This great guide from Pinterest focuses on what you should do to create really great Promoted Pins but it is still a solid overview on how to create better Pins for your boards.
THE ART OF A PIN
Pins are ideas
People use Pinterest to discover and save ideas for things they want to do. Give a Pinner a good idea, and they’ll want to try it. While you always want to make sure your Pins are helpful, beautiful and actionable, this guide will help you cater your Pins to specific advertising objectives.
Goals to consider
When you’re creating a Pin to drive awareness, the goal is to have people consider the idea. That’s a bit different from a Pin meant to capture intent and increase engagement, which is showing people that a specific idea is achievable. And of course, a Pin looking to drive clicks should give pinners a reason to take action.
The goal of the Promoted Pin should encourage the Pinner to consider the idea.
Pinners may not take the time to read your description, so be sure the image is able to stand on its own. Steer clear from images that feel overly “usergenerated” or ones that are too busy. Lifestyle images, rather than plain product shots, can be more effective attention-grabbers.
Pins represent ideas, so if it isn’t clear from the image alone what a Pin is about, you could add a text overlay to give more context. This can be especially useful when Pinners browse more quickly.
Use the description to address any obstacles and help people envision themselves doing what your Pin conveys. For example, if it’s a recipe that looks hard, use the description to tell them it only takes 30 minutes.
Vertical Aspect Ratio
Pins are organized into columns, so vertical Pins take up more space in the feed and are more likely to get noticed—particularly on mobile devices, where most people use Pinterest (The maximum vertical aspect ratio is 1:2.8). The one exception to this is Cinematic Pins. A horizontal Cinematic Pin has more range of motion.
People love to discover new things on Pinterest. If there’s an element of novelty or newness to your Pin, make that clear to get more people to consider the idea.
Your brand stands for something, so find a way to incorporate it into your Pin. Often, the best way to do this is by including your product or packaging in the photo itself. Sometimes that’s not doable and a tasteful logo watermark works fine, too.
The Promoted Pins should make the Pinner feel the idea is achievable so they consider it.
When Pinners are on the hunt for ideas, they need information. Images with more detail, like infographics, visual lists or multiple products that collectively complete an idea that lend themselves well to getting closeups and repins. Featuring your product in a realistic setting (like a lamp in a living room) can also work well.
Pins represent ideas, so if it isn’t clear from the image alone what a Pin is about, you might want to add a text overlay to give more context.
The best Pin descriptions are inspirational and useful. They should mention the most compelling aspects of the idea, plus include any details that’ll help someone realize this Pin’s for them.
The goal of Promoted Pins is to have the Pinner take an action.
Compelling images Pictures of multiple products drive clicks because they can speak to different tastes. For example, showing multiple colors of a handbag can help people see that there are a variety of options available, which leads them to explore your site. Featuring your product in use can also help drive more clicks.
Text overlays designed for clicks lead people to action. Consider including information or a soft call to action that will help a close-to-deciding Pinner see that your business is a fit.
The best Pin descriptions are inspirational and useful. They should mention the most compelling aspects of the Pin and hint there is more to find if they click through to your website. They also use correct capitalization and punctuation.
Vertical Aspect Ratio
Before they get clicked, Pins need to get noticed and taller Pins take up more space in feeds. Design Pins with a vertical image aspect ratio of 2:3 to 1:2.8 and a minimum width of 600px.
Calls To Action
A call to action can be just what a Pinner needs to make a decision and act on the idea. Include stronger calls to action, like “buy now,” in your Pin’s description and softer ones, like “explore summer looks,” in image overlays.
Your brand’s credibility can make someone more inclined to visit your site, so find a way to incorporate your brand onto your Pin. Often, the best way to do this is by including your product or packaging in the photo itself. Sometimes that’s not doable and a tasteful logo watermark works fine, too. And of course, adding your brand to part of your Pins will help build your overall brand awareness, too.
I hope you enjoyed this curated article guide.
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