Spring 2023 - 70

RETAIL OPERATIONS
The Power of PINTEREST
BY CRYSTAL VILKAITIS
Contributing Writer
P
interest is an undeniably powerful tool for
retailers to grow their businesses.
In The
Power of Pinterest: A Retailer's Guide to
Success [Part 1], you learned why store owners should
care about Pinterest and the types of content that
perform best on this platform. In Part 2, let's dive into
the best ways to leverage pins to find your perfect
customers to sell to.
HOW TO CREATE GREAT PINS
First and foremost, you should know that the
best pins are timely and relevant to your followers'
interests. Using the Pinterest Trends tool allows
you to see popular trends for a specific keyword or
search term, what types of pins are getting the most
engagement, and information about the demographic
searching for each trend.
What's more is Pinterest Trends' newly expanded
features help advertisers get deeper insights into
Pinner behaviors to inform campaign planning. So not
only will you be in-the-know on what trends your
audience loves, trends by demographics and seasonal
trends, but the new API for Conversions provides a
more comprehensive view of campaign performance
to measure the actions those audiences take on an
advertiser's site. Learn more about how this tool helps
retailers at trends.pinterest.com.
Knowing the latest Pinterest trends is also essential
for generating traffic to your site. It's important to
find out what topics are trending right now and be
able to offer up content quickly. For the past two
years, Pinterest released an annual trends report
called " Pinterest Predicts " - a predictive look at
what will be trending in the year to come across
various industries based on people's pinning and
search activity. Check out the current trends at
business.pinterest.com/pinterest-predicts.
Another important step in creating great pins is
identifying influencers in your industry or niche who
might be willing to help promote your products by
pinning them on their boards. If they repin from your
board onto their own, they're essentially giving you
a shoutout! Consider reaching out to these influential
people with the intention of setting up an affiliate
partnership agreement.
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WINTER 2023 GIFT SHOP® PLUS
SPRING 2023 GIFT SHOP® PLUS
MAKING THE MOST OF PROMOTED PINS
Promoted Pins are one of the most powerful tools
available to retailers on Pinterest. Essentially, this is
a tool that allows you to pay for your pins shown in
different places across the site, such as on a user's
home feed or when they search for something specific.
To get started with Promoted Pins, head over to
their dashboard and set up an account. Then, click
on Create Campaign (found under Ads) and complete
some basic information about your store. You'll be
able to choose what types of things interest people
who visit your boards and upload some images from
those boards so potential customers know what to
expect if they click through.
IMPLEMENTING IDEA PINS
Almost every social media platform has rolled
out some version of Short Form Video, which is
essentially a full-screen video that's 90 seconds or
shorter. An Idea Pin on Pinterest can be compared to
Stories on Instagram. It allows retailers to upload up
to 20 photos/videos and use them as individual slides
or combine them into one longer video.
Idea Pins can grab and retain attention by telling a
story about a product or service. The viewer can click
through the multi-slide post versus scrolling down
their Pinterest page of curated posts. Consider sharing
a product video in an Idea Pin, then using several slides
to show up-close detail and product information such
as quality, material, size/fit, availability and price.
Like the ever-changing features on so many social
media platforms, Pinterest is integrating Idea Pins
with AR (Augmented Reality) features so customers
can " try on " items. Continue to expect Pinterest to
evolve its platform as it creates more features and
tools to help retailers reach, connect with and sell to
its users.
Learn more about our Gift Shop®
page 10.
Plus contributors on
A Retailer's Guide to Success
[Part 2]
The key takeaway to creating great pins? Use
Pinterest Trends and partnerships to create a strategy
for what and when you pin in order to make the most
of your company's presence on Pinterest.
http://trends.pinterest.com http://business.pinterest.com/pinterest-predicts
Spring 2023

Table of Contents for the Digital Edition of Spring 2023
