How to Use Pinterest for E-commerce in 2022

If you know how to use Pinterest for e-commerce, it can work wonders for you. Pinterest is not just about pins and fashion. It is a visual search engine for ideas such as recipes, home and design inspiration, and more.

Showcasing your items on Pinterest, whether you offer furniture, food, or services, will definitely increase your interaction.

how to use pinterest for e-commerce blog cover including the illustration of a woman holding a laptop in ther hand while standing

Have you ever run into a situation when Pinterest has become a phenomenon, but you don't know how it can help your e-commerce business?

We are here to provide the help you have been looking for. Whether you are a Pinterest user yourself or not, you will simply be able to create your Pinterest strategy today!

the screenshot of bar chart showing monthly active users of Pinterest between the 1st quarter of 2016 and 2022

The chart above shows the number of monthly active Pinterest users worldwide from the 1st quarter of 2016 to the 1st quarter of 2022. It basically sums up the success of Pinterest over the years. It is clearly seen that the traffic Pinterest receives is high enough to make every e-commerce owner want to start selling on it.

Why Use Pinterest for E-commerce?

Pinterest is a fantastic platform for e-commerce businesses as it allows them to visually showcase their products. Furthermore, Pinterest is an excellent way to drive traffic to your website or ecommerce. How? Keep reading.

  • Pinterest is now more important than ever for your business thanks to the advent of visual search. According to Pinterest, its Lens function can recognize over 2.5 billion home and fashion products (1.5 billion more than Google Lens). Pinterest Lens's sole purpose is to enable visual searches for items discovered in everyday life. Pinners can take photos of an object in reality and visually search for it on Pinterest using the Pinterest app's special mobile capability!

  • The average order value of sales using Pinterest is $50. This is the highest average order value provided by any social platform currently.

  • Pinterest is for everyone! People who do searches on Pinterest are not looking for specific platforms. In fact, unbranded searches account for 97% of Pinterest searches. This means that visitors are seeking fresh ideas and inspiration on the platform. We can say that whatever your store is, you will be welcomed.

  • Buyable pins helped turn Pinterest's e-commerce network into a high-quality sales funnel. Users may buy products right away without going through the awareness, decision, and purchase cycle.

  • While displaying your items to visitors who wish to buy them, you may make linkages between product pages, websites, and social networks. This means that your items are being seen by more individuals in more places.

  • Pinterest users are highly engaged since there is so much to do while surfing and curating a variety of boards. Not only are pins searchable, but boards can be shared among users to help consumers discover items and brands in engaging, visual ways.

Beneficial Pinterest Features for E-commerce

Pinterest is always improving for visitors and e-commerce owners; let’s see some of the fantastic features it offers.

Collections Slideshow

In order to encourage consumers to have larger baskets and improve average order value, Pinterest introduced "slideshow for collections".

Slideshow for collections instantly generates an eye-catching collections ad from goods in your catalog. This feature makes it simple to create lightweight, video-like hero content that is dynamically generated and personalized to each consumer.

Because Pinterest consumers like videos and they are actively contemplating and exploring many products at the same time, creating a presentation for collections is a new favorite for visitors.

Merchant Details and the Verified Merchant Program

Merchant details enable you to highlight your values on your Pinterest profile. On your profile, include brand values such as "responsibly sourced," "invested in good," and "inclusive."

You may also emphasize your affiliations, such as "Black-owned," "Latinx-owned," "Woman-owned," "LGBTQ+ owned," "Disability-owned," and others.

the screenshot of Asos Pinterest profile showing profile info and featuring 5 women happily standing next to each other, some cuddling

Above, you can see an example of how a verified merchant account looks.

Pinterest also extended the Verified Merchant Program, which assists customers in finding trusted companies. It is currently accessible in Austria, Brazil, Italy, Mexico, the Netherlands, Spain, and Switzerland, among others.

Verified Merchants receive better Pinterest distribution as well as a distinctive "verified" symbol that helps develop Pinner trust.

Idea Ads with Paid Partnership

Creators are one of the most important components of all platforms. For Pinterest, creators are offering knowledge and inspiration.

That’s why the platform is extending its tools to assist creators in making money on Pinterest, which is opening up new collaboration options for businesses and advertising.

