Guide to Pinterest Marketing for Shopify
With its visual-first design and an avid user base, Pinterest is a great social media platform for most online stores. With more than 320 million monthly active users, the platform is great to market your brand in a visual manner and reel in audiences based on your enticing product images alone.
From sharing content for organic growth to running ads on the platform, merchants have many opportunities to bring in purchases through Pinterest. In this guide, we’re giving you all the information you need to effectively run marketing campaigns on Pinterest and use the channel to increase Shopify sales.
Table of Contents
Pinterest is a social media platform that lets shoppers search for visual content and save these images in the form of pinboards. If you’re new to the platform, here’s a quick glossary to familiarize you with the common terms used when talking about Pinterest marketing:
- Pins: Pins are bookmarks that people use to save ideas they love on Pinterest. People can search for them, save the ones they like, and click on a Pin to learn more.
- Pinboard: Consumers usually add specific pins to a specific pinboard. Each pinboard is a curated collection of images saved by the consumer. For instance, a consumer may be ‘pinning’ images for their home renovation with a pinboard named ‘Home Decor’.
- Pinning: This is a verb that describes the action of adding an image to your pinboard.
How Do Shoppers Use Pinterest?
Consumers initially started using Pinterest to get inspiration for their home decor or their wardrobe styles. As the platform grew, people started to share where they bought specific products, making it easier for consumers to find the exact item they were envisioning themselves using.
Now, shoppers can save pins within their boards named ‘Wardrobe’ or ‘Home Decor Ideas’ and then later even click on the Pin to be taken to the online store selling the exact item. This allows online sellers to put their products in front of shoppers who are actively searching for these items and leverage this visual-first platform to acquire new shoppers.
What is Pinterest Marketing?
As a business owner, you can set up Pinterest marketing to start acquiring new traffic and customers on your Shopify store. Pinterest marketing is a form of marketing that lets you use the social media platform to grow your reach and increase traffic to your Shopify store organically or through ads on the platform.
Since consumers are already looking for inspiration for their lifestyle, your brand’s pins can help them visualize how your product is perfect for them to purchase and add to their life. In fact, Pinterest is 4 times more effective at generating sales than any other social platform.
But, if you’re still unsure of just how effective Pinterest is, we’ll give you a few reasons why Pinterest marketing is right for almost every Shopify store.
Benefits of Pinterest Marketing
1. Tell a visual story
Since Pinterest is made up of images, you can use the platform to build a narrative around your brand and show how your product will fit into the lives of your audience. Since consumers remember visual ideas more vividly than any text communication, you can surely leave a memorable impression on consumers scrolling through Pins recommended to them.
2. Humanize your brand
Social media provides shoppers with an honest look into who the brand is. Use Pinterest to give shoppers an authentic look into how your products are used by consumers just like them.
Such Pins are sure to humanize your brand and let shoppers relate to your products better.
3. Give inspiration
Set up pin boards to inspire shoppers on how to use your products. These can be artworks to show how your paints and brushes work or a single dress styled in multiple ways.
By showing different functionalities for one product from your inventory, you can build confident within your Pinterest audience about how purchase worthy your product is.
4. Acquire new audiences
Online consumers have different preferences so the shoppers you see on Pinterest are sure to be new to your brand. By building your brand’s visibility on the platform, you can successfully tap into a new set of audience and build relationships with people already interested in products you sell.
5. Drive traffic to your website
You can link your Pins back to your product page so that Pinterest users interested in the product can directly head to your Shopify store and buy the item.
Unlike platforms like Instagram, visual shopping is easier since shoppers just need to click on the image to be led to the product page.
6. Understand interests
When sharing content around your products on Pinterest, you can use the engagement to understand how shoppers are responding to different products. With this insight, you can come up with new product ideas and even promote highly engaged products more frequently for better reach.
Getting Started With Pinterest Marketing
Now that you’re convinced to set up Pinterest as a marketing channel for your Shopify store, setting up is as easy as it gets. These are the 6 steps you need to take to set up Pinterest marketing and start growing your reach on the social platform.
1. Set up your business account
Before you start marketing your products on Pinterest and creating pinboards, you need a business account. Creating a business account on Pinterest is easy and free.
You can create your business account here. Following this, you can include a link to your website, choose your category, and describe the type of brand you are. If you specify that you sell on Shopify, one of the first steps that Pinterest shows you is the option to import your products from Shopify.
You will then be led to the Pinterest app in the Shopify App Store where you can add the app to your Shopify account. Once connected, you’ll have all the business tools at your fingertips to promote your brand on Pinterest.
2. Create and share unique images and videos
Now that you’ve set up your account, you can start sharing images and videos on Pinterest! Pins are shown to audiences on their home feed based on the content they have previously interacted with, when users search with specific keywords, or as ‘Related Pins’ under other similar pins.
