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Screenshot of a Pinterest home page

If you’d like to throw the most amazing baby shower ever, decorate your house to make it picture-perfect, or if you’re looking for inspiration on what to cook, then Pinterest is your place to be. And not just for you as a consumer, but definitely as a brand too! We’ll tell you why.

Mock up of a Colruyt pin on a laptop and smartphone screen

Some (P)interesting background info

On Pinterest, people are actively looking for ideas, inspiration and solutions. That’s why as a brand it’s just a matter of being in the right place at the right time to fulfil their needs. Focus on inspiring people by giving them ideas, and don’t just push your product, but give them suggestions on how to use it to add value.

Figures also show the increased popularity of Pinterest. In Belgium, over 1 million unique monthly visitors are using Pinterest to be inspired or get ideas for daily decisions, seasonal holidays or life moments. 

People use Pinterest to plan their future

When people go to Pinterest, they do so for a reason. They aren’t just searching, but also actively considering what to do or buy next. When you have just bought a home or are looking to redecorate, Pinterest will give you furniture inspiration, tips on how to optimise your laundry room, or nursery advice. In short, Pinterest is used to plan for the future.

It is a discrete form of advertising

Nowadays, people are averse to advertisements. On Facebook, for example, it’s rather clear when you’re looking at a sponsored ad. On Pinterest however, you can advertise your products in a less pushy way. Interesting fact: 75% of the pins on Pinterest come from brands and 50% of people don’t realise they are seeing ads!

It is perfect for organic campaigns

Not every pin has to be boosted; even organic ones can generate sales. You can compare it to SEO on Google: if your pin has a good headline and description, and the user’s search term matches those, your pin will appear in the search results.

Work on your organic strategy: create boards, add a description and a category and fill them with pins. If you show your product and place it in the right category, people will find it organically. And if they like what they see, they will click through and go to your website. Simple as that!

Now let's follow this up with some practical examples; one fictional, and one drawn from real life.

In our first and fictional example, we imagine you are selling personalised cufflinks. You can then create a board with examples of these cufflinks (preferably with nice, inspirational pictures and of course a clear description) and place it under the category “weddings”. When people are looking for a “wedding gift for the father of the bride”, your pin will appear. 

Our colleague Myriam at Wax has a food blog, Hap en Tap. She pins every recipe on her website (organically). With those pins, she reaches 476K monthly unique viewers and generates almost 2 million impressions a month, which proves that Pinterest can generate plenty of traffic to your website with just organic content! Hap en Tap has an average of 500K website visitors each year out of which 43% is generated by Pinterest, making it its biggest referrer. So, a small business with less resources can still come a long way with good organic content.

It is ideal for lesser known brands

As a smaller brand, you can start with an organic strategy, make boards and see how people interact with your content. Later on, you can start to sponsor your pins. You can decide to start small or set up a bigger campaign right away. 

For example: you're a brand that sells makeup and have a product line in eyeliners. A good strategy could be to create inspiring content, such as images of every eyeliner with an explanation of their benefits, and post those pins organically. You can also create a few infographics about the best eyeliner for every eye shape and how-to videos about creating the perfect winged eyeliner. You pin, wait and then analyse how people interact with your content.

Later on, when you launch a new product, you can create a campaign around it, work with a funnel to push people towards conversions. Let’s say you’re now launching a new lipstick. You know from your organic content that the how-to videos generate plenty of views. You can start by showing a video tutorial for perfect red lips to people that are interested in make-up. Then, you can retarget the video viewers as well as the people that have already interacted with your organic content, and show them a static pin of the lipstick. Because those people have already interacted with your content, you know that they will convert more easily. 

Screenshot of a Pinterest app with Colruyt Pin

It is easy to target the right people

When you set up a sponsored campaign, you can easily reach your specific target audience. You can target based on interest criteria or on keywords - the search terms people use while on Pinterest. You can go really narrow, or really broad, depending on your objectives. FYI: the age group 25-49 years old is most present on Pinterest. 

Both targeting on interest criteria and on keywords are worth a try. If you are a florist, for example, you can target people based on an interest in flowers, home floral arrangements, wedding flowers etc… but you can also use keywords such as flower decor, home flowers, flower decoration DIY…

Results all depend on the content and the objective of the campaign so we highly recommend to do A/B-tests for both to see what works best for your brand. For example, the same florist can create a video on how to make flower decorations for your dinner table. He can set up two identical campaigns with a slightly different targeting: in campaign A he targets people with an interest in home floral arrangements, and in campaign B he targets the keywords: home flower decorations DIY, how to make flower decorations… to see what works best. Later on, he finds out the keywords campaign works best in terms of awareness. A great insight to optimise or for a next campaign!

In short: why you should be present on Pinterest as a brand

Pinterest gives you the opportunity to reach people in a discrete way; when they are actively searching for ideas. It’s also a plus when you, as a brand, are present on multiple platforms to create more awareness. With organic pins, you can come a long way.

Find out how people interact with your content, A/B test when necessary. Grow your account and see what works best for your brand. If you decide to start with Pinterest, make sure that you adapt your content to Pinterest. The perk of Pinterest, as stated before, is that people don’t realise they're seeing content made by brands. Start by creating an account and fill your home feed with content that fits your brand identity. Good luck!

Leonie De Strooper
Junior Performance marketer, WAX Belgium, SQLI Group

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Léonie De Strooper

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