Idea Ads are currently tested with commercial partnerships, building on the immersive Idea Pin style. This format is the result of a collaboration between producers and advertising.

The designer creates an Idea Pin and tags a brand partner. The advertiser can then market the Idea Pin as an Idea Ad.

This type of collaboration benefits both companies and content providers by allowing them to grow their material and reach a larger audience.

Idea Ads are presently being tested with a small number of artists and businesses in 15 countries, with plans to extend to larger audiences in the near future.

Instant Ideas

Pinterest also has a function called 'Instant Ideas.' This one allows the social network to propose customized pins to users in their news feed.

"Instant Ideas" is intended to give inspiration based on things seen in pin. To complete one's picture selection, one might explore a fresh inspiration feed based on a subject.

Rich Pins

Rich Pins sync information from your site to your Pins automatically. They let you add extra information straight to the Pin so that others can learn more about your products or ideas.

the screenshot of pinterest recipe pin featuring the recipe of muhammara dip of whole foods market with ingredients, serving size and necessary time to prepare

There are different types of Rich Pins that you can use:

  • Article pins include the headline, author, story description, and link
  • Product pins include real-time pricing, availability, and where to buy
  • Recipe pins include ingredients, cooking times, and serving info
  • Movie pins include ratings, cast members, and reviews
  • Place pins include an address, phone number, and map

Pinterest Widgets

The follow widget allows visitors to your site to follow you on Pinterest without leaving your site. Pinterest also provides widgets that allow visitors to save Pins or boards directly from your website.

‘Shop the Look’ Pins

Shop the Look Pins allow marketers to tag products on their Pinterest pins.

A Pin, for example, may be a photograph of a model wearing numerous things from a company. Each item in the image (the rings, bracelets, necklace, scarf, etc.) may be labeled with a link to the product's page on the brand's website.

Each tagged item is represented as a white dot on the Pin.

the screenshot of Topshop's Pinterest post featuring a woman on the left wearing a brown coat, black leather trousers, black boots and a bag

the screenshot of a woman with white dots on her clothes implying the shop the look feature of Pinterest wearing a brown coat, black leather trousers, black boots and a bag

Viewers may learn more about a product by clicking on the white dots, then buy it by clicking again. Super easy! No more seeing an outfit and wishing you knew the brand. They are one click away thanks to Pinterest’s fancy feature.

Similarly, if your Pin shows a living room with multiple of your products, such as draperies, sofas, or tables, you may tag these specific products to make it easier for Pinterest users to buy the identical items they see in your Pin.

You may still tag products from other merchants in your Idea Pins if you do not have a claimed website.

The Pinterest Tag

It is vital to track what your visitors are doing. Thankfully the Pinterest tag is here to help. When visitors click from your Pinterest ads to your site, this little piece of code that you insert into your website tracks your visitors.

Conversion events such as email newsletter signups and checkouts may all be measured.

The tag provides more precise statistics, allowing you to optimize ad effectiveness over time. You can also use it to develop specific audiences for your Pinterest campaigns.

A bespoke audience is a personalized list that allows you to easily target people depending on the parameters you select. Visitors to your website, those on your email list, and others can all be included.

Who is Your Audience?

To discover who your audience on Pinterest is, we will listen to none other than Pinterest itself. Let’s see the data on Pinterest’s visitor demographic.

  • Every month, 433 million individuals visit Pinterest to uncover ideas and be inspired to make their next buy.

  • Women account for more than 60% of Pinterest's global audience.

  • Male Pinners and Gen Z Pinners are increasing 40% year on year.

  • Millennial Pinners in the United States have increased 35% year on year.

  • Pinterest is used by 45% of Americans with a household income of $100,000 or more.

the screenshot of a bar chart showing the distribution of Pinterest users worldwide as of January 2022 by gender

Above, you may see the distribution of Pinterest users worldwide as of January 2022 by gender.

9 Steps to Follow for a Successful Pinterest Strategy

Now that you know who you are selling to, it is time to break down the steps to follow for success.

1- Set up a Free Pinterest Business Account

First of all, you will need to set up a free Pinterest business account. There are two ways to do it.

