Search

How To Drive Clicks With Pinterest By Creating The Ultimate Pin

By: Lengow

Our series on Social Commerce continues with 6 ways to create the ultimate Pin and drive clicks and visibility through Pinterest for online retail.

Blog articles in this series

5 Ways To Maximise Your Online Retail Visibility Using Snapchat

How Online Retailers Successfully Can Use Facebook Dynamic Ads

 

Launched in March 2010, Pinterest enables users to discover and share new products, ideas and interests by Pining inspiring images and videos to their own boards, sharing their Pins with other users, or simply browsing suggestions to inspire their next purchases and ideas.

The last seven years have seen the social network gear its strategy to enable brands and advertisers to achieve high quality clicks from potential customers.

From the Shop-the-look feature, to the more recent Instant Ideas Visual Search Technology, Pinterest gives online retailers a golden opportunity to increase brand awareness, achieve higher click-through rates and boost in-store and online traffic. The platform boasts 175 million active monthly users and is home to 100 billion ideas.

1. Create Compelling Images

Pinterest is a highly visual app, with many users looking for creative inspiration. Your images must be worth a thousand words, as Pinners don’t take the time to read product descriptions unless images call out to them. These images need to be aesthetically compelling and bring something different to the table.

So how can you create a stand-out image for Pinterest? Quality is key. You must avoid using low-quality images or anything that has too much going on.

If your aim is to improve engagement for a specific product, the social network suggests showcasing this product in a realistic setting, allowing users to visualise how they can incorporate the product in their day-to-day lives. However, if your aim is to drive more traffic to your website or physical store, it is worth displaying multiple products (a maximum of four) in a single Pin.

Images shared on Pinterest need to convey a clear message and goal, therefore if they require further clarity, advertisers can use text overlays to provide a context and encourage customers to take action.

Images that encompass your brand’s narrative and relay a clear message invite users with higher intent on purchase to click on the Pins. To ensure that your Pins are visible to the right people, Pinterest offers Promoted Pins which are displayed to specific audiences according to a range of targeting metrics such as interests, audience, best practices and keywords.

In 2016, the platform also introduced One-tap Pins, a Pin format which immediately directs users to a brand’s website after one simple tap, instead of the usual two tap process.

Advertisers must adhere to strict guidelines for one-tap Pins, so if you go for this option, ensure that you have a fast-loading, mobile-optimised website that will readily display the product featured in the ad. You can use your striking images to entice Pinterest users to your site, and encourage sales by linking the pins directly to the product landing page.

2. Enhance your pins for mobile

When it comes to creating the optimal Pin for Pinterest, your image format and dimensions are fundamental. Pins are organised in vertical format columns in the Pinterest feeds, therefore the social network recommends that you use a vertical aspect ratio, with the optimal ratio being 2:3 (600px wide x 900px high).

UK consumers are increasingly at ease with carrying out their online purchases via smartphone, and eMarketer predicts that by the end of 2017, almost 47% of the UK’s total retail mcommerce sales will be conducted using smartphones. Consequently, creating mobile-optimised vertical content for social networks such as Pinterest is all the more pertinent.

If you have a mobile app version of your ecommerce site and want to develop your mobile strategy through Pinterest, you can use the Ads Manager to create Promoted App Pins. This advertising format adds an easily recognisable app icon and install button to your Pins, allowing Pinners to effortlessly discover and download your app.

Conversely, if you want to encourage consumers to save products available on your app, you can install the SDKs for iOS and Android which enable easy integration of your apps with Pinterest. This feature adds a “Pin It” button to images on your apps, which allow you to monitor which products your app users are most interested in.

The mobile marketplace, Poshmark, integrated the Pinterest mobile SDK to encourage users to add Pins of their items directly from their app. As a result, the marketplace saw their referral traffic from Pinterest double and their Pins tripled. Therefore, if you’re looking to gain more mobile visibility and maximise on mobile traffic through Pinterest, your answer would be to integrate Pinterest SDKs and create Promoted App Pins.

3. Perfect the art of product descriptions

While having the perfect image draws in the Pinner’s attention, a polished product description drives their desire to find out more about the product. Accuracy is key when it comes to composing your Pinterest product descriptions.