When sharing Pins, keep these tips in mind to increase engagement on your Pins:
- Share Pins that are visually appealing and make shoppers want to save it or engage with it.
- Add fun elements with image editors like Canva like a frame or illustrated elements.
- Test out different types of Pins for your products— product focus images, video of styling your product in multiple ways, product in context or inspiration images, etc. This can help you tap into different audience interests.
- When sharing videos, keep it between 6 to 15 seconds so that you don’t lose audience interest.
- Audio is usually muted so share videos that don’t require audio or add captions to make it easier for shoppers to understand the context of your video.
When sharing any content on Pinterest, ensure that you’ve branded yourself, like with a watermark of your logo on the image or video, or with a consistent editing style. This can help you make your brand recognizable for audiences scrolling through Pinterest and can even make it easy for them to identify you without looking at the name of the poster.
3. Set up multiple pinboards
When adding new Pins, ensure that you have multiple pinboards to better categorize your Pins. When creating pinboards, there’s only 1 rule— name your pinboard with an easy keyword that is commonly used. For instance, if you run a furniture brand, your pin boards would be named ‘Sofa’, ‘Study table’, etc. Or, you can divide it by rooms and name your boards ‘Living Room’, ‘Bedroom’, etc.
Having such easy names for your boards makes it rank for popular keywords and helps audiences find them easily.
4. Plan and research keywords
Keyword research for Pinterest is one of the most important tasks on any brand’s plate. By researching and listing all the relevant keywords for your Pinterest account, you can plan which keywords would be best for specific Pins. You can then avoid ad hoc research into Pinterest keywords while adding new Pins and instead, focus on your creative entirely.
For instance, take the keyword ‘study table’. When you search for this word on Pinterest, you can pick out the top Pins on the search results page and find other keywords used on these top Pins. You may find that terms like ‘workstation’ and ‘table design’ are common keywords too. List all these keywords in a spreadsheet so that you can refer to this list when you Pin a new image or video.
5. Create infographics for Pinterest
People love reading content via infographics on Pinterest. Such images allow you to reel in audiences and make them engage with your Pins for longer and audiences may even look at the infographic in close up or save it for later.
Do some research on the kind of infographic-related keywords shoppers are using on Pinterest. For instance, if you search ‘how to lipstick hacks’, you’ll find multiple infographic images that show how to make your lipstick last all day or how to apply lip liner correctly. Terms like ‘hacks’ and ‘how to’ are commonly used for such content.
6. Use analytics to understand preferences
Once you start gaining traction, you can tap into your Pinterest metrics and data from your analytics app to understand how your Pinterest strategy is performing, pinpoint what works, and optimize your content and keywords to improve your conversions.
We’ll talk about using analytics for Pinterest marketing in later sections.
During Growing Your Followers and Building Engagement
Growing your followers on Pinterest and boosting your account for higher engagement takes a lot more than just sharing Pins a few times a week. Follow these 4 tips to maximize your reach and increase your engagement on your Pinterest account. The better engagement you have, the higher your chances of capturing new audiences as customers on your Shopify store.
1. Test different keywords and content
When sharing Pins, especially during your first month, it’s crucial to test different keywords and content to tap into new audiences. Test different content types like short videos, GIF-like images, images with text overlay, etc, to see which types of content performs best with your audience. You can also put your keyword research to the test by experimenting with relevant keywords and seeing which ones yield better results.
This way, you’ll be able to reach new audiences and understand which keywords and content types get better engagement. You can then focus on these keywords and content types, ensuring you don’t waste time on ones that have poor results.
2. Follow, engage, and interact with accounts that share your same interests
It’s not enough to just share content. You also need to engage with other accounts similar to yours. Interact with users who are sharing Pins related to your products to get them to follow you and increase engagement on your Pins and pinboards.
Here are a few ways to interact with other account:
- Follow users that are sharing content that is closely aligned with yours. (Be sure to avoid following your competitors) You can even choose to follow just the pinboards of these users.
- Leave comments on Pins by users to build a positive rapport with them.
- Repin images and videos shared by users to your own pinboards. This can help you gather user-generated content and build pin boards that are helpful to your audiences.
- Keep an eye out for pins from your own Shopify store and repin them instantly so that these users feel appreciated.
3. Promote Pins that are already performing well
Many brands on Pinterest end up promoting Pins that are performing well to leverage the traction that the Pin has received. By promoting highly-engaged Pins, you can take advantage of the growing interest on the Pin and attract new audiences who share interests similar to your Pins but who aren’t directly searching for such Pins currently.
The next section talks about how to run ads on Pinterest. You can use that 7-step guide to promote existing Pins and increase follows.
Here’s an example of how JC Penney has promoted their existing Pins to increase engagement.
