How to Use Pinterest for Business: Strategic Beginner’s Guide

Pinterest is arguably one of the biggest image-based search engines there is, and in the top five most-used social networks — and it’s a great tool for brands to build their brand awareness and meet their customer during their purchasing journey. 

Some social marketers promote content on Pinterest knowing it’s a visual-based platform they can use to reach their users. Still, there are also several features exclusive to using a Pinterest for Business account ¸— and if you’re going to post anyway, why not use every (relevant) tool at your disposal? 

Crafting an effective Pinterest marketing strategy requires more than just engaging visuals (although this is a big part). Brands need to understand the mindset of their target audience and which visuals will convert pinners into customers. Whether you’re an apparel, home decor, or automotive brand, you need to curate your Pins to meet your customer at each point of their buying journey. 

Unlike other social channels, users come to Pinterest with purchase intent — over 90% of weekly pinners make buying decisions based on their Pinterest feed. 

If you’re thinking, “where do I even begin?” First things first, leverage all that Pinterest’s Business Account has to offer.‍

How to Set Up a Pinterest for Business Account

1. Create a Pinterest for Business Account 

This step is for brands without an existing Pinterest account. To create a Pinterest for Business account, visit the Getting Started section of Pinterest Business.

• Click: ‘Create a business account’ 
• Enter you details, then click ‘Create account’ 
• Complete your profile, click next
• Select if you’d like to run ads 
• You’re done! Or, upload your catalog so Pinterest can use your product feed to tag your Pins. Users can also access the Catalog from a ‘Shop’ tab if accepted into the Verified Merchant Program to maximize their conversion opportunities.

2. Switch Your Existing Account to a Business Account 

If you’ve been using a personal account for business purposes, you don’t need to start anew — and you’ll keep your existing Pins and followers. 

To do this: 

• Click the arrow in the top-right corner,
• Select ‘Settings’, then ‘Account management’ on the left side of the screen,
• Select ‘Account changes’, then ‘Convert to a business account’, then ‘Convert account’,
• Fill out the profile fields,
• Select if you’d like to run ads, then the account switch is complete.

3. Add a Business Account to your Current Personal Account 

If you simply want to add a Business Account to your existing account, you can: 

• Click the arrow in the top right screen,
• Click ‘Add account’, then ‘Create free business account’,
• Select ‘Create a linked business account’, 
• Hit ‘Create linked account’,
• Customize your account: Fill out account information, whether or not you want to run ads, then select an option from Pinterest’s dropdown list to Describe your business.

How to Post on Pinterest for Business

So you’ve created your account, and now it’s time to post — here’s how to get started: 

• Select a photo (be sure to use the right photo specs and sizes) 
• Click the ‘+’ found at the bottom-right screen 
• Either upload or drag a photo into frame 
• Be sure to add a title, description, link, and any relevant product tags

5 Pinterest for Business Tips

Being successful on Pinterest involves more than just sharing content and hoping for the best — especially if you’re used to a typical Pinterest account, there are a lot more features to take advantage of, and ways to optimize your content so it reaches as many people as possible. 

From popular food brands, to wedding brands like BHLDN, every Pinner should keep some essential tips in mind to maximize their Pinterest account’s potential.  

Here are five tips to be successful on Pinterest for Business:

1. Upload your catalog

If you’re selling a product on Pinterest, you should definitely upload your e-commerce product catalog — this makes it easy for Pinterest to pull in your product tags in ads. 

2. Try Idea Pins 

These are multi-page Pins that let you inspire your audience, and typically perform better in video form. Be sure to include a list of steps for users to execute your ideas, and tell a story — and incorporate these other Idea Pin tips. 

3. Become a Verified Merchant 

You must apply to become part of the Verified Merchant Program, and if accepted you receive: a verified check on your profile, merchant details, price availability for products in Pins, and a ‘Shop’ tab. Some caveats — your account must be at least 3 months old, and your website must be at least 13 months old. 

4. Create an Advertiser Account 

Want to put paid ads on Pinterest? You’ll need to create one more account. To do this:  

• Select ‘Ads’ from the top left corner,
• Click ‘Overview’, 
• Once in the Ad Manager, select ‘Create new ad account’,
• Choose your account name and country,
• Set up billing and account information,
• Select save.

5. Pay Attention to Competitors 

While you should try to stay true to your brand’s unique vision, it’s helpful to see what the best retail brands on Pinterest and other brands are doing so you can stay on top of trends and what resonates with audiences.

Pinterest for Business Terms to Know

If you’re completely new to Pinterest, the different types of Pins, accounts, and more can be an absolute whirlwind. Here are some essential terms to know that will help you navigate your business account and make creating, sharing, and promoting your content a lot easier.

Familiarize yourself with the following terms before diving into your business account: 

• Board: Groups of categorized Pins — you might want to group Pins by holidays, product type, different types of inspiration, etc. 
• Catalog: Your product feed 
• Collection ads: Slideshow or video content that appear as ‘Similar products’ for users seeking out product Pins similar to yours 
• Pin: An image or video shared on Pinterest 
• Pinning: The act of posting Pins to Pinterest
• Verified Merchant Program: Gives your business account a verified ‘check’ that appears on your profile to increase trust with consumers and pinners 
• Video Pins: A single video with a cover image.
• Repin: Reposting an existing Pin to your account
• Rich Pins: These Pins pulls in information from your website to produce three types of rich Pins — product Pins (product availability from your site), article pins (blog posts), and recipe Pins (recipe details). 
• Shopping ads and Pinterest Shop: Paid ads that appear on user’s feeds that include availability, pricing, and reviews ‍
• Try On Pins: This feature is only available in select regions, but it allows users to virtually try on products via mobile.

How to Use Pinterest for Business with Dash Hudson

The key to making the most of your Pinterest Business account is to track and analyze your account metrics — which is easy with Dash Hudson. 

First, link your account to Dash Hudson — once your Pinterest for Business is connected you can:

• Use the scheduler to post Pins (and post all your social content from one convenient location), 
• Receive AI-driven insights to help your social marketers easily determine which photos and videos will have the most success,
• Analyze your Pins and customize data with filters to organize insights from boards, Pins, categories, dates, e-commerce (helpful if you’re running ads), and more.

FAQs

What’s extended search or targeting on Pinterest?

Extended targeting on Pinterest (also sometimes referred to as extended search) sends signals to other Pinterest users who are likely interested in your Pins. For example, if your ads fall under ‘beauty products’ and ‘makeup’, extended targeting might also show your ads to users who search for ‘makeup organization’ or ‘vanity inspo’. 

Is Pinterest for Business free?

Yes, Pinterest for Business is free — however, users must have a credit card to create a ‘Pinterest Ads’ account. 

What’s the difference between a Pinterest for Business and a ‘regular’ Pinterest account? 

A Pinterest for Business account gives you access to all different types of pins including Rich Pins, Collections Pins, Video Pins, and Try On Pins. A ‘normal’ Pinterest account lets you make static Pins and Idea Pins.