Pinterest for brand positioning

First you must create a user on Pinterest. After that, click on the profile, display the tab and the option “create a free company account” will appear. That's where your journey begins. Pinterest recommends using a professional email and your real name instead of the company name for your “normal” profile, so advertisers can identify and validate you as the person behind the company. Then, when you are about to create the business account, you can add the name of your business.

Define what strategy you are going to use and create a content calendar. For example, my company is a brand of posters and art reproductions. Once a week, I will publish a photo of a shooting of my brand, another day of the week I publish a game style “what would you prefer in your house: abstract art/figurative art, painting/graphic work…”, another day I publish a video tutorial of 4 different ways to hang a picture (of course, with one of my products). It's about being creative and original and getting people to save your content. Other ideas could be wallpapers, blog posts, tutorials or infographics.

This platform is the number one in image share (pins). It is well known that a neat and attractive image will always have more impact and will be saved more times on boards. This is a great advantage for your brand: create a profile for your company and work on original content. Visually attractive images that represent the essence of your brand, challenges, any creative idea.

Pinterest is a primarily visual social network, and as a brand you must take this into account. If you create public boards in your company profile, they must be well organized. This is also part of your branding, that is, the process of building a brand focused on communication management and planning, graphic processes and positioning. On your website and outside of it, all the elements that make up your image and character must be aligned as they place you in the consumer's mind directly or indirectly. If you follow these tips, your business will be the favorite of users on Pinterest in Spanish.

Despite both social networks being image-based, the user profile and the way of using them is completely different.Instagram's audience is larger, more global and diverse, while Pinterest is dominated by female audiences and is especially successful in the English-speaking world.

Both social networks have different purposes: Pinterest is focused on discovering content, Instagram on sharing it. Pinterest seeks more long-term content, as if you took a photograph, printed it, and pinned it to your cork. On Instagram the content is more ephemeral, and this is encouraged by both algorithms.

Pinterest is a good tool to generate traffic to your website and to improve your SEO positioning. If the image you have uploaded to the social network interests the user, they will click on the pin, which is linked to your website.

Each outbound click on a pin of yours represents a visit to your website. Every time a user saves a pin of yours, it appears in the feed of the followers of that user or board, so that the chances of being seen multiply. The more saved, the more visibility for your content and the more possible traffic to the source.

Pinterest offers several options focused on sales, such as being able to link your Pinterest with an Etsy store. Since each pin has the link to your website inserted, investing in ads can be a good idea.

In the “Ads” section, Pinterest asks what your business goal is: brand awareness, video views, or increased traffic. You can also encourage the user to take actions on your website (conversions) or promote your product catalog.

Once the objectives and interests have been established, it is necessary to clarify the details of the campaign: the name, spending limits, audience segmentation (interests, ages, genders, locations, languages...), keywords... Pinterest ads They are an intuitive tool that allows you to analyze the volume of the potential audience and offers estimated results based on your budget, the offer and the date you have selected.

You choose whether you want to establish a daily or total budget and what amount. Additionally, you can choose an automatic or personalized offer. If you are not yet an expert user or it is your first campaign on Pinterest, we recommend the optimization and automatic delivery option, since Pinterest will try to get as many clicks as possible for the budget you offer.

Once the ad is published, you can analyze its performance by looking at the organic statistics (total spend, total impressions, clicks made on the link and times saved). Pinterest also gives you the option to create custom reports based on your campaigns and promotions.
In addition to creating campaigns, you can also promote a specific pin.

From the “Ads” section, you can also access your brand's catalog, create your own audiences, view ad account history, billing history, check traffic, or get to know your audience better thanks to “conversions.”

It is very important to know the tastes of your target audience to focus your content plan on what they need.

In the “Analytics” section you can study general information about your company, both demographic information about your audience and information about the pins you have published. Take a good look at the impressions of your campaigns (number of times your pins were shown on the screen), the total audience (total number of people who have seen or interacted with your pins), engagement (the times your pins have been saved, the clicks on the links…) and the audience captured.

You will find a graph with the performance of your campaigns over time and common metrics such as impressions, saved pins or engagement.
Also in “Analytics” you can discover trends by country, that is, which are the topics most searched by users (although at the moment, they can only be analyzed in the UK, Canada and the United States).

• It is a collaborative social network, so it is good that you follow similar business accounts to keep an eye on the competition and attract potential customers.
• Find the opportunity to respond and interact with your followers, like other pins, or save images from other users that fit your profile.
• Keep the format in mind: use images that are of good quality and best in vertical orientation. Interestingly, images without human faces are 23% more shared than those with them.
• Make very specific boards, use them to segment your audience.
• Optimize your account description: Describe your business in your profile and use strategic keywords.
• Create a specific board for your website where you publish the most notable articles on it.
• You can insert the Pinterest widget on your blog or on your website to make it easier for the user to share content.
• Use keywords related to your business in the titles and description of your pins and boards.
• Share your pins on other social networks such as X (Twitter) or Facebook.
• Pin on current topics and keep in mind trends and seasonal content (summer holidays, Christmas...).
• Put your product in the foreground, but don't just talk about you and your brand: offer interesting content offering solutions to problems, information and entertainment.
• As anywhere, if you use other people's photographs, don't forget to cite the source and respect copyright.
• Create exclusive offers for the most saved products, which can increase web traffic-Pinterest and vice versa.
• You can create a newsletter including which are the favorite products of your business's Pinterest community.
• Be consistent, establish a calendar of publications and topics and stick to it. But let it be open to adapt to new trends.
• Thank your audience for their loyalty and interact with the community. Pay attention to everything that is published about your business to have the possibility of a response and good communication with the client.
  
  
  If you follow these tips, your brand will have a good initial positioning on Pinterest in Spanish. This social network will increasingly have more presence in marketing. There are already many brands that promote themselves through Pinterest and take advantage of its advantages. If you need advice or develop a strategy for your business, contact us.