0:01 Hey there business owners. Do you ever
0:04 feel incredibly confused by the
0:06 Pinterest jargon? It feels like there's