If this is your first time creating a Pinterest account or you would like to create a business account separate from your personal account, you can create a new Pinterest business account.

If you already have a personal account and would like to use it for your business, you can create a linked business account or convert your personal account into a business account.

To create a linked business account:

  • Log in to your personal Pinterest account
  • Click the directional chevron down icon at the top-right of the screen and click Add account
  • Under Create a free business account, click Create and then Create a linked business account
  • Click Create a linked account and fill out the fields to Build your profile, then click Next
  • Fill out the fields to Describe your business, then click Next
  • Select if you want to run ads, then click Next
  • Select from the list of options to Describe your business
  • Select where you'd like to start or click the cancel icon to go to your linked Pinterest business account

You can convert your personal account to a business account:

  • Log into your personal Pinterest account
  • Tap your profile picture at the bottom-right corner
  • Tap the ellipsis icon at the top-right corner and click Settings
  • Click Account management at the left of the screen
  • Under Account changes, locate Convert to a business account, then click Convert account
  • Click Convert account and fill out the fields to Build your profile, then click Next
  • Fill out the fields to Describe your business, then click Next
  • Select if you want to run ads, then click Next
  • Select where you’d like to start or click the x icon to go to your converted Pinterest business account

After creating your account, to set up Pinterest e-commerce items, you must first link and validate your website. Remember that you can only verify one website with a Pinterest business account, so select wisely.

Keep your branding consistent with your website and other social media platforms while constructing your profile. If feasible, match your username to your existing usernames on sites like Facebook or Instagram.

You should also use the same logo for your profile photo since this will help people recognize your company.

2- Set Your Goals

What are your objectives for Pinterest marketing? In 2021, the most common social goals, according to the Sprout Social Index, are to increase brand exposure (58%) and community engagement (41%).

The first stage is to set goals, whether they are to increase your following or to generate sales on Pinterest.

Because it assists you in analyzing your market and determining your company's position. It provides a framework for identifying strengths, areas for improvement, and tracking progress.

However, while defining goals, it is critical to be as realistic as possible. Pinterest's realistic goals might be:

  • Making your name known or improving brand awareness. Rather than just distributing commercial messages, growing awareness entails creating content that fosters trust and displays your uniqueness.

  • Producing quality leads and sales. Pinterest assists individuals in finding items and connecting with companies. People may be sent to your website, where you may customize their experience and collect email sign-ups, among other things.

  • Improving ROI. Pins for products can also be used to sell directly on Pinterest. You can calculate your social media ROI by tracking conversions and URL clicks.

  • Developing your audience. Experimenting with fresh means of reaching out to new audiences on Pinterest and introducing them to your organization is part of this. It also entails connecting with followers and capitalizing on industry trends.

  • Boosting involvement. According to the Sprout Social Index, 46% of customers say that firms that interact with their target audience are the best in class on social media. Experiment with messaging and material on Pinterest to capture the attention of your followers.

Choose one or two goals.

Keeping things basic may help you stay focused and develop material that meets business objectives. Your objectives should be explicit, quantifiable, attainable, and timely.

Precise objectives help you realize what has to be done. It also helps you stay organized and build more effective ways.

3- Investigate Your Target Market

The first step in Pinterest marketing is to identify your target audience.

Spend some time researching demographic data and observed tendencies to develop a mental image of your ideal Pinterest user. This will help you guide your content creation and create a tone and voice that people will enjoy.

We already mentioned the audience in the “Who is Your Audience?” section above, but you can always discover your brand's specialized Pinterest audience.

As you begin publishing and interacting on the network, you will collect audience data that you can examine in Pinterest Analytics utilizing audience insights.

It will provide you with real-time information on who interacts with your pins, helping you to better design future marketing and advertising materials.

The audience should not be your only concern, though. Examining what your competitors are doing on Pinterest is crucial.

Similarly, keeping an eye on the most popular categories is always a good idea. Currently, the most popular Pinterest categories are food and drink and home décor.

Health and fitness are closely followed by women's fashion and health and beauty.

