Picking the right content for Pinterest

People on Pinterest are looking for ideas, and your Pin could be just what they’re looking for. Here’s some pointers to help you develop the right kinds of content for Pinterest.

Think like your audience

When you create new Pins, start from your audience’s perspective. Why do they use Pinterest? What kinds of ideas are they looking for? How can you help them make decisions?

Reuse and recycle

There are several ways to repurpose images you already have, and make them work for Pinterest. You can reuse videos from other platforms, too.

Land on something good

When someone clicks your Pin, they want to learn more about it. Make sure your landing page feels like a natural next step. For example, Pins that feature a product should link to a page where people can buy that product. If your Pin promotes an upcoming movie, it should link to trailers or reviews.  

It’s okay to make multiple Pins for the same landing page. In fact, we recommend it! Save a variety of images that appeal to different kinds of people, and make sure to write unique descriptions for every Pin so they’re more likely to show up in search results.  

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Get wordy

Don’t forget to write a Pin description—it helps give more context and reinforces your branding. People only see part of the description in their feed, but they’ll see everything you wrote once they click.

Pin descriptions should match each Pin’s topic and goal. If you’re sharing a recipe, you could mention the main ingredients or prep methods. If you’re creating a travel Pin, you could add ideas for activities at that destination. Remember to include a call to action, especially if you’re trying to drive traffic or sales.

Make your description #relevant

Pin descriptions affect how your Pins appear in search results. Optimize your keywords and hashtags so your Pins show up for the right people.

To pick keywords, think about who you want to see your Pin, and where you want it to appear. You can also start typing your topic into Pinterest search to see recommended topics. Let’s say you’re a financial services company trying to reach new home buyers. You’d want to include keywords like “home purchase” and “financial help.”

Add a few relevant hashtags to your Pins to help people find your content. On Pinterest, hashtags function as broad search terms, and people use them to find trending topics. Unlike on other platforms, Pinterest hashtags aren't used for jokes, memes or commentary. So for a fashion brand, something like #springfashion would work well—but #ilookterribleinhats wouldn’t.