How to use Pinterest for your bridal business in 2021
Pinterest strategist Faye Strange discusses how to use this powerful visual search engine to your advantage and highlights some of its brand-new features.
From the moment a bride-to-be says ‘yes’ their thoughts turn to what their big day is going to look like. They are enthusiastically seeking inspiration and ideas for their own unique wedding, from wondering what dress they will wear or how they will present their invitations, to searching for eco-friendly wedding ideas or planning an outdoor wedding in a small space.
Brides are increasingly turning to Pinterest to find these ideas and plan their perfect wedding. They are using the platform to create boards on which to gather their inspiration, then they are clicking through to the linked websites to make their purchases and make their dream come true.
478 million people use Pinterest every month to find ideas and inspire their next purchase - Pinterest.com
Pinterest is a visual search engine
Pinterest is not just another social media platform that you ought to think about posting to occasionally. It’s a powerful visual search engine, and with the right keyword strategy, your content can organically reach exactly the right people again and again (and again).
Keyword optimised pins can drive traffic back to your website for months and even years.
When thinking about which keywords to use for your business, it’s important to think of what brides are actually searching for to gather new ideas. Quite often they will be using simple language and broad search terms as they begin their planning, which may then lead to more specific search terms as they narrow down the features they want to include at their wedding.
To find the keywords bridal pinners are searching for, simply enter a keyword term into the Pinterest search bar to see which other associated words come up. The list that appears will be the most popular keyword searches, relating to your original search term, that pinners are entering into Pinterest.
Take some time to research your keywords and make sure you are using them in your pin titles and pin descriptions.
72% of people on Pinterest use the platform for purchase inspiration - Pinterest.com
Recent changes to Pinterest
The past 12 months have seen some significant and exciting changes on Pinterest for brands. This also means that techniques that used to be good practice on Pinterest are no longer recommended (for example re-pinning the same pins multiple times).
Pinterest really wants its users to have an inspiring and positive experience on the platform and has introduced some important updates to help maintain that ethos for its brands and content creators.
You need to pin fresh content
Creating fresh content is key to having a successful presence on Pinterest in 2021. Pinterest asks its businesses and creators to produce inspiring content that has not been seen before on Pinterest - but what does this mean exactly?
Fresh URLs
Pinterest loves new URLs, and the more you can share on Pinterest in a consistent and timely manner, the better.
Fresh Pins
A fresh pin is an image that has never been seen before on Pinterest. This means that you can create multiple pins that point back to the same URL, as long as the image on the pin is different.
Inspire brides-to-be with Idea Pins
Idea Pins are a brand-new feature on Pinterest. They are brilliant for increasing engagement and getting more eyes on the rest of your content.
The format of an Idea Pin is a little like an Instagram Story and TikTok combined, they are a collection of multiple screens that you tap through and they can be an assortment of video, graphics, and photos. (Idea Pins were originally called Story Pins until Pinterest changed their name in mid-May.)
The wonderful thing that differentiates Idea Pins from Instagram Stories is that they do not disappear. In fact, they will very soon be searchable like all the other content on Pinterest. This means that once you’ve created one, it has the chance to be viewed multiple times by pinners searching for the words in your title and description.
Idea Pins absolutely need to be part of your Pinterest strategy in 2021; the potential for short term reach and growth for your brand by using Idea Pins is huge.
One important thing to note about Idea Pins is that there is no space for an outbound link and writing one onto the slides of your pin is discouraged. Do not be put off by this! By embracing Idea Pins, you will see an increase in engagement and followers to your account, and it’s these people who will also be seeing your other Pinterest content.
Idea Pin Tips:
- Use your own original content
- Showcase your products, give tips, spark ideas, share what’s happening behind the scenes
- Start with an eye-catching video on your first slide
- Take the viewer of your Idea Pin on a journey by having a beginning, a middle and an end
- Include a call to action at the end, ask people to follow you for more inspiration, leave a comment or take a look at your latest pins.
Use Pinterest Trends to plan your content
The Pinterest Trends tool is a powerful resource that can help you plan your content and track how people have used keyword search terms across a 12-month period (you can find this tool nestled under your analytics tab).
Simply enter your keyword search terms into the search bar and you’ll see the volume of searches that those words have received over the last year.
You’ll notice there will be key points in the year that those terms are searched for the most frequently. It’s important to take note of these spikes and make sure your keyword optimised content is ready and waiting to be found. Remember that it can take a while for your individual pins to be indexed for search, so make sure you are posting your pins well in advance.
You can use this tool to compare the volume of four search terms at a time. It’s incredibly helpful to compare how keywords are being used and it will also suggest related trends that you might not have considered.
The Pinner Mindset
When brides are using Pinterest to plan their wedding they are on a journey of discovery. They want to find new ideas, new products, and new services. Pinners are open to new suggestions and purchase ideas in a way that can’t be matched on any other platform.
Content on Pinterest doesn’t interrupt, it inspires. Tap into your future customer’s emotions and desires with beautiful images and simple words that engage them. You’ll soon find pinners saving your pins, clicking through to your website and purchasing your products or services.
Faye is a Pinterest strategist who works closely with brands to help them generate more sales from Pinterest. Get in touch with her at www.strangesocial.com
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