You can also follow Pinterest’s yearly predictions. Every year, Pinterest predicts the most popular trends for the months ahead. You can see a sneak peek of Pinterest’s 2022 trend predictions below.

the screenshot of Pinterest 2022 trend predictions featuring a green curved sofa, dopamine dressing category, night moves category with huge neon mushrooms by the road and related categories

How do you think they are doing so far? Do you think it was a hit or miss? Let us know in the comments below!

4- Create the Perfect Pin

The finest Pins are aesthetically appealing, convey a decent story, and pique people's interest. It's simple to create outstanding Pins if you follow these guidelines.

If you choose to create a standard pin:

  1. Pick a vertical image: Use high-quality vertical photos to stand out in people's feeds. A 2:3 aspect ratio is recommended by Pinterest (ex: 1000 x 1500 pixels). Other ratios may cause your Pin to truncate or degrade performance.

  2. Make your brand the main actor: Put your product or service in the spotlight. Avoid employing abstract or lifestyle pictures that do not highlight your business.

  3. Include your company's logo: Put a logo on each Pin, but keep it simple. Avoid the lower-right area, which is obscured by our product symbols.

  4. Text overlay is the prose that goes on top of your Pin image to make it stand out. Keep your copy brief to ensure readability on mobile devices. Create individual Pins for each nation you intend to target so that they may be translated into the local language.

  5. Improve your Pin copy: Clear titles and descriptions aid in the discovery of your Pin in search results. Your title can be up to 100 characters long, and your description can be up to 500 characters long.

  6. Check your links: If your Pin has a link, make sure it is active and loads swiftly. The creative on your Pin tells users what to anticipate when they click. Check that it corresponds to the content and graphics of your target site.

the secreetshot of a standard pin example with a woman wearing white-frame sunglasses , name of the brand and a call-to-action

Here you can see a pin that includes everything we mentioned above.

5- Pinterest Board Organization

Board organization is important for many reasons. For instance, if you break boards down into private subsections, you may gain more followers as you will address more people. You'll be optimizing for more terms that consumers are searching for, making you more visible.

Because niche topics are widespread on Pinterest, specialty boards will be more relevant to your target population. Users can quickly assess whether or not they are interested in your board.

Below you can see Popupsmart’s landing page board.

pinterest board of popupsmart showing landing page information

Separate Pinterest boards may be used to promote different types of things to different audiences. For example, if you sell clothing, create boards for different styles (such as dresses) or brands.

If your business does not have physical products, create boards for events (like weddings) or places (like New York City). You may also create sections, which are basically boards within boards, to aid with organization.

Pin items from your website onto the appropriate board(s). If your site has product pages with photos, use these photos instead of stock images from Google Images, so they will look more authentic to users who follow your account.

You can also consider posting content that isn't directly related to your products but could help build brand loyalty among potential customers.

6- Determine a Publishing Timetable for Consistency

The magic word for success is “consistency”. It applies to Pinterest as well. You should continuously publish on Pinterest. There is no hard and fast rule about the number of pins you should publish each day.

Some websites suggest one to five, while others suggest 15 to 25. The simplest way to think about it is as you would any other social media platform: if you pin too little, your followers will lose interest. You risk overwhelming them if you pin too many objects.

The safest way is beginning with what you are capable of handling in terms of time and new pin content ideas. As you post, you can always take a look at your Pinterest Analytics data to do touch ups on your strategy.

According to Hubspot, the best time to post on Pinterest is between 6-9 pm. The second most popular time is noon to 3 pm, selected by marketers surveyed in construction, financial services, agriculture, food and beverage, chemicals and metals, consumer product manufacturing, plus travel and hospitality.

(Also see: Best Time To Send Marketing Emails with Case Studies 2022)

Remember to always observe the time range that has more engagement. If blogging five times per week throughout the day increases reach and engagement, post more frequently during that time range.

If other times produce less favorable results, experiment with alternative times and pin frequencies.

Note that your audience is not the only one expecting consistency. Regularly pinning stuff also alerts the Pinterest algorithm that your account is active. This is critical on any social media site since more active accounts are more likely to appear in other users' feeds.

7- Run Pinterest Advertisements

Promoted pins can feature photographs or videos and seem similar to regular pins, with the exception of a little "Promoted" tag at the bottom.

