How to start a business on Pinterest | StartUp UK guide

Pinterest allows users to share ideas through pins, which contain images and text. Users create themed boards to save these pins. For example, a wedding venue may share ideas about DIY decorations or an event theme that a couple can save to their wedding planning board.

Arguably, the platform is misunderstood in the UK, with business owners not fully appreciating the opportunities Pinterest can provide. It particularly works well as a secondary platform alongside something like Instagram.

Keen to give it a go? Our new free guide, How to start a business on Pinterest, covers all you need to know about the platform and how it can benefit your business.

To give you more encouragement, here are some top tips on how a small business can use Pinterest to promote itself. Read on...

What business opportunities does Pinterest provide?

Pinterest users are looking for ideas and inspiration. People search the site for an answer to a specific question, so it works more like Google than other social media platforms, which are based around a feed and the action of following people.

The platform is very visual and allows users to find out more about things they love, want to plan, aspire to and create. It really could be anything from a midweek, gluten-free recipe to an idea for a potting table.

Can you make money on Pinterest?

Pinterest can be a valuable platform for any small business looking to make money. With its visually appealing format and large user base, Pinterest offers plenty of opportunities for businesses to showcase their products and services and make money in the process. Here are some ways to do it:

• Create engaging and visually appealing pins that drive traffic to your website or online store. By optimising your pins with keywords and relevant descriptions, you can increase your content's visibility and attract potential customers.

• Take part in group boards and collaborations, as this can expand your reach and attract a larger audience.

• Use Pinterest's advertising options to help boost your visibility and drive even more traffic to your business.

With the right strategies in place, small businesses can effectively monetise Pinterest and increase their revenue.

If a post resonates with the user, they can click on a link to visit your website. This can generate a huge amount of web traffic and gives your content a much longer life. The average lifespan for an Instagram post is 24 hours, a tweet's is eight minutes and a Facebook post lasts a few hours. A Pinterest Pin, on the other hand, has an infinite lifespan.

Most searches on Pinterest are unbranded, which makes it a good target for small businesses. People want to know about a particular topic, so they'll search for "handbag" rather than include a well-known brand like "Louis Vuitton".

Is a Pinterest business account free?

Yes, a Pinterest business account is free. But Pinterest does offer a separate business account option for users who want to promote their brand or products on the platform.

This type of account provides extra features and tools specifically designed for businesses, such as access to analytics and the ability to create and promote pins.

While the basic business account is free, Pinterest also offers paid advertising options for businesses that want to further amplify their reach and engagement on the platform.

How do I set up a business account on Pinterest?

To set up a business account on Pinterest, you just need to follow a few simple steps.

• Go to the Pinterest website and click on the "Sign up" button. Then select the option that says "Create a business account".

• Fill in the information you're asked for, such as your email address, password and business name.

• Next, you'll be asked to choose the category that best represents your business.

• After that, you can add a profile picture and a description of your business.

• Finally, you can start adding pins and boards related to your business and engage with other users on the platform.

How do I create a strategy for marketing on Pinterest?

To give Pinterest the best chance of benefiting your business, you must be strategic about how you post. And for that, you'll need a good strategy.

• Observe others and define your goals: Follow thriving brands and users on Pinterest who match what your business is offering. Explore big players and influencers in your industry to understand what the audience prefers. And set clear goals around brand awareness, conversions and website traffic.

• Schedule your content: Regular and consistent posting is essential. Plan content in advance, considering prominent dates and events.

For more information on how to develop an effective strategy for Pinterest, download our guide.

How do I create a great Pin on Pinterest?

Here's what you need to include to make your Pins stand out:

• Keywords: Posts need a really informative description and title.

• Pin image: Images need to have a 2:3 aspect ratio. People are used to having text on top of a picture. Give a teaser, but don't include all the information. Online tools like Canva can help with the layout.

• Branding: You can include a logo and website address on the image.

• Website address: Every Pin has a URL, so make sure you're pointing traffic to something that's relevant and permanent.

Hashtags tend to be quite broad compared to Instagram where it's much more focused. For example, you're more likely to use #dog on Pinterest rather than #cutedog or a reference to a particular breed.

Other guides in the series

Start a fashion business / Start a food business / Start a beauty business / Start a TikTok business / Start an Instagram business / Start an Etsy business

What type of business does well on Pinterest?

Online businesses thrive on Pinterest, whether they're selling a product or a service. Hair and beauty is often one of the top trending business categories on the platform, while food and drink and health spa and fitness are popular too. You can look up what's trending on Pinterest Trends.

Physical bricks-and-mortar shops don't do as well because it's much easier for someone to walk past a salon or find a local shop on Google.

What are the average conversion rates?

The average conversion rates on Pinterest can vary depending on a number of factors, like:

• the industry you operate in

• your target audience

• the effectiveness of your marketing strategies.

However, according to some studies and industry reports, the average conversion rate on Pinterest is around 1% to 2%. This means that for every 100 people who view a pin or click on a Pinterest ad, one to two of them are likely to make a purchase or do something you want them to do.

It's important to note there are certain factors that can influence these conversion rates, such as:

• the quality of the pin

• the attractiveness of the product or service being promoted

• the overall effectiveness of the marketing campaign

The conversion rate for users clicking through to your site and buying something varies a lot between different businesses. With this in mind, you should look at both Google Analytics and Pinterest Analytics, which include information about how your Pins are performing and the demographics of your audience.

Can I recycle content I've used on other social media accounts?

In some cases, yes. Instagram content won't work perfectly for Pinterest, but there's nothing to stop you rejigging your Instagram post using a tool like Canva to republish it on Pinterest.

But be wary of sharing too much content from other accounts. Stick to the 80:20 rule: that's 80% your content and 20% other people's. Share posts that don't detract from people going to your website.

Can I limit a Pin to a geographical location?

Pins are available to everyone but you can add more detail about geographic locations in your description, helping relevant customers find your business. For example, a wedding venue based in Gloucester could include the keywords "Gloucestershire" and "Cotswolds".

Download the guide: How to start a business on Pinterest