Each platform has taken its swing at short-form content material. From Snapchat to YouTube Shorts to LinkedIn Tales (already retired), everybody desires to offer a fast hit of dopamine by way of an infinite scroll to its viewers. On Pinterest, this characteristic known as concept pins. However they don’t disappear after 24 hours — they garner impressions and saves for years to return. That’s why understanding tips on how to use concept pins can gas your model’s progress whilst you concentrate on different features of your enterprise.
The right way to use concept pins on Pinterest: A complete information
Let’s get inventive, lets?
Historical past of concept pins
In case you’re simply studying about Pinterest concept pins for the primary time, maintain onto your hat. A fast historical past lesson is so as:
- Concept pins was once known as story pins. Provided that “tales” on different platforms usually disappear after 24 hours however Pinterest’s tales final a lifetime, there was fixed confusion. The characteristic was renamed concept pins in 2021.
- Regardless that concept pins have been round since 2019, they’re nonetheless solely accessible to creators in 37 nations (examine availability right here). Pinterest Press didn’t reply to my requests for touch upon when this characteristic can be accessible globally.
For creators who do have entry, the chance is ripe for the selecting.
Concept pins are simple to make, final a very long time, and get premium actual property on the cellular app.
Right here’s every little thing you have to know to start out making concept pins right this moment.
Associated: The entrepreneurs’ information to Pinterest advertising
What’s an concept pin on Pinterest?
An concept pin is a bit of Pinterest content material that consists of 1-20 pages (additionally known as slides). The pages could be both static photos, graphics or movies, and are supposed to present viewers a whole concept throughout the submit itself.
Which means: customers don’t have to click on via to a hyperlink in your web site for recipe substances, tutorial steps, and so forth. All the crucial data is included on an concept pin’s 1-20 pages.
Right here’s an instance from my model on Pinterest:
How are concept pins completely different from regular pins?
The quick reply to this query is that an concept pin doesn’t embrace a hyperlink again to your web site. They maintain customers on the platform and are supposed to be participating, inspiring and share-worthy all throughout the 1-20 pages themselves.
You possibly can determine an concept pin by the web page icons within the higher left-hand nook of the web page. If an concept pin begins with video, you gained’t see the slide icon however you’ll have the ability to faucet via the completely different pages when you open the thought pin to full-screen.
Nevertheless, this reply about concept pins and hyperlinks is altering (once more). In 2019 when this characteristic graced the very first accounts, creators might embrace a hyperlink on each single web page of an concept pin. Then by 2020, the hyperlink characteristic was eliminated.
And now, it’s coming again. Pinterest has teased this new characteristic for months, giving choose accounts within the U.S. early entry.
It’s unclear when Pinterest will roll out this characteristic to all accounts with concept pins, nevertheless it’ll be one other large incentive for accounts and can make concept pins much more impactful to a model’s Pinterest technique.
Do concept pins get extra views than different pins?
When studying tips on how to use concept pins on Pinterest, I’m certain you’re questioning in the event that they get extra views than different pins. In some methods, sure.
The random distribution of concept pins is wider than regular pins.
Regular pins will present within the dwelling feed however primarily they stay in search outcomes. Alternatively, concept pins are much less optimized for search and so they stay extra on the house feed than in search outcomes.
Concept pins additionally get extra publicity on the cellular app. I counted the highest 50 dwelling feed outcomes on cellular and desktop, and located these outcomes:
- The desktop dwelling feed had six concept pins within the first 50 outcomes.
- The cellular app dwelling feed had 21 concept pins within the first 50 outcomes.
Cell app customers are first introduced with a prime bar of concept pins.
To be featured within the prime bar, you MUST create concept pins. No different varieties of pins are displayed right here.
Since 85% of pinners use the cellular app, this publicity is huge.
A further case for utilizing concept pins on Pinterest
Given the shortage of visitors, you should still be tempted to not make investments — so I examined the distribution of concept pins additional.
