A common misconception is that Pinterest is a platform only used to find new recipes and DIY projects. However, this could not be further from the truth. Pinterest is a popular search engine that attracts millions of unique users monthly. It can be a powerful tool for purpose-driven organizations to share their mission, engage with their online community, and drive organic traffic to their website. 

For example, a non-profit that helps new moms with maternal and infant health education can create pins for all of its blog posts. This would help get the organization’s name out there and inform its audience of the available resources. Another example we have tackled before is using Pinterest to drive traffic to a school district’s YouTube channel, which housed healthy cooking shorts. 

Creating the perfect Pinterest pin can help communicate your organization’s brand awareness and unique messaging. Here’s how to use Pinterest’s best practices to construct a compelling pin.

Define Your Objective

Before creating a Pinterest pin, it’s essential to determine a clear objective. What do you want to achieve with this pin? Are you looking to drive traffic to your website? Are you promoting a free resource? Are you looking to attract your ideal customer avatar (ICA)? Having a clear purpose will guide the design and messaging of your pin.

Visual Appeal

Your pin’s visual aspect is pivotal for grabbing attention and eliciting engagement. Choose high-quality, eye-catching images or video clips that align with your organization’s mission and values. Ensure the image reflects your organization’s purpose, whether it’s a striking photograph, inspiring graphic, engaging infographic, or video. 

Canva is a fantastic platform for creating clickworthy pins. Plus, they have a free plan, or if interested, you can sign up for a pro membership that includes premium stock images. Canva also has templates for the ideal size for a pin: 1000 × 1500 pixels or 2:3 ratio. Whichever you decide, make sure your image or video is unique. Good news and bad news: Pinterest has an excellent spam filter. However, you have to ensure you publish original content; otherwise, your account could be flagged. The most important rule to remember is never to post the same image, graphic, or video more than once. Remember to keep the content fresh and your audience engaged!

Create an Engaging Title

Your pin’s title should be intriguing and concise. Use keywords relevant to your organization to optimize discoverability and attract your target audience. Consider incorporating action words or a thought-provoking question to encourage engagement. For example, the sentence starters below tend to perform well on the platform:

• Top tips
• Best practices
• How to

Provide Value in the Pin Description

After you’ve established the aesthetics of your pin, ensure it offers valuable and relevant content that resonates with Pinterest users, specifically, your ideal customer avatar (ICA). Whether providing valuable tips or promoting a meaningful resource, be sure the content adds value to the viewer’s experience. Tailor your message to address the interests of your target audience while staying true to your organization’s purpose. 

Add a Call-to-Action (CTA)

Be clear and concise about the next steps. Your CTA must prompt users to take the desired action, whether visiting your website, downloading a free resource or lead magnet, donating to your cause, or joining your community. Use action-oriented language and explicit directions on what to do next, and most importantly, add your link.  

Optimization

Enhance your pin’s searchability by optimizing it for Pinterest’s SEO. Incorporate relevant long-tailed keywords into your pin’s title, description, and alt text to improve its visibility in search results. Long-tailed keywords are short phrases containing three or more words relevant to your organization’s niche. Research popular search terms related to your organization and incorporate them purposefully to attract organic traffic.

Branding

Establish a consistent visual identity for your organization across all your Pinterest pins to strengthen brand recognition. Use cohesive colors, fonts, and images that align with your organization’s branding. Incorporate your logo, website URL, or watermark on each pin to reinforce brand recognition. This will also help prevent anyone from trying to copy your original content. 

Testing

Experiment with different pin formats, styles, and messaging to understand what content your audience responds to. Consider using A/B testing to see which types of pins attract the most engagement and will drive user traffic to your website or desired link. Use Pinterest Analytics to track pin performance and identify meaningful insights. 

Curating the perfect Pinterest pin for your purpose-driven organization requires a strategic blend of distinctive visuals, engaging messaging, and optimization. By following these tips and best practices, you can create pins that inspire, educate, create an online community, and increase website traffic. Utilizing the power of Pinterest can help amplify your organization’s message and have a positive impact. If you have questions about implementing Pinterest for your organization’s efforts, please send us a note, and we’ll get back to you as soon as possible.