Why do brands use Pinterest Idea Pins for marketing? (Guide + Examples)

Discover how Idea Pins are the marketing secret for brands on Pinterest. Learn how they boost awareness, engagement, and sales with creative visual storytelling.

Are you tired of the same Pinterest marketing for your brands/businesses?

With the standard pins algorithm, Pinterest became the most engaging platform in the era of social media marketing. It allows pinners (Pinterest-Users) to have a remarkable shelf life of pins, acting as a digital bookmark for the users to get inspired and ideas actively.

As the 15th largest social media platform- in terms of global active users. Pinterest has 498 monthly active users which is up by 16 million users from the previous year. 

“This user base was the inspiration behind the New Creator Discovery Feature I.e. Idea Pins”- Press Release (May 18th, 2021). The evolution of story pins gave birth to Pinterest Idea Pins for Creators and Pinners to let them publish high-quality, long-lasting, and savable content. With this feature and functionality, anyone with a business account can now create inspiring content, foster stronger interactions with their audiences, and cultivate more engaging communities within Pinterest. 

What are Pinterest Idea Pins?

Imagine your childhood photo album that has all the oldest-to-oldest dumps in it. This arrangement of photos and videos (60 seconds long) tells a single plot like Easy DIY Gift Ideas.

This is Idea Pins on Pinterest!

This can also be called a replacement of Story Pins (2020) permanently saved as pins for a pinner or even a creator. An online album you’ve created. Not just this, you can comment, start a conversion, and save the Idea Pins to the board. 

In fact, in the press release, Pinterest said that with this upgrade they’re highlighting the people behind the content and encouraging pinners to follow creators and engage with the ideas they find. 

Image Source: Pinterest

What are the benefits of using Idea Pins for Pinterest marketing?

Pinterest Idea Pins give you a handful of advantages in comparison to those sunsetting Story Pins. 

Let’s have a look at a few: -

1. Pinterest Idea Pins allow an increase in visibility

FENTY BEAUTY, the cosmetics brand uses Idea Pins to showcase their product inclusivity. They feature models with various skin tones applying makeup and creating different looks. 

Your content has a better chance of appearing at the top of searches, putting your brand in front of a wider audience. This marketing strategy aligns perfectly with Idea Pins on Pinterest video format and focuses on storytelling. Fenty Beauty's Idea Pins have likely gained significant traction in searches related to makeup tutorials and inclusivity, putting their brand in front of a wider audience interested in those topics.

2. Pinterest Idea Pins creates an engaging storytelling format

Oh Joy, A lifestyle and design business account on Pinterest with 15 million followers and 396K Monthly Active Views. Allowing you to tell stories, showcase products in action, and provide tutorials in a more captivating way than static images. 

Their founder, Joy Cho, leverages the format to directly connect with her audience and provide valuable advice on fashion and home decor. For instance, she featured an Idea Pin where she talked about how she styled jewelry from a partner brand (like Jared) and encouraged viewers to see more on her other pins. This approach uses storytelling to create a personal connection and drive product interest.

Image Source: Pinterest

3. Idea Pins on Pinterest helps you in brand-building

One food brand that's seen success using Pinterest Idea Pins for brand building is Food My Muse. This foodie account is run by Nadia Aidi, a former restaurant owner with a passion for developing innovative recipes.  

It allows you to showcase your brand personality and values more dynamically. You can use them to connect with your audience on a deeper level and build stronger brand loyalty. Aidi creates Pins with step-by-step video instructions for various recipes. This format is perfect for Pinterest, a platform heavily used for recipe discovery. 

The owner also uses the video format of Pinterest Idea Pins to connect directly with her audience. She can talk about her passion for food, share recipe inspiration, and answer viewer questions in a more personal way than static recipe pins. This fosters a stronger connection with her audience and builds brand loyalty.

Image Source: Pinterest 

4. The Idea Pins generate intensive traffic for the brand

A clothing brand that benefited from Pins on Pinterest is The Little Bazaar. This brand focuses on boho-style clothing and has seen success using Pinterest Idea Pins. Like regular pins, Idea Pins can include website links, allowing you to drive traffic to your online store.

They feature Pins with user-generated content (UGC). This means they include videos and photos submitted by customers wearing their clothes. This marketing strategy achieves two things: it shows how the garments look on real people, which can be more relatable than models, and it encourages further UGC submissions, boosting engagement. 

The Little Bazaar also creates Idea Pins that function as mini-lookbooks. They showcase outfits and different ways to style their clothing lines. These can often include product tags, which act like shoppable links. Viewers can click directly on the tags to be taken to the product page and make a purchase.

Image Source: Pinterest 

How to make Idea Pins on Pinterest? (Tips for Brand Marketing)

Before you start any ahead, Check and double-check if Pinterest Idea Pins are available for your respective region. Pinterest is rolling over to give access to the pins to different regions. 

Step 1: Switch to a business account: This is the foremost step to take. You must have a professional business account for your brand to be showcased in Idea Pins on Pinterest. If you don’t have one switch your regular account to Pinterest Business Account. 

All you’ve to do is go to your profile and click on convert to business. After switching.

Pinterest will immediately give the title of personal/business account. 

Tip: Make sure that your profile picture, bio content, and name of your account should tell what you do exactly. Do claim your website on Pinterest Help so that your customers can directly access your online stores. 

Step 2: Request access to Idea Pins on Pinterest (not for everyone)

You’ve switched your account or you’re already a business account but don’t have any options to create Idea Pins. Don’t get panic! You’ve to request access to Pinterest for Idea Pins Creation. “https://www.pinterest.com/idea-pin-invite/” Go to this link, get access, and start creating. 