I uploaded the identical video as each an concept pin and a video pin (video pins are “regular pins” and due to this fact generate web site visitors). Listed here are the outcomes.
Concept pin stats:
- Impressions: 594.26k
- Saves: 2.22k
Video pin stats:
- Impressions: 18.53k
- Saves: 192
Observe: I uploaded these pins in 2021, and the analytics mirror the approach to life attain of every pin.
The ratio of regular pins to concept pins on the platform will change: Pinterest is actively experimenting with what proportion of concept pins to show in search outcomes and on the house feed.
Nevertheless it’s clear that for now, the alternatives for concept pins on Pinterest are ripe for choosing.
How can concept pins assist your model?
On the 2020 Pinterest Creators Pageant, Pinterest described concept pins as “the first-time creators can construct their viewers immediately on the platform.”
What this implies is that even creators with out a web site can qualify for a enterprise account and scale their model.
This was a foundational change for content material creation on Pinterest.
Creators with web sites take pleasure in prolonged advantages:
- The flexibility to check out new content material with out committing to a whole weblog submit, YouTube video, and so forth.
- Elevated distribution on the house feed
- The flexibility to publish extra content material in much less time (an concept pin takes lots much less time than a conventional piece of content material, particularly with templates)
- Follower progress
You may make concept pins that comprise a single message comparatively shortly. For example, as a substitute of manufacturing a whole newbie’s information to studying yoga, you possibly can share ideas for one pose, like Stephanie Fowler did on this concept pin instance:
Many creators gained’t use concept pins out of precept: no hyperlink, no cube.
However frankly, that simply signifies that there’s much less competitors for individuals who are prepared to adapt to the modifications of the platform. And I feel these modifications are finally good for creators’ whole accounts (I’m speaking traffic-driving pins, too).
As a Pinterest supervisor, I create content material for various accounts throughout industries and have seen the identical sample repeat itself:
Publishing concept pins additionally will increase the distribution of static pins and video pins.
Let concept pins assist your model attain extra viewers, entice extra followers, and additional your Pinterest advertising efforts as an entire.
The right way to make an concept pin
Don’t flip to Pinterest for concepts simply but; brush up right here on greatest practices first. Be sure to solely use good concept pin examples as your inventive inspiration, otherwise you danger making simple and customary errors.
The place to make concept pins
You may make concept pins utilizing graphic design software program just like the GoDaddy Studio or throughout the Pinterest app itself.
Listed here are a couple of fast design fundamentals:
- Use these dimensions: 1080 x 1920 pixels.
- Embody your branding.
- Don’t cram an excessive amount of onto every web page — you’re allowed to make use of as much as 20 pages! Let your pages breathe.
You would possibly discover these are the very same dimensions as Instagram tales and reels. Earlier than dashing to add your entire current content material onto Pinterest, heed this warning:
It’s OK in your concept pins to return from current content material, however you should repurpose it in a sensible approach.
We’ll get into specifics in a minute, however do not forget that you’re going to get much better outcomes out of your concept pins while you take the time to tailor them for Pinterest customers.
It is a little bit of a contentious level for Pinterest fans. Throughout Pinterest’s social media, pinners go away feedback complaining in regards to the TikTok movies overlaying their feed. It’s true that the Pinterest algorithm is clearly pushing TikToks and Instagram reels proper now, however viewers don’t prefer it and I anticipate it’s solely a matter of time earlier than the algorithm modifications.
The important thing to long-term success on Pinterest, past the fundamentals of tips on how to use concept pins, is taking the time to customise or create content material from scratch.
Associated: GoDaddy Studio and Pinterest make excellent inventive companions
What number of pages lengthy ought to an concept pin be?
Concept pins enable as much as 20 pages, with every web page permitting 60 seconds of video.
That’s proper! Twenty minutes of add house. It’s a mistake to lump concept pins in with all the different short-form content material.
There’s sufficient room to be thorough, present each step, and supply ideas or warnings.
