Per Week Min
  25. 25. 2:3•PNG or JPEG •Max file size: 32 MB
  26. 26. Ideal Pin • About 20 hashtags • Use KW in Title, Description, and Hashtags
  27. 27. Pinterest users spend 29% more while shopping than non-users PinTalk.net
  28. 28. Rich Pins (4 types) • App, product, recipe & article pins • Meta data • Colorful images
  29. 29. @metrony 2:3
  30. 30. Pinterest Video • 60% increase in video use • Promoted Video ~ 15 - 30 seconds PinTalk.net
  31. 31. • 95% of US Instagrammers use YouTube • 50% of US Instagrammers use Pinterest
  32. 32. @metrony 2:3 • Thumbnails
  33. 33. Get Conversions • Life moments = 22% lift in sales • Lifestyle videos = 10x lift in awareness • Landing pages matches the Pin = 13% percent sales lift PinTalk.net
  34. 34. Pinterest Video • Audio does not auto play • Use text overlay • Editorial imagery works best • No white backgrounds PinTalk.net
  35. 35. 2:3 Lifetime Metrics • 30 day • 7 day • 24 hours PinTalk.net
  36. 36. Plan a Good Foundation • Type of video? (Product Demo, Ad, Review) • Who is it for? (Consumers, Press, Employees) • Where will it live? (Pinterest, YouTube, Webpage, Email) PinTalk.net
  37. 37. Optimize: • Profile • Boards • Pins • Images
  38. 38. PinTalk.net
  39. 39. Visual Search
  40. 40. Google SERPs
  41. 41. PinTalk.net
  42. 42. See what was pinned from your site Go to: http://www.pinterest.com/source/[yoursite]
  43. 43. Lens Mobile app (camera) Use Lens with lifestyle and applications
  44. 44. Pinterest Lens PinTalk.net
  45. 45. Product Pins (Buyable Pins)
  46. 46. Shop the Look Pins
  47. 47. Catalogue
  48. 48. Tagging Product or Affiliate Link Biz URL
  49. 49. PinTalk.net
  50. 50. PinTalk.net
  51. 51. @metrony 2:3 Keep content seasonal & aspirational for peak engagement
  52. 52. PinTalk.net
  53. 53. @metrony
  54. 54. Ideal Pin
  55. 55. Ideal Pin
  56. 56. 2:3 9:16 • .mp4 or .mov • Max file size: 2GB • 4 seconds to 15 minutes Aspect ratios: • Shorter than 1:2 or taller than 1.91:1 • Recommended square (1:1) or vertical (2:3, 9:16)).
  57. 57. 1:2 2:3 9:16 2:3 9:16
  58. 58. @metrony 1:1 2:3 Image count: 2-5 images per Carousel File type: PNG or JPEG Max file size: 32 MB per image Aspect ratio: 1:1 or 2:3
  59. 59. Promoted Pins that lead to a blog post convert better than direct selling PinTalk.net
  60. 60. PinTalk.net
  61. 61. 10 am to 4pm 11pm to 1am PinTalk.net
  62. 62. +25%
  63. 63. @metrony 2:3
  64. 64. @metrony 2:3
  65. 65. MetroNY.com AskCyberSecurity.com PinTalk.net Michelle G. Held

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