This allows your product to be easily discoverable in Pinterest Search. The platform also suggests that you include inspirational or helpful text in the description field, and take advantage of using actionable buzzwords such as “buy”, “shop”, “make” or “find”. Furthermore, product descriptions that produce the most Repins and drive the most interactions are between 100 and 200 characters long.

93% of Pinners say that they use the social network with the intention to plan future purchases, while 87% of Pinners have purchased something because of Pinterest. Products therefore need to be highly visible, with detailed product descriptions that attract users and aid them in their path to purchase. 

Back in 2013, to further encourage detailed and relevant product descriptions, the social network launched Rich Pins. This advertising format enhances the buying journey for customers by displaying real-time pricing, availability and product locations.

Data from Social Marketing Writing reveals that Pins with prices receive 36% more likes, therefore Rich Pins are an effective way to increase customer interaction. These Pins work by displaying metadata from market up pages from your website and require a simple two-step setup. Note, however, that Rich Pins do not allow users to purchase products directly from Pinterest, but direct users to your landing page, where they can buy the product.

4. Communicate your message with tasteful branding

Pinterest is the most popular social network for searching for and purchasing products. The social network welcomes brands with open arms, encouraging them to play a significant role in the Pinterest community. In fact, 75% of content on Pinterest is produced by brands and businesses around the globe.

When creating your Pin images, you are advised to incorporate tasteful branding elements in your images. This can be anything from including branded packaging, to incorporating a watermark logo that enables Pinners to immediately identify your brand when they see your products on Pinterest.

However, take care not to impose your branding too much on the image, you should stick to tasteful and subtle branding. A study by Kleiner Perkins reveals that 55% of Pinners use the platform to shop for products, compared to just 12% on Facebook, 12% on Instagram and 9% on Twitter.

It also takes 3.5 months for a Pin to achieve 50% of its engagement, meaning that your branded images will be Pinned and Repinned for months to come. You can therefore use your branded images on Pinterest as an opportunity to share your brand identity to Pinterest users and maximise your brand visibility.

The social network also encourages brands to use “Buyable Pins”, a Pin format that lets users purchase your products directly from Pinterest without leaving the platform. The best thing about Buyable Pins? It’s free to implement, as long as you’re using BigCommerce, Salesforce Commerce Cloud or Shopify.

The social network matches your product feeds to existing Pins and works out which products are already on Pinterest. The Buyable Pins are then displayed on homepage, category and search feeds as well as Pinner boards. For instructions on creating free Buyable Pins, you can consult the Pinterest guide.

5. Bring something new to the table

Pinners are in search of inspiration and new ideas when browsing their Pinterest feeds, therefore it is no surprise that tutorial, guide, DIY, and recipe Pins have 42% higher click through rates than other pins.

If you want to capitalise on this Pinterest user trend, you can create Pins that show innovative ways that consumers can use your products, or make “how to” tutorial guides with a focus on your product range. In August 2016, the social network rolled out its Promoted Video feature in the US, which became available in the UK in October 2016.

Promoted Videos further encourage this tutorial format, giving you the option to create featured Pins which are displayed beneath the videos to encourage users to click on products used in the video. According to Pinterest, 67% of the social network’s users say that videos on the platform inspire them to take action. These sponsored videos give users a more interactive and immersive experience.

6. Develop your pins with Pinterest Analystics

To help you develop your Pinterest strategy, the social network offers Pinterest Analytics. The analytics provide metrics on your audience and can help you streamline your Pinterest strategy to encourage more impressions, clicks and conversions for your business.

Pinterest Analytics display profile analytics, website analytics and also give an insight on your Pinterest audience, with an overview of demographics and interests. Having a greater understanding of your top Pins and Boards can help you to create the best content that corresponds with your audience, while streamlining your Pinterest strategy.

Conclusion

Pinterest acts as the ideal platform for retailers to gain greater insight in their customer purchasing process. The social network encourages users to take action through call-to-action buttons, promoted videos and shoppable pins, while also increasing brand visibility through the sharing-nature of the platform.

The challenge that brands face with Pinterest for online retail is keeping informed on trending topics and understanding exactly what users are searching for and when. You must adapt your Pinterest strategy accordingly, making sure that every Pin is creative, innovative and actionable.

 

By: Lengow

 

Join thousands of other Online Retail professionals

Get unique insights straight to your inbox for free, and improve your understanding of online retail. Subscribe to Online Retail Weekly now.

Data Summit 2019 scroll banner