This platform is differentiated by its strong visual component, where users can explore, share and save content that meets their needs, questions or interests. It is a platform that responds to the desires and needs of individuals who are often looking for new ideas and inspiration for many areas of their lives. This is where it is possible and relevant for organizations to strategically position their offers through the user search process.

To be able to perform on this platform, follow our key tips:

To perform well on any platform, it is essential to gather some information to be sure you are strategically positioned. It is important to conduct research to know the characteristics and behaviors of the platform’s users and determine if they could be potential buyers. For example:  

• Are they predominantly female?   
• What is the average age of users?   

 After determining whether or not it was relevant for your organization to get on Pinterest, it’s time to build your target audience on the platform and identify their needs. This is where you need to think about the best content strategy for your business to stand out from the competition and make your brand shine. Ask yourself the following questions:  

• How will you integrate your offering with the platform?   
• What are your consumers’ needs?   
• How do your products/services meet those needs? 

After determining your audience and positioning, it’s now time to think about the type of content you want to publish.    

Visuals on Pinterest are mostly about aesthetics and inspiration! There are several possible formats and we advise you to vary the type of content you post to differentiate yourself and align with the algorithm. For example, you can create an image with 5 tips for achieving successful positioning on Instagram. Individuals searching for marketing tips on the platform will then be directed to your content. Unlike other platforms, Pinterest allows you to link published content to external links. This is therefore a great opportunity for you to link your visual to your blog post on available on your website. This way, in addition to encouraging engagement on the platform, you can increase traffic to your website.   

You can also make a video of your product in action. On Pinterest, short videos of 30-90 seconds are the go-to format to get and keep consumers’ attention. 

The important thing is to put your offer forward in a smart way, positioning it as a solution or answers to your audience’s questions on Pinterest. 

Pinterest users are looking for inspiration. New recipe ideas, fashion inspiration for a trip, budget decorating solutions, marketing tips on content creation, etc. Categorizing your content in a logical and relevant way then becomes crucial to making it easier for consumers to find information. Make it as simple as possible for them, they’ll appreciate it! 

On Pinterest, users as well as companies have the ability to use the “Pin” option to save or organize content they find useful. With this feature, “pinned” content can be saved by topic (exactly the same way you create your playlists).  

Our advice is to organize the content you publish by broad categories so that users can easily detect what they are interested in. These boards will capture consumers’ attention, as well as provide them with multiple answers, all in one place. They will then be able to self-save your content based on their interests.    

In order for your “pinned” posts to perform well, it’s important to properly identify them. Using keywords and descriptions that clearly label the topic you’re talking about will significantly improve your SEO in the Pinterest search engine. 

Pinterest is a platform with multiple possibilities! In a digital world where individuals are flooded with thousands of advertising stimuli a day, promoting your offer in a more discreet way is a winning strategy. By positioning yourself as the solution to their questioning, you let the consumer come to you in a more organic and natural way, a strategy with an interesting return on investment for organizations!