Nearly 9 out of 10 Pinners turn to Pinterest for shopping inspo. So, if the platform isn’t part of your brand’s e-commerce strategy, you’re missing out on big opportunities for more customers and higher sales.
It’s easy to see why the online shopping playground drives conversions. Pinterest is a positive digital space built for product discovery. It cuts out the noise that comes with other social platforms and focuses on the fun stuff — like crafts, projects, and beautiful products.
Ready to unlock Pinterest e-commerce glory and increase website traffic and conversions through the platform? We’re here to help with a mix of organic and paid promotion tactics for e-commerce brands on Pinterest.
Make Pins shoppable
Many people use Pinterest exclusively for shopping. In fact, the amount of time spent shopping on Pinterest is higher than any other social platform. The number of users who are active shoppers — 50% — is over twice as high as on other social platforms.
So give Pinners the shopping experience they came for by making your brand’s Pinterest account a digital storefront.
- Pinterest catalogs enable merchants to upload their website products to the platform, which turns them into Product Pins. Catalogs essentially extend your online store to Pinterest and its massive audience of shoppers.
- Shop tabs consolidate all the Product Pins generated from catalogs into one convenient section on your brand page. Categorize your products and optimize them for keyword searches using relevant hashtags. These Pins also show up when Pinners search in shop mode, which displays only shoppable Pins.
Pictured above, Ulta Beauty’s Shop tab populates the brand’s Product Pins and organizes them by their respective categories. Individual Product Pins are then featured below with corresponding titles, star ratings, and prices.
Bazaarvoice customer The Container Store (TCS) is consistently recognized as a top brand on Pinterest. It’s constantly crushing the game with its content organization, tasteful branding, and variety of custom and curated content. TCS also knows how to rock the Shop tab. Pinners can browse their catalog organized by category and click through to product pages for instant purchasing.
Image from Pinterest
The above example from The Container Store shows the anatomy of a well-executed shoppable Pin. There’s subtle branding in the bottom left corner, an attractive focal point, a detailed description with target keywords, and a link to the product page to purchase.
Boost engagement and conversions with user-generated content
Encourage UGC as a part of your Pinterest e-commerce strategy, and Pinners will be more likely to interact with and discover your brand.
- Host contests to crowdsource content. Generate high-quality UGC by asking Pinners to submit Pins and boards. Use a hashtag for the contest and pin all submissions to a dedicated board. Reward the winners with a free product or service.
- Share UGC to your own Pinterest boards. Reciprocate the UGC love to your followers by repinning their content to your brand’s boards. The UGC will be in an easily accessible location, and you’ll encourage more of your brand’s UGC by cross-promoting other Pinners’ content.
- Pin reviews. Create custom Pins of high-rated product reviews. It’s the perfect way to show off all your happy customers and entice new ones. Customer reviews are essential for serious e-commerce players because they have a huge impact on purchase decisions and brand trust.
- Cross-promote Pinterest UGC on your website. Beyond repinning content, showcase Pins of your brand throughout your website. With Bazaarvoice Galleries, you can beautifully display these images on product pages and other landing pages.
- Make your website pinnable. Create more opportunities for UGC with Save and Follow buttons.
Bazaarvoice customer Boux Avenue spotlights their fans’ UGC with Bazaarvoice Galleries on their home page, pictured above.
Post a variety of visually optimized content
Because Pinterest is a visual platform, high-quality, vibrant imagery is critical to stand out from the crowd and appeal to scrollers. Make your Pins look their best for each type of format.
- Video Pins: Video is currently where it’s at on Pinterest. Video views increased by 100% in Q4 2020, while total video uploads in 2020 increased by a whopping 800%. To optimize video Pins, make sure the videos clearly state what they’re about from the start, are 15 – 60 seconds long, explain content with text overlay, and have a bold cover image.
- Idea Pins: Idea Pins are like Instagram Stories, except they don’t expire after 24 hours. They tell a story in several different frames with static images and videos. For the best-performing Idea Pins, create original content, lead with video, use text overlay, and show your brand’s personality and faces.