Along with the pages themselves, you even have a title and outline to assist readers perceive your content material and implement it on their very own.
Rule of thumb: Intention to add no less than 5 pages. By no means add only one web page.
Unsure what number of pages to make your concept pin? Attempt following this method:
- Cowl video introducing your matter
- 1-2 pages with steps, ideas, warnings, and so forth., for executing this concept
- 1 web page explaining what else you supply on this topic
For instance, check out how the calligraphy lecturers behind Loveleigh Loops structured this concept pin:
We will break down the pages of this concept pin right into a easy method:
- Web page 1: Cowl/introduction
- Web page 2: Steps
- Web page 3: Inspiration
- Web page 4: Model’s huge supply
- Web page 5: call-to-action
Define your concept pin pages in a easy and clear approach.
Select your matter
Slightly than reinventing the wheel, use an current piece of content material as inspiration in your first concept pin.
Discover inspiration in your first concept pin in a:
- well-liked e mail that you simply despatched your subscribers
- Instagram submit, tales or reels
- bite-sized YouTube video
- YouTube Brief
- Twitter thread
- weblog submit
Associated: Recycle! Cease making your content material a one-hit marvel
Widespread errors to keep away from when repurposing your content material
Take away logos from different platforms. Leaving a TikTok or Instagram watermark makes it clear you didn’t create this content material for the pinner.
Don’t skimp on the pages. Break the thought down into as many pages as potential. Recap all the vital factors of your concept pin content material in textual content.
Right here’s a terrific instance from B Design Studio. As an alternative of utilizing simply the video and making a one-page concept pin, easy slides break down the concepts additional and have a transparent call-to-action and a proposal to customers:
Dimension every little thing to suit the web page accurately. Don’t add concept pins with textual content, photos or movies which are cropped off-screen. It’s off-putting to customers and makes it actually obvious that you simply popped this content material onto Pinterest from one other platform.
Depart the developments on their platform of origin. Concept pins have a lifespan of years, so even when each single pinner was on TikTok, your corn reference goes to be misplaced into the void. Don’t copy/paste developments from different platforms onto Pinterest concept pins.
Don’t depend on audio. By default, audio on Pinterest is muted, so ensure your message comes throughout visually. Embody subtitles on your entire audio messages to maintain the messaging accessible.
Right here’s a terrific instance from Self Management World that makes use of video however makes it accessible with subtitles and a written breakdown of the message:
Flip your concept into slides
Let’s take a second to interrupt down your content material concept and switch it into a strong concept pin define.
Slide 1: What’s this concept pin about?
Even you probably have very robust visuals, embrace textual content overlays in your cowl slide. This helps you introduce your matter clearly and supply context immediately.
New viewers members don’t know what your content material is about, so you have to explicitly inform them.
Keep away from statements like:
- 5 simple ideas
- My favourite provides
- Morning routine
Additionally, use video on web page one in case you can. On the Pinterest Creators Pageant, Pinterest described video as one of the simplest ways to interrupt via the feed.
Take this instance from Meg Garrod, who introduces her concept pin in a brief cowl slide after which will get proper into the content material and ideas she’s sharing:
Slides 2-4: What are you making an attempt to speak?
On the within pages, reply questions like:
- What’s vital to find out about this matter?
- Any warnings to share, or widespread errors?
- What does this appear like in actual life?
Preserve it easy. You should use a sentence on every web page, and even depend on footage.
Right here’s an instance from Previous World New exhibiting kids’s clothes that expands to suit the kid as they develop. Web page one launched the subject, and the extra pages present the identical piece of clothes all through the years.
Slide 5: Name-to-action.
Like all efficient advertising, your Pinterest concept pins have to inform the viewers the place to go.
Whenever you’re deciding in your concept pin’s call-to-action, remember that this can be a type of fast, short-form content material. To efficiently convert as many viewers as potential to followers, you should present the reader with a transparent supply.
