Pinterest Playbook

All Case Studies  🔍 Let's Partner

Waddup. Waddup. You’re going to judge me for this. But some people have Instagram addiction. Or TikTok. Snapchat. Whatever.

Me? Ain’t none of those.

Mine is Pinterest. Moodboards all day. Inspo every night.

So, I had to write about brands doing it right….

And as always, thank you to our partners Jump450 and Mayple.

Get your brand in front of 200,000+ marketers & founders.

In partnership with Jump450

Create disrupted the creatine market with one word: gummies.

The result? Over $3m in revenue in the first year.

Founder Dan McCormick outsources staffing. It’s agency across the board and he’s the only employee.

Here’s a growth partner that can help you replicate Create’s success:

Jump 450 hyperscales companies through digital advertising and is the preferred growth engine for fast-growing brands. Here's why:

• 14 companies taken from Series A/B to Unicorn

• Proven talent pools that have scaled companies to 10+ figures

• Used by leading VC & Growth Stage PE shops to grow their portfolio companies

Jump designs performance creative at scale, focuses on highly technical media optimization, and uses rigorous data science & measurement to deliver next-level outcomes.

They even offer a complementary audit of your marketing execution (across media, creative, and data efforts) to kick off the relationship. 

Pinterest is having a moment.

Their monthly active users hit 482 million in Q3 2023, revenue is up 11% YoY, and organic daily traffic has increased from 400M to 600M.

As people ditch Google and substitute search engines with social media, we’re seeing Pinterest emerge as a visual search platform.

And brands are getting results.

The jewelry brand, Mejuri, has 10M+ monthly views on Pinterest. With an average of $7 CPM for the jewelry category on Meta.

That’s $70k worth of organic impressions per month!

Sellers on Etsy have reported that after their listing was featured on Pinterest, they saw sales increase by 20% the week after.

And with direct shopping links, brands can track results much more easily than on TikTok & IG.

Is Pinterest for you?

Pinterest is a visual discovery platform. It’s most suitable for brands that showcase their products through compelling images and videos.

That’s why the most popular categories on Pinterest are:

• Fashion

• Food & Drink

• Beauty

• Home Decor

• Travel

Check out Pinterest success stories to find similar brands to yours before investing time on the platform.

Research Audience & Keywords

Pinterest is not a social media platform.

People come to Pinterest to find inspiration for style, travel, decor, etc.

It’s a visual search engine.

So it’s important to know what people on the platform are searching for and plan your content around it.

Pinterest Trends is your best friend.

Type in what you sell, and you will see the top search keywords on Pinterest.

For example, “charm necklace” as a keyword has more interest than just “necklace”.

Use this tool to find trending keywords based on your target audience’s interests, age, and gender.

The goal is to accumulate a list of SEO keywords to plan your Pinterest content around and incorporate in your posts.

Because seasonality and trends change, repeat this exercise periodically to find your next content idea.

Content Best Practices

Some tips to make your content stand out on Pinterest.

• Make it appealing:

Visual quality is important, use high-resolution assets and a 2:3 aspect ratio as most audiences are on their mobile devices.

• Make it searchable:

Like SEO, incorporating popular keywords in your content is crucial to make your post appear on Pinterest search results. Instead of just saying “ Shop rings”, Mejuri also included relevant keywords like “stackable, statement, responsibly sourced, high-quality, handcrafted”.

Pinterest also recommends adding text overlays to pins to reach more people.

• Make it relevant:

People use Pinterest to plan for life, so link your content with contextual events to optimize for search & resonate more.

Instead of sharing a floral arrangement idea, reframe it around a floral arrangement for a dinner party.

Creative Ways to Use Pinterest

Growth loop with “Pin it for Later”.

Blogger “Lifestyle of a Foodie” included a “Pin Recipe” button to let readers pin it to their Pinterest boards and return to the content at a later time.

This boosts the growth of the “Lifestyle of a Foodie” Pinterest board and drives more traffic to the blog.

CeraVe captures the attention of people searching for “which moisturizer to choose” and drives them to the site to take the quiz.

Sync Your Product Catalog

LL Bean synced its product catalog with Pinterest allowing its product pins to show up as organic Pins across various shopping surfaces on the platform, which directly drives sales

Pinterest said that “Merchants who upload their product feed to Pinterest see up to a 90% increase in product saves and a 30% increase in attributed checkouts.”

Pinterest is often the “forgotten platform”, but with 600M users, if your product is suited for “visual search”, you should take this playbook and give Pinterest a try.

In partnership with Mayple

Employers estimate the total cost to hire a new employee at 3-4x the position's annual salary.

Slack, SeatGeek, Alibaba, and Groove know this. They were built by outsourcing.

These founders were saving money while focusing solely on their mission rather than managing.

Here’s how I’d outsource for marketing talent:

• Ditch the basic freelancing websites (waste of time and money)

• Head to Mayple

• Set my monthly budget

• Match with experts

• Set goals and expectations

• Monitor with ongoing success optimization

• Crush my 2024 goals

Only 5% of applicant marketers are accepted into Mayple’s network. They are vetted against 141 criteria and 10 categories so you know you’re getting the best of the best.

Join the 3,000 who already trust Mayple with a 14-day free trial.

🕳 Rabbit Hole Reads and Resources

• Your New Influencer Marketing Assistant: SARAL automatically finds micro-influencers and unlocks 8.11x ROAS. Outreach directly to creators and start building relationships today. (LINK)

• SEO: AhrefsBot is the most active web crawler among all SEO tools. They have everything you need to rank higher and get more traffic. Don’t settle for anything but the best. (LINK)

• What’s the best playbook: The repeatable one. Issac from Minikatana co-founded a candy brand with his content playbook. (LINK)

• This is a must-watch: Writing Masterclass by Sam & Shaan from My First Million. (LINK)

• Insightful: Do these 5 things if you want to get hired by Tyler Denk, CEO of Beehiiv. (LINK)