4. Partner with influencers to share your Pins
If you’ve identified Pinterest users who have a high volume of traction and share interests similar to you, you can reach out to them for partnerships. You can work with them to build a shared pinboard that features your products or even just get them to follow your own pin boards and repin your high-performing Pins.
For instance, if you are a fashion brand, you can work with a fashion pinner on the social platform to create a loungewear pinboard featuring your clothing. They could show the different ways a specific product can be worn and give their large following a peek into how versatile your products are.
Your Shopify store’s analytics is an untapped opportunity to grow your sales. Make your data work for you. Give RevTap a spin!
Running Ads on Pinterest
Ads on Pinterest have gained popularity among marketers in the past year, with a 2x growth in active advertisers on the platform. This is because Pinterest ads perform exceedingly well, with revenue from shopping ads seeing a 100% growth. Pinterest’s powerful retargeting engine ensures that ads are highly targeted to be shown to shoppers who are sure to be interested in the product.
Running an ad on Pinterest is easy and the platform has an easy ad creator flow. Here are 7 steps you need to take to set up high-performing Pinterest ads:
Step 1: Choose your campaign goal
When you start creating an ad on Pinterest, you need to define your campaign goal. Whether you want to grow your traffic or build brand awareness, your goal helps you measure the effectiveness of your ad.
Step 2: Set up your targeted audience
Next, define your audience. By setting up who you want to show your ad to, you can reduce unnecessary ad spend and maximize your budget, showing your ad to only those who are sure to convert.
Here, you can pick the exact gender of your potential audience, where your audience resides, the language they speak, the device they are on, and most importantly, their interests.
Step 3: Pick your keywords
One of the best features of creating a Pinterest ad is being able to choose the keywords for which your ad shows up. This way, shoppers searching for items like ‘rug’ will see ads specific to that keyword, displaying personalized ads which are relevant enough to click on.
Ensure that you’ve set up specific keywords to capture relevant shoppers. To understand which keywords are best for you, you can search through common keywords and look into other keywords used by top performing Pins there.
Step 4: Set a budget and schedule
Now that you’ve set up your targeting, you can pick when you want to start your ad campaign and add a budget so that you aren’t overspending on your ad. If you are running a seasonal ad like for a Christmas sale, you must set an end date for your ad.
Your ad budget on Pinterest is flexible. You can choose a maximum spend bid on a daily basis or set a total budget that Pinterest would spread evenly over the course of your ad.
Step 5: Pick a pin and edit the content and URL
Now that you have the technical details covered, you can now focus on setting up your creatives for the ad. Many businesses choose to promote an existing Pin that is already performing.
Here are best practices for your ad creatives:
- Ensure that your Pin name is memorable and easy to find for audiences.
- Add UTM parameters to your Pin’s destination URL to track its clicks.
- What makes your Pin stand out? Ensure that your image is attractive and makes shoppers want to check it out further.
- Add a subtle logo to your Pin to hold onto your rights to the image.
- Show your product within context to let audiences see how it can be used. For instance, Pinterest users love to see home inspiration where multiple products are shown in the image.
- If you are creating a video ad,don’t forget to keep your video short and sweet. Audiences don’t want to spend more than 15 seconds on a Pin.
- Most videos on Pinterest are played with the sound off. Keep this in mind when creating your video or use captions and text overlay to convey your message.
Step 6: Start promoting!
You’re almost done! Review your ad details and make any edits before you ‘Launch’ your campaign.
If you’re having trouble with your ads strategy, it’s always best to get expert help on how you can improve your ads and optimize your strategy for higher sales. Book a free consultation with the Shopify ad experts at Spin to set up high-converting Pinterest ads!
Step 7: Analyze the results
Your ad is live but your work isn’t done yet. Once your Pinterest ad starts capturing results, you can analyze its performance to tweak the ad. You may find that shoppers from certain keywords don’t click or end up leaving your website without shopping. Such insights can help you avoid spending on
In the next section, we’ll get into how you can use analytics to improve your Pinterest strategy.
Pinterest Analytics for Shopify Stores
Understand how your Pins Perform
Just like other social media platforms, you can access the performance of your Pins right within the platform. Here are 7 essential metrics that you need to prioritize on Pinterest to optimize your strategy:
Impressions on Pinterest let you know how many times your Pins showed up in front of Pinterest users. You can use this metric to understand which Pins are trending and understand which keywords are bringing in these views. For instance, you may find that your Pin is being shown more often on specific keywords like ‘pastel cushions’.
This metric tracks how many times audiences took a close-up look or zoomed into your Pin. This helps you understand the interest shown to your products by audiences on Pinterest.
Saves tracks the total number of times people saved your Pin to a board. This is another engagement metric that can help you gauge which products are loved by Pinterest shoppers.
4. Link Clicks
Link clicks is a Pinterest metric that shows how many times people have clicked on an external link from your Pin.
