Content Strategy on Pinterest: 5 tips from Mathilde Jais

Mathilde Jais, Head of Growth Southern Europe for Pinterest, explained how to realise a Content Strategy on Pinterest, which can inspire users and brands.

“The right place for your ideas”: this is the message that greets users who land in the area dedicated to the use of Pinterest by companies. With more than 300 million registered users and 200 billion pins saved worldwide, Pinterest is certainly the platform that is experiencing the greatest expansion but is still only marginally included compared to Facebook, Instagram or LinkedIn in one’s communication strategies.

Unlike the latter, however, Pinterest is not a simple social network, but rather a personal media; a veritable search engine where people can discover creative ideas for everyday life. This platform is ideal for all businesses in the beauty, design, food or DIY sectors . With83% of users claiming to have made a purchase based on brand content seen on the platform, Pinterest also ranks as one of the most profitable advertising platforms on the market. Its algorithm, unlike Facebook’s, is designed to encourage better content and to direct users directly to brands’ websites. Pinterest’s ads are suitable for all types of companies: large or small, global or local. Thanks to the variety of advertising products offered, it allows you to show ideas and products to the right people at the right time.

We had Mathilde Jais, Pinterest’s Southern European growth manager, tell us about all the advantages that every company and marketing director should know about in order to take advantage of this valuable resource right away.

#1 What content works best on Pinterest? Which sectors lend themselves best to this platform?

Pinterest is the ideal place for all creators who want to bring their business to life. Within the platform, you can access one billion ideas covering a variety of categories: popular sectors include fashion, beauty, interior design, food, travel and DIY.

#2 What features should be monitored? Which metrics?

By implementing the best practices contained within the Business section, creators can reach that audience looking for an idea, an inspiration, or a new item to buy. In fact, 90 per cent of users say that Pinterest has a strong influence in the choice phase, giving them ideas about which products to buy. For this reason, Pinterest has developed and updated four tools:

• automatic RSS publishing;
• scheduling and Pin creation;
• video uploading;
• Pinterest Analytics

Video is one of the formats to which Pinterest is paying most attention. In fact, the advantage of videos lies in their ability to tell stories in an authentic and immediately comprehensible language, capable of quickly capturing the attention of all users in search of new ideas. To date, the most sought-after video topics concern the world of wellness, such as fitness training examples, beauty and fashion tutorials, DIY projects, recipes and, more generally, all videos that fall into the “how-to” category . To publish videos, you need a Business account and simply click on the ‘+’ sign in the Pin Generator.

#3 What are the key metrics to track on Pinterest?

Pinterest Analytics is indispensable for understanding the results obtained from Pins, both organic and paid. It provides statistical data on the account and allows creators to find out how users interact with content, display the most popular Pins and ads in order to create an increasingly efficient media strategy. Every business account has access to statistical data on its profile by clicking ‘Analytics’ on the settings menu or directly at the link: analytics.pinterest.com/

In general, we recommend using Analytics immediately after you have set up your Business account correctly and entered your website. You can also convert your personal profile into a Business account.

#4 How much should we invest in advertising to reach our goals?

Pinterest ads allow you to expand your coverage on the platform. Sponsored Pins are the best way to give your Pins more coverage and increase their reach. The fastest way to advertise on Pinterest is to promote any suitable content directly from the Pin. Once you have created an effective Pin, you can promote it to reach users looking for ideas that match the creators’ content even faster. In Pinterest we have an extensive section on sponsoring strategies and best practices.

#5 Why Pinterest over Instagram?

The main difference lies in the fact that Pinterest is more like ‘personal media ‘ than social media. People come to Pinterest for inspiration independently.

In fact, on Pinterest, people actively search for visual advice or to get new creative ideas such as which hairstyle to get next, which sofa to buy to give their living room a more contemporary look. Most of the ideas on Pinterest are saved by brands, bloggers and website publishers. This means that these professional creators make the main contribution to the inspirational content on Pinterest.

Therefore, brands have a vast ground to stand on precisely because the people who arrive on Pinterest are already ready to take action. They browse the feed to find inspiration, but also search for topics of interest to them and click on pins to find out more information, potentially arriving at your site in just a few steps.

Want to tell your brand on Pinterest?