- Product Pins: Product Pins include metadata like pricing and other details related to items for sale. Pinterest catalogs produce them automatically, or they can be created as a type of Rich Pin. Pinterest pulls from your product pages for Product Pins, so make sure the selected product image is high-quality, includes branding, and the information about the product is clear and accurate.
- Article Pins: Create standard or Rich Pins that link to featured blog posts. Standard Pins should be vertically aligned, have the brand as the focal point, contain your logo, and include text overlay (which, in the case of Article Pins, should be the title.) Rich Pins will automatically include the title and other metadata, so it’s clear that the Pin is for a blog post.
- Infographics: Infographics should be optimized for Pinterest the same as other standard pins. They should be vertically aligned and include branding, the logo, and clear and easy-to-read text details. Colors and designs should be simple and clean.
Consistently posting different types of Pins will keep your current and prospective Pinterest audience interested and show off your brand’s range.
Optimize Pinterest content for search
Optimize your Pinterest content so it’s more likely to appear on the platform’s search results for your target customer.
- Target keywords: Include your primary target keyword, like “summer outfit,” in the Pin and board titles and descriptions. More descriptive, long-tail keywords like “blue crop top” should also be included in Product Pin titles and descriptions.
TIP: A good way to select your target keyword is to see what the trending searches are for different categories that appear as recommendations in the Pinterest search box.
- Categorize: Improve relevancy and overall user experience by organizing Pins by category. Do this for all Pins, including Product Pins in your Shop tab and organic Pins. This will ensure the right products match what users are searching for.
Become a verified merchant for prime Pinterest e-commerce access
Move over Facebook and Instagram. The coveted blue checkmark has now extended to Pinterest. With the new verified merchant designation, Pinterest encourages stronger brand trust and authority, increased exposure on Pinterest, early access to new features, and exclusive insights.
This designation is more than just a status symbol. Pinterest grants the award to brands based on their customer service standards and quality. It developed the verified merchant feature to improve its overall shopping experience and make its priorities clear to Pinterest e-commerce merchants.
To qualify as a verified merchant, businesses on Pinterest have to upload their inventory as Product Pins using Pinterest catalogs. They must also install the Pinterest tag on their website, a piece of code that tracks Pinterest ad performance. And most importantly, they must follow merchant guidelines, ensuring they uphold Pinterest’s high quality of standards.
Use shopping ads to increase revenue
Along with creating organic content, catapult your Pinterest e-commerce strategy by investing in ads on the platform. These promotions have a superior value — the cost per conversion is 2.3 times lower with Pinterest ads than promotions on other social media platforms.
Plan your Pinterest ad campaigns according to your business goals and what types of content best support them. Any type of Pin can be promoted as an ad. Start with the most effective content types for engagement and conversions.
- Video ads: Dedicate some ad dollars to leverage the booming Pinterest video trend.
- Shopping ads: Shopping ads promote your Product Pins with a special price tag icon presented high in search results that tempt users to click — and, ultimately, buy. The first step in executing a successful Pinterest shopping ad campaign? Convert your online store into Product Pins via Pinterest catalogs. Next, categorize Product Pins so they appear in relevant searches, increasing their impact.
Measure Pinterest e-commerce success with analytics reporting
Pinterest offers in-depth and sophisticated analytics tools to examine what types of ads and content perform the best. From this reporting, you can pull insights about how you should adjust your Pinterest ad approach.
If your brand runs ad campaigns on multiple platforms, navigating between them can be a headache. Let us relieve the pressure. At Bazaarvoice, we can easily multitask for you. Our social insights tools combine and compare Pinterest ad performance with other platforms — all in one dashboard.
Manage your Pinterest e-commerce strategy with Bazaarvoice
E-commerce, brand, and social media managers rejoice! You can create, schedule, publish, and analyze all your social media content in one place with Bazaarvoice social publishing. With combined powers, this tool recommends the best time to post on Pinterest according to user activity. It also reports on key performance indicators to help you analyze your Pinterest e-commerce strategy.
There’s even a Media Library to conveniently store all Pinterest content in one organized location!