Content Marketing for Pinterest

Pinterest, since launching in March 2010, has steadily grown its loyal following. Pinterest’s success has led many companies to invest their time and resources in this fast growing social media channel. Let’s take a look at how Pinterest can be used by small businesses for content marketing.

Why Pinterest?

  • According to a study by, there are 100 million Pinterest users. This number is continuously growing as Pinterest (along with Youtube and Instagram) have seen the most growth in the past year according to Global Web Index.
  • Customers are hanging out on Pinterest. According to, social media users spend 89 minutes per month on Pinterest. They are tied with Tumblr and second to Facebook for the length of usage per month.
  • Small businesses are able to tell their stories well through ‘pins’ by creating Pinterest boards by category.
  • Pinterest is able to generate traffic to the websites. Unlike Instagram, Pinterest allows its user to place a direct link underneath pins.
  • Pinterest users have more than twice the buying power of the average internet users. According to, their buying power index is 211 where the average internet user comes up to 100.

Businesses who benefit from Pinterest

Pinterest for Business tells success stories from companies using the platform. Looking at the list, here are the industries making it on Pinterest:

  • Fashion and Clothing
  • Food
  • Home improvement
  • Small home based business
  • Travel and Tourism
  • Other businesses - While the above categories are getting their share of audiences on Pinterest, other interesting companies are also using the platform really well such as Bank of America, Film4, Petplan Insurance and WikiHow.

Best practices

Use Pinterest as a creative way to do content marketing. Use these best practices to enhance your pins and increase your engagement with your audience.

Build boards

Brands build boards for three reasons:

  • To showcase their products
  • To tell a story through curated content
  • To create boards that are built around their audience’s interests

Pinterest enables companies to use the platform as an extension of their online store by allowing them to place information such as price, description and link on images so it is easier for customers to find where to buy each item. Boards are all about organisation and it.Through curated content, it helps brands build an organised narrative for their audiences to follow. Perhaps one of the most important function of Pinterest when it comes to content marketing is that it enables brands to engage with their audience with content based on their interests. For example, a company that sells baking utensils may create boards on cupcake decoration, baked good recipes and cake inspirations.

When building your different Pinterest boards, make sure that they are labeled with clear names and descriptions that tell your audience why they should follow them.

Guide for images

Pinterest is all about the images. Although there are no definitive rules (except for size), use the following as a guide in creating images for Pinterest.

  • Good quality images - high resolution and good composition matters.
  • Size - use images that are 735 x 1,102.
  • Use original images. You can use others' when permission has been obtained and proper credit is given.
  • 23% - engagement images without faces get more than those with faces.
  • Softer images do better in terms of engagement on Pinterest that darker ones.


Infographics are popular because they provide data in an interesting and easily digestible manner. Creating infographics is a good opportunity for you to present data in a way that your audience will be able to quickly grasp. Find out what type of data your audience is interested in and create your own infographics to post on Pinterest, they will be too long for Instagram, Twitter and Facebook anyways.


Quotes are popular on most social media profiles. They increase engagement through likes and shares. Create quotes about business, work, success, social media, writing or any topic that resonates with your brand and your audience. Use Adobe InDesign or Photoshop to create superb images. Not well versed on these tools yet? Start by using Canva.

Share other people’s content

Just like Facebook or Twitter, sharing other people’s content that adds value for your audience is not only helpful, it also lets your audience associate you with the topics and keywords that you want to be recognised for. A good source of curated content for Pinterest are your influencers, companies that provide services that are relevant to yours and your clients.

Create a collaborative board

A collaborative Pinterest board is one that you and invited collaborators can contribute to. Collaborators can be anyone so you can invite industry influencers, members of your team on a group project or invite your audience to increase engagement.

To invite people to your board, go to the Edit page, enter a name or an email address and invite them.

Share videos

Videos are Youtube or Vimeo territory. However, as social media becomes more and more interactive, videos are gaining increasing popularity on other platforms too. Organise your videos through a Pinterest board to tell a more cohesive story and organise related topics.

Encourage your audience to become your Pinterest advocates

Your audience have their own circle of interest that they can share your content to. Encourage repins and shares by making it really easy for them. Place a ‘Pin It’ icon on your blogs and make images. It is easier for your audience to share your content if they can do so while they are immersed in it. Make images or infographics inside blogs or anywhere in the website ‘pinnable’ in a single click.

Promoted Pins

As of writing, promoted pins are available to U.S. based business accounts only but worth noting as this will be available to Australia and everywhere else soon. Promoted pins are just like regular pins, but they will be seen by more people increasing awareness, engagement and traffic on your content.

Pinterest analytics

In any Social Media platform, analytics is used to determine the success of your content and what you can do to improve them. On Pinterest, analytics is divided into Three main categories: Profile analytics, Audience analytics and Website analytics.

Profile analytics show you the pins people like most from your profile. You can sort this information by device, and export them into a CSV file.

  • Impressions - the number of times your pins appear in home feeds, category feeds and search.
  • Repins- the number of times your pins are saved to boards and shared across Pinterest.
  • Clicks - the number of times people click on your pins to go back to your website to learn about or purchase.

Audience analytics shows the number of people who interact with your pins either by clicking, liking, repinning and sharing your pins. Pinterest can show you information on your audience such as location, gender and the topics and businesses that they are interested in.

Website Analytics gives you information on how people access and use your content. It shows you the device your audience use so that you can optimise your content accordingly. From here you can also see pins and boards with the most link to your site.

Pinterest analytics lets you gain insight on the type of content your audience like and the pins they found helpful enough to re-pin on their own boards or share to others. Use Pinterest analytics to help you curate and create your content better.

Some still consider Pinterest to be an out of the box channel, but the social media platform has proven to be an effective and creative way for businesses to present and promote content. Is your business on Pinterest?

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About the Author


Angelica Manlunas

About Angelica Manlunas

Angelica lives off of coffee and pizza. She spends her time online tinkering on social media, watching short films and poetry slams. Her offline time is devoted to trips to the beach or spending lazy days indoors with a book in her hand. Also, she writes at least 1000 words every day. Email Angelica at and follow Angelica @ang_transeo.


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