When someone says social media marketing, we always think it’s Instagram and Facebook. We just never think about Pinterest.
It’s because it is still not a mainstream platform to promote your business.
And just to be clear, Pinterest alone cannot help you build a brand. You obviously need other online channels. However, Pinterest can be a medium that helps people discover your brand and then come to your Instagram or visit your website.
So, let’s understand the platform first and see how we can use it to increase brand discovery.
Table of contents
- What is Pinterest?
- Why Do People Use Pinterest?
- How to Use Pinterest for Brand Building?
- In Conclusion
- Frequently Asked Questions
What is Pinterest?
Pinterest is like a search engine for discovering visual ideas. Think of it as a mix between Google and Instagram but with a twist—users (or “Pinners”) actively search for ideas and save images or “Pins” on different themed boards.
These boards help them organise everything from wedding plans to new recipes, home décor ideas to fashion looks.
And Pinterest is all about pretty visuals. So, if your brand can offer ideas and inspiration, you can use Pinterest to become the go-to resource for people planning their next big project or purchase.
Now, you might be wondering, why Pinterest? After all, isn’t Instagram the more obvious choice for visual marketing?
True, Instagram is great, but Pinterest is different.
Because the intent with which people come on Pinterest is different. Let’s discuss more about this in the next section.
Why Do People Use Pinterest?
Unlike other social platforms where people are just scrolling through memes or catching up with friends, Pinterest has a distinct purpose.
People go on Pinterest to find something—whether it’s a DIY project, home décor inspiration or styling ideas for their next wedding function — they have a clear purpose.
Users are in discovery mode here, which means they’re more open to new ideas and that could also include your products.
Additionally, Pinterest users create boards to keep track of things they’re interested in.
Let’s say you are a Home Decor brand. What if your products make it to their carefully curated dream home décor board? That’s powerful brand awareness.
Pinterest holds special value because it fits seamlessly into the way we plan for festivals, family events and special occasions. From finding that perfect lehenga for a cousin’s wedding to searching for Diwali decoration ideas, Pinterest always inspires us.
How to Use Pinterest for Brand Building?
Before you start your Pinterest journey, make sure your branding strategy is in place with the help of a branding agency. This will ensure that your brand connects with the audience whenever they come across it on Pinterest.
Then you can implement the following strategies to increase your brand discovery.
1. Optimise Your Pinterest Profile
First things first—set up your Pinterest business account. This isn’t just for formalities. A business account unlocks essential features like Pinterest Analytics, which will help you see what’s working and what’s not.
Your profile is the face of your brand, so make sure it’s well-optimised. Follow this checklist to optimise every element of your Pinterest profile.
☑ Profile Name & Bio: Keep it keyword-rich but simple. Think of what your audience might be searching for. For instance, if you’re a fashion brand in India, use terms like “ethnic fashion,” “sustainable fabrics,” or “wedding outfit ideas.” Make it clear who you are and what you offer.
☑ Profile Picture: Use your logo or a key brand visual. It should instantly communicate your brand identity.
☑ Board Covers: Each of your boards should have a cover image that reflects the theme. It not only looks neat but also gives users a sneak peek of the kind of content they’ll find inside.
2. Use Keywords In Your Pinned Descriptions
Pinterest works more like a search engine than a social network, so SEO matters. Your goal should be to create content that’s easily discoverable. Do some research into what keywords people are searching for.
Pinterest’s search bar gives great clues—just type in a term related to your niche and see what auto-suggestions come up.
Let’s say you’re running a beauty brand in India. Popular searches like “festive makeup looks,” “natural skincare tips,” or “bridal beauty trends” can be used in your Pin descriptions and board names to ensure your content pops up when people are searching for ideas.
Talk to a professional who works at an SEO company to know more about the keywords.
3. Create High-Quality, Eye-Catching Visuals
Pinterest is all about aesthetics, so you have to make your Pins stand out. Vertical images work best because they take up more space on the screen and are easier to engage with.
But it’s not just about having pretty pictures. You want your visuals to tell a story. Let’s say you’re marketing a jewellery brand. Don’t just post a picture of a necklace or a ring.
Show how it can be styled. This makes the Pin not only visually appealing but also informative.
Here’s an example of a Mia by Tanishq’s Pinterest post :
Also, don’t be afraid to use text overlays on your images. Simple, bold captions can draw people in and these Pins tend to perform better as they stand out from the usual scroll.
4. Leverage Pinterest Ads (But Keep it Subtle)
Pinterest Ads (or Promoted Pins) blend right into users’ feeds, making them feel less like traditional ads and more like useful content. This is great for brands that want to promote their products without being too “salesy.”
However, don’t spend too much in the beginning. First, observe how those ads are performing and how does it impact your brand.
As Pinterest is very unexplored in India, it’s difficult to find a case study about a successful Pinterest ads strategy.
So you will have to do trial and error to see if it’s working or not.
5. Create Themed Boards That Resonate
Creating Pinterest boards around specific themes or interests is one of the easiest ways to organise your content and engage your audience.
Because Pinterest users love curated boards that help them plan for big events like weddings, housewarmings or festivals. So why not create boards that speak directly to these needs?
For instance, if you’re running a furniture brand, you could have boards titled “Indian Living Room Ideas,” “Diwali Home Décor Inspiration,” or “Modern Indian Furniture.” This helps users find exactly what they’re looking for while positioning your brand as an expert in that category.
A perfect example of this is Pepperfry. Look how their boards look
7. Collaborate with Pinterest Influencers
Influencers aren’t just for Instagram. Pinterest influencers can help boost your brand’s visibility by sharing your content with their audience. You just have to find influencers whose boards align with your brand.
Influencer collaborations can also give your brand a more authentic voice, as they often share personal experiences or styling tips that resonate with their followers.
And you can be smart here. Because a lot of times Instagram influencers also have a Pinterest presence. So you can make a multi-platform deal with them wherein they just need to shoot once. And then post the same content on all social media platforms.
Conclusion
Pinterest is a fantastic tool to help customers easily discover your products. With clickable links, you can direct users to your Instagram profile or blogs, making it a great platform to drive traffic.
Plus, with low competition on Pinterest right now, it’s the perfect time to experiment and explore its potential.
Think about it—how many businesses around you are using Pinterest actively for marketing? Very few right?
Moreover, see it as a backup plan in case Instagram suddenly stops working or something. Because algorithms also change.
So it’s better if your brand is present on multiple platforms.
If you don’t have a presence already, it’s time to give Pinterest a try. With a little creativity and some strategy, your brand could be the next big thing people are pinning for!
And if you need any help in starting your Pinterest journey, feel free to reach out at hello@florafountain.com
Frequently Asked Questions
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...