In order to use Promoted Pins, you should:

  • Pick a pin that you want to be seen in relevant searches.
  • Set up targeting to make the interested people see your pin.
  • Pay when people click through to your website.
  • Track your campaign to see how it is doing and make necessary changes.

8- Write SEO Optimized Descriptions

SEO optimized descriptions mean:

  • Making use of natural language
  • Being genuine in the product description language
  • Attempting to avoid needless words
  • Incorporating bullet points towards the end of the description (if applicable)
  • Providing the most crucial information only
  • Keeping duplicate content at bay

Also, note that anything that seems excessively spammy may do poorly in the algorithm.

9- Use Alternating Content Formats

There is no one optimum content format to utilize on Pinterest. It will differ based on the sort of content you provide. However, employing high-quality photographs, infographics, and videos, as well as generating pins that are easy to absorb, are some basic ideas that may be useful.

Pinterest is just a visual search engine that encourages the discovery of new information. You must be strategic in your visual sharing because there are millions of images to sort through.

Visitors who have taken the time to read your content may benefit from visual material to assist them in comprehending it better and reduce misunderstanding. Simply, visual communication is more interesting than other forms of communication.

To create more leads, move customers through the sales funnel more quickly, differentiate yourself from the competition, and categorize the type of content you'll publish on Pinterest. You might, for example, share:

  • Blog postings to provide researching users with additional in-depth information to explore
  • Product updates to highlight new product launch
  • Videos that demonstrate how a product works

the screenshot of a Pinterest board by Tasty showing different kind of desserts including video pins as well

You can see above an example of a board including video pins.

Pinterest's Impact on Customers’ Purchasing Decisions

One of the primary reasons marketers should consider Pinterest as a go-to platform is its enormous effect on consumers' purchasing decisions.

If you're still not convinced, take a look at this interesting Pinterest shopping statistic: 82% of active Pinterest users claim to have purchased things based on the brand's content on the site. That actually makes 8 out of 10 Pinners!

The site is helpful for consumers to not only discover new things but also to shop for products they enjoy.

According to Pinterest Media Agency Advertising Guide by Highspot, when compared to other platforms, Pinners are 55% more likely to purchase a product after seeing an image or video on Pinterest.

Another interesting Pinterest statistic on consumers' habits is that 98% of Pinners have also stated that they have tried new goods that they have discovered on Pinterest, indicating that Pinterest users are receptive to trying out new and exciting products (or brands).

Before You Leave…

Pinterest is a powerful marketing tool that can help you automatically improve brand awareness, conversions, and sales, as well as develop long-lasting connections with your target audience and buyers.

You can achieve all of these objectives for your company by utilizing the Pinterest marketing tactics we outlined as well as the different tools and resources available to help you thrive as a brand on the platform.

So, create a Pinterest business account and begin posting original and fascinating content to market to your clients and followers.

Successful businesses are built on great marketing, and Pinterest is an excellent tool for those who make their living with e-commerce. As long as you don't expect an overnight payout, there's no reason why you shouldn't see a steady increase in your sales over time.

After all, what doesn't sell well online?

Do you have a Pinterest business account? How does it work for you?

Meet me in the comments section below!

Happy pinning!

Frequently Asked Questions

Can You Sell on Pinterest if You don't Have a Website?

Yes! You may sell on Pinterest without having a website. This is simple to accomplish with affiliate marketing. You should add affiliate links to the URL field in each of your pins. You may get paid a commission if someone makes a purchase as a result of it.

How Much does it Cost to Sell on Pinterest?

You may create a Pinterest account for either a person or a company. Creating a profile is completely free. However, if you have a business account, there are advertising or features that will cost you money if you want to add features that will drive people back to your site, enhance engagement, and even develop brand awareness.

How do I Get a Blue Checkmark on My Profile?

Verified Merchant Program brands have blue checkmarks on their profiles. The Pinterest team vets Verified Merchants and grants them access to exclusive shopping features. To participate in the program, you must have an active catalog and a Pinterest tag. You must also follow the merchant guidelines.

Where Can I Get Ideas to Sell on Pinterest?

You can check out the Pinterest business page where they provide ideas to businesses wishing to sell their brands and goods on the platform in order to attract more businesses to advertise on the platform.

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