Pinterest has become a strategic tool for the small and medium e-commerce owners, but also for Big brands that want to inspire, generate qualified traffic and increase conversionsMore than a social network, Pinterest functions as a visual search engine where users come with a high purchase intention, in search of ideas that can be put into practice: products, services, projects and lifestyles.
Many leading companies have understood this potential and use Pinterest as a way to... communication, inspiration and sales channelNext, we'll see how they do it, what tactics they apply, and what we can learn to adapt it to our own business, regardless of its size.
Amazon:
This company uses a method Simple, visual and very effective to communicate with their clients via Pinterest. Amazon creates boards with simple and literal phrases from different categories such as "Kitchen Gadgets" or "Gardening"containing elements that you can find on their pages. Other board categories have names like "For the baby" or "For the office"All listed products redirect you to Amazon pages to complete your purchase.
This type of approach turns Pinterest into a visual showcase organized by interestsmaking it easier for the user to discover similar or complementary items to their searches. This increases final purchases and boosts the cross-selling in a natural way, since each pin can carry a direct link to the product page in the online store.
Furthermore, by grouping the products by solutions and moments of use (kitchen, baby, office, garden, etc.) and not just by technical categories, Amazon aligns itself with the way users They think and formulate their searches within Pinterest, taking advantage of its nature as a visual search engine.
Marks & Spencer.
This brand creates boards dividing them mainly into Two major strategic categories: women's clothing and home decorThis organization helps users easily find the type of content they are interested in and perceive the brand profile as a coherent visual catalog.
Depending on the time of year, Marks & Spencer creates special boards, such as “Wedding inspiration” for the summer wedding season. This seasonal tactic can be replicated with boards like "Christmas", “Ideas for Mom”, “Fun Summer” or other key moments for your business (sales, back to school, launches, capsule collections, etc.).
The key is to use Pinterest not only as a catalog, but as source of ideas organized by occasionThis makes it easier to accompany the user through all stages of their journey: from initial inspiration to the purchase decision, always with high quality images that reinforce brand perception.
Another interesting aspect of this strategy is the care of the Visual presentation of the profile: consistent board covers, clear titles, and descriptions with relevant keywords, which improves the organic visibility within the Pinterest search engine.
John Lewis:
This brand's strategy involves changing its boards monthly.updating collections, color combinations, and inspirational themes. This dynamic approach focuses on both the color combinations and the aesthetics of the images as in the creation of a constant expectation in its followers.
By frequently updating its boards, John Lewis invites its regular customers to return regularly to discover new products, fresh ideas, and featured items. This regular rotation reinforces the feeling that the profile is constantly evolving. alive and evolving, something key in a platform where the user is always looking for new visual proposals.
Furthermore, by paying attention to both aesthetics and organization, the brand transforms its account into a space of recurring inspirationwhere each visit can translate into interaction, saved pins, and traffic to the official website through strategically included links in each post.
Best practices that major brands apply on Pinterest
Beyond these specific examples, many large companies share certain patterns that any business can adapt. One of the most important is using Pinterest as a... business accountThis allows access to advanced tools such as statistics, segmentation, and advertising. Having a business profile helps with analysis. Which pins generate the most interaction?, what topics interest the audience and how to optimize the strategy.
Another key practice is the profile optimizationA recognizable profile picture, a description with keywords, clearly organized boards, and well-designed cover photos. Big brands make sure their presence is consistent with its visual identity and, at the same time, easy to find using Pinterest's internal search engine.
These companies also clearly define their objectives On the platform: increase website traffic, inspire, position products, strengthen branding, or attract new audience segments. From there, they plan content with editorial calendars, combining static pins, ideas, videos, and rich formats that keep the feed updated and attractive.
Finally, many large brands complement their organic presence with pinterest adsPaid campaigns amplify the reach of top-performing pins. Thanks to the persistent nature of the content, a promoted pin can continue to generate revenue. traffic and repins even after the campaign ends, which makes the investment especially interesting.
There is much we can learn from large companies to grow our business. The strategies described above are just examples, but all of them can be adapted to create a effective communication channel with the customer through Pinterest, combining visual inspiration, well-thought-out links, and a careful and consistent brand presence.