Creative Connecting: How to Use Pinterest Properly

Growth Tactics for Pinterest

Given the potential of visual search for converting browsers into shoppers, let’s explore some growth tactics that jewelry brands can use to make Pinterest work better for them.

Start by making sure your Pinterest account is a business account. Like most social media platforms, you can also make your account shoppable for easy, quick and direct sales conversions.

Link your account and each image you pin to your website. Claim your website, Instagram and YouTube accounts to let people know where to find more of your content and to get deeper insights and analytics into how your pins are performing.

According to Pinterest, “When someone creates a pin from one of your claimed accounts, the pin will be attributed to you and your profile picture will show on all the pins saved from these accounts.”

To learn how to set up claimed accounts and other business profile settings, visit Pinterest’s help center.

Regularly visit the Pinterest Business page to get up-to-date trends, best practices and metrics on the user activity within the platform.

Also, Pinterest recently released its 2021 Pinterest Predicts report, which highlights more than 150 trend predictions filtered by audience and category. It shares user engagement statistics, search terms, and ways businesses can use trending concepts and pins in their Pinterest marketing strategy.

For example, Pinterest predicts that “Rainbrows”—defiant eyebrows instead of defined eyebrows—will trend in beauty.

It suggests: “Help pinners create their statement brow. And no matter the category [of business], all brands can keep this look in mind when casting models and creating lookbooks for photoshoots in 2021.”

Next, use eye-catching, beautiful images and videos that captivate attention and showcase the possibilities of your merchandise with a range of pins such as lifestyle and product images, as well as trend styling. Visual and video tutorials are great ways to highlight how products can be worn and styled together.

Picup Media’s Gem Lightbox is a photography tool that easily and successfully captures product images for your website, which can also be used for Pinterest.

According to Pinterest, “The best pins are visually compelling, tell a good story and make people want to learn more.” The platform provides tips for making great pins.

Also, be sure to use keywords in the descriptions.

Similar to a Google search, Pinterest relies on keywords to help searchers find what they are looking for. Use descriptors of product specifics, like the type of metal or gemstone, as well as design specifics like heart motifs, chandelier earrings, halo, rainbow, wedding jewelry, etc.

Pinterest advises, “Clear titles and descriptions help your pin get discovered in search. You can use up to 100 characters for your title and up to 500 characters for your description.”

The platform has many detailed tips on how to “Make Pins That Perform” as well as free resource guides, education and webinars.

Persephone Maglaya, CEO of The Media Socialites, suggests adding videos to your Pinterest boards: “The power of Pinterest + video = organic virality. If you pin your videos, you will be blown away by the organic traffic you’ll receive. Videos are prioritized by their algorithm!”

In the jewelry industry, 360-degree-view videos are now fairly common, so put your videos to work for you on all your social media platforms.

Maglaya agrees with Fisher that hashtags can increase visibility on Pinterest: “Use hashtags on your pins to increase searchability!” she says. “It’s a little-known, but very effective, hack.”

McCoy, of Straight Up Social, advises brands to post weekly (at the minimum) and to spend advertising budget to boost the posts.

“Share pins to your profile at least one to two times per week. At the end of every month, view your Pinterest analytics to determine your audience demographic and which pin drove the most link clicks to your website.

“From there, you can boost that post targeted to people who are engaging with your content to drive more links/clicks to your website. You don’t need to spend a lot. Start with $50-$100 and run the ad for one week to see how it performs. You can adjust from there.”

Like all social media platforms, it is important to engage with followers and other pinners.

Replying to comments and commenting on other pins is a great way to grow your community on Pinterest, as well as brand loyalty.

Lastly, Hootsuite reports that Pinterest has a strong global footprint, with a 38 percent growth in international users between 2018 and 2019. 

Jewelry is a universal language. For any jeweler wishing to increase their brand visibility in other markets, Pinterest could be a more effective tool than language-based platforms, like websites and Facebook. 

As the old saying goes, “a picture is worth a thousand words.” 

The visual medium of Pinterest, when used frequently and accurately, can be an effective tool for jewelers, driving traffic to websites and converting browsers into buyers.