Request your access. (If the link opens for you, you have total access)

Tip: Even after doing so you don’t get any access. Trust me you’ll! As Pinterest provides access to different regions, so maybe you’ll be on the list. Stay updated.

Step 3: Time to create your first Pinterest Idea Pin. 

Now that you're ready to create your Idea Pin, look for the "Create" button. It's typically located at the bottom right corner of the Pinterest app screen. On a desktop, it might be in the top navigation bar. This will bring up four options: Business, Create, Analytics, and Ads. Focus on the "Create" option to get started on your Idea Pin.

Now hover on ‘Create’ and click on ‘Create’. (If nothing happens you need the access first).

Tip: Use Cache to schedule all your photos/videos in one go. The right planning is crucial for brand marketing. 

Step 4: Upload many photos at one time. 

When you’re about to upload your preferred photos/videos, Pinterest Business allows you to upload up to 20 photos in one go. Sounds helpful right? In your upload portal, you can see an upward arrow, clicking on that gives you this prompt option. 

Tip: Think of your pins like chapters in a book. Each photo or video should build on the previous one, guiding viewers toward a clear objective. This could be showcasing the steps in a DIY project, the making of a product, or the transformation achieved with your service.

Step 5: Customize your Idea Pins on Pinterest itself

Before finishing to upload tailor your photos/videos as per your brand's voice and tone. For example, If you have a video on ‘5 Skincare Routine’, add this as the title in the initial frames of the video. You can also edit it in freestyle. 

Tip: Make sure you have a clear objective behind those photos/videos, it should be clear to your viewers what exactly you do. 

Step 6: Add essential as your photo/video identity

Your next step is to add a title and description for your Pinterest Idea Pins. Make sure that the title and description reflect what’s the audience going to see. You can add as per your targeted market like ‘How to style a scarf in 3 unique ways’ if you’re a content creator on Pinterest. 

Now, make sure to choose a board to go live there. If you have an Idea video pin on ‘How to Style a Scarf’, your board probably be ‘Scarf Styling’. It's that easy! 

Lastly, you’ve to add tags to your pins. Tags work for the algorithm Pinterest to let your Idea Pins be navigated to those interested viewers. 

Tip: Crystal-clear titles and well-chosen tags are the key to unlocking discovery on Pinterest, Google, and beyond. Craft them to attract the right audience and maximize your reach.

Step 7: Add a list to your Idea Pins on Pinterest

Add a list of content that is included in your pins. It’s optional but highly recommended. Doing so can make your content more accessible and give customers a sense of your context. 

This list can also be different and customized as per the target market. If you’re a clothing brand you can add an outfit detail list or if you’re a food brand you can mention what ingredients you’ve added to make your recipe delicious. 

It’s all on you and your note-making skills. 

Step 8: Now you’re good to go! Hit Publish

It’s time to make your creation go live. All you’ve to go to the extreme corner right button and click ‘Publish’ to make this happen. 

Tip: Before hitting the publish button make sure to check everything thoroughly is there an error in the image or any detail filling? This is because after uploading the Idea Pins on Pinterest there is zero chance of editing it again. You can change the board, or you can leave a note on the pin for yourself. 

Tips on ‘how to use Idea Pins for your brand’s Pinterest marketing?’

Here are some tips on how to use pins for your brand's Pinterest marketing:

• Showcase your brand story and personality: Idea Pins are a great way to go beyond product promotion and connect with your audience on a deeper level. Use them to show the inspiration behind your brand, the people who make it happen, and the values you represent.
  
• Create high-quality, engaging content: Since Pinterest Idea Pins are video-first, focus on creating visually appealing and informative content. This could include tutorials, behind-the-scenes glimpses, product demonstrations, or anything that will capture your audience's attention and keep them watching.
  
• Utilize the editing tools: Pinterest offers a variety of editing tools in Pinterest, including music, voiceovers, stickers, and text overlays. Use these tools to add personality, context, and a clear call to action to your Idea Pins.
  
• Target the right audience: When creating pins on Pinterest, think about your target audience and what kind of content they would find interesting and valuable. Use relevant keywords and tags to help people discover your content
  
• Promote your Idea Pins: Don't just create it and hope for the best. Promote them on other social media platforms, in your email marketing, and on your website. You can also run Idea Pin ads to reach a wider audience.
  
• Track your results: Keep an eye on your Idea Pin analytics to see what's working and what's not. This will help you refine your strategy and create even more engaging content in the future.

Conclusion on Pinterest Idea Pins

Idea Pins are a powerful tool for brands on Pinterest. They allow you to create engaging video content that showcases your brand story, personality, and products. With a little planning and creativity, you can use pins to reach a wider audience, drive traffic to your website, and build brand loyalty. In short, Pinterest Idea Pins are a great way to take your Pinterest marketing to the next level.

Further Readings on Pinterest Idea Pins

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FAQs for Pinterest Idea Pins

1. Can I add a link to my blog in Idea Pins?

Ans: Not directly within the Idea Pin on Pinterest itself, but you can include a call to action at the end, directing viewers to your blog for more information. Include your blog URL in your profile description.

2. How can I track the performance of my Idea Pins?

Ans: You can easily track through Analytics Tool that can show you how many people see your Idea Pins, engage with them, and click through to your website.

3. How long can Idea Pins be?

Ans: Idea Pins on Pinterest can be up to 20 pages long.