Utilizing call-to-action messages like “comply with me for extra!” leaves cash on the desk. Present the viewer with extra context about what you supply to allow them to simply say sure.
In the event that they don’t immediately say sure, they’ll say no.
Right here’s a terrific instance from A Manner Overseas, which ends with the call-to-action “get extra motivation, inspiration and guides on transferring and touring overseas – comply with @a_wayabroad.”
Think about any of those concept pin call-to-actions:
- Comply with @yourbrand for extra [tips]
- Go to @yourbrand for [topic] sources
- Save this [topic] tip for later
- Wish to be taught extra about [topic]? Comply with @yourbrand
- Your [topic] go-to, comply with @yourbrand for extra sources/merchandise/inspiration
Take this instance from Imed Djabi, who used the ultimate web page of his concept pin to push a product:
Ask your self: what do you see because the best-case situation final result of a viewer studying your concept pin? Don’t hope that they take the step on their very own. Ask them to do it.
Concept pin search engine optimization: Key phrases
Given that concept pins primarily stay on the house feed as a substitute of in search outcomes, you would possibly really feel tempted to skip the optimization step. That’s a mistake, and right here’s why: Pinterest’s algorithm nonetheless wants to know what your pin is about to be able to counsel it to viewers.
Plus, some concept pins do present up in search outcomes.
Use key phrases in these locations:
- Picture file names (e.g., DIY-coconut-hair-make.PNG not idea-pin.PNG)
- Textual content overlay on graphics
- Concept pin title
- Concept pin description
Take this concept pin instance from Wholesome Easy Yum. The clear textual content on the picture studying “home made oat milk,” plus the identical phrases within the title, helped clearly inform the algorithm what this pin is about.
Associated: Why it is best to spend money on search engine optimization
The right way to publish an concept pin
You possibly can add an concept pin from both the cellular app or desktop.
To publish an concept pin on desktop, click on Create within the higher left-hand nook and choose Create concept pin from the menu.
Click on Create new after which drag-and-drop your MP4s and PNGs onto the display.
On the following web page, ensure concept pins are within the right order. Then click on Subsequent to finalize your concept pin.
On the Ending touches web page, add your concept pin title, choose tags, and select your most related board. Then, click on Add the main points so as to add your description.
Use the main points part so as to add an outline. Write in full sentences and embrace key phrases naturally.
The importing steps on the cellular app are simply as direct, however I like to recommend that you simply add by way of desktop in order that it’s simpler so that you can do your Pinterest key phrase analysis and optimize your concept pin as you add. In case you add by way of the cellular app, don’t neglect to take the time for this step!
You possibly can thoughtfully repurpose your concept pins on Pinterest throughout your whole social media ecosystem.
Flip an concept pin right into a:
- LinkedIn carousel submit
- Instagram carousel
- Instagram story
- Instagram reel
- YouTube quick
- WhatsApp story
- Google My Enterprise replace
The door goes each methods, too. You possibly can recycle plenty of current content material advertising into an concept pin, with the precise massaging.
Take this instance from Socialshout. This concept pin seems to be prefer it was initially an Instagram carousel, nevertheless it works effectively as an concept pin as a result of it doesn’t depend on developments, audio or comprise the Instagram watermark:
The chance to propagate content material has by no means been better, and your efforts have by no means been in a position to go additional.
No on-line platform stays the identical endlessly, and our beloved Pinterest is not any completely different. Each platform develops new options and tries to maintain up with its opponents, and we will select to withstand or to develop together with it. By studying tips on how to use concept pins on Pinterest, you select to develop.
It’s time to see this new characteristic as a software for engagement, viewers constructing and enterprise attain.
Spend an hour repurposing current content material advertising right into a Pinterest concept pin and also you’ll be stunned to see how briskly and simple it may be.
The truth is, this is perhaps your new favourite sort of content material simply ready to be found. Hop into the GoDaddy Studio to get began proper now.