5. Total Audience
Pinterest also shows you your total audience— all the users who have viewed or engaged with your Pins, organically or through ads. This also includes items pinned from your Shopify store.
You can understand your audience better as well by viewing the demographics breakdown. Within your Pinterest dashboard, you can understand your audience’s age, gender, location, and device. Use this insight to set up better targeting for your ads.
7. Audience affinities
Pinterest’s affinities metric helps you understand your audience’s top categories and interests so that you can use these interests within your ads or even plan your organic content to fit these categories.
Besides these metrics, Pinterest also shows you metrics for pinned videos, including average watch time, number of times your video was viewed to 95% of its length, etc.
Understand How Pinterest Audience Shops
Besides the analytics available within Pinterest, you can also need to understand how shoppers from Pinterest are making purchases on your Shopify store. With the right analytics app, you can understand which products are bought more often by Pinterest shoppers and optimize your Pinterest strategy for better results.
Here are 4 ways you can understand the impact on Pinterest on your sales through a powerful analytics app:
1. Look into traffic reports see understand the percentage of shoppers from Pinterest
A traffic report on your analytics app helps you understand how many customers came to your Shopify store from specific channels. You can use this report to understand the percentage of customers that came from Pinterest.
You can compare the traffic from Pinterest to other channels to understand which social media platform is more effective in driving traffic to your Shopify store. You can then use this insight to double down on channels that perform and optimize your strategy for channels that aren’t driving enough traffic despite your continuous efforts.
2. Analyse performance of Pinterest shoppers
Besides understanding your traffic and comparing it to different channels, you can also understand how this traffic spends time on your Shopify store. This includes:
- Conversion rate: Percentage of Pinterest shoppers who ended up making a purchase.
- Direct revenue: Total revenue generated from the channel.
- AOV: This metric helps you understand the average order value of shoppers from Pinterest.
3. See how Pinterest shoppers convert
A conversion report on your analytics app helps you understand which channels are bringing in higher conversions. You can use this to understand how your organic Pinterest strategy works in comparison to paid and even compare different channels.
4. Look into customer analytics and segments to understand shopper preferences
Analytics apps like RevTap allow you to understand the type of customers your store attracts. Using your customer analytics, you can understand the type of shoppers that Pinterest attracts, what products these customers love, and how they shop. This includes the type of discounts they use, how much they spend per order, and the top-selling products.
Tools Required For Pinterest Marketing for Shopify Stores
With the right tools under your arm, Pinterest marketing is much easier. From Shopify apps to image and video editing apps, these 5 essential tools are all you need to get started with Pinterest marketing and start generating revenue through this social platform.
1. Pinterest Shopify App
Connect your Shopify store with Pinterest and get your products in front of shoppers with the Pinterest Shopify App. Using the app, you can upload your catalog to Pinterest and attract traffic as soon as you start. The app helps you get started with Pinterest ads too by providing you with free ad credits when you connect to the Shopify app and publish your first ad.
When sharing visual images, you need to ensure that your content is refreshing and innovative. The more unique your Pins are, the more follows and repins you’ll receive.
Design templates on Canva let you put together collages for your Pins or even arrange your images within cool designs like a polaroid or a grid of product images from different angles. Canva’s easy
Further Reading: Complete Guide to Using Canva
3. Vimeo Create
If you want to share videos on Pinterest, you can easily put them together using Vimeo’s video maker. The video maker lets you pick templates for your videos and stitch together your footage easily to make engaging content. Since it works like a drag-and-drop builder, it’ll take very little time for you to create eye-catching videos for your Pinterest account.
Before you add any image as a Pin, it’s crucial to edit it to enhance the image and make it pleasing to look at. Image editing apps like Snapseed allow you to edit the image, add filters to create a specific mood, and transform your image into a more presentable and visually attractive image.
As a Shopify merchant, you need to be able to understand how one marketing channel performs in comparison to others. With an analytics app like RevTap, you can understand the purchasing behavior of your Pinterest audience and compare this with shoppers who come from Instagram, email, and other channels.
This insight can help you plan your future marketing campaigns better. You may find that time-sensitive campaigns are best done on SMS or Instagram while Pinterest is better for organic growth. A Shopify analytics app like RevTap is the best way to compare these different channels in one place and make data-driven decisions.
Ready to generate revenue from Pinterest marketing?
We hope this guide gives you a thorough understanding of Pinterest and how you can use the channel to grow your brand presence and tap into new audiences.
Each social media platform hosts different types of shoppers, by demographic and by shopping preferences. By analyzing your data and seeing how shoppers from specific social platforms shop, you can optimize your marketing strategy.
This is why every growing Shopify store needs an analytics app like RevTap. Using the app, you can understand traffic coming from Pinterest, see how they spend on your Shopify store, and understand their preferences. You can then optimize your Pin strategy, share more relevant images, and use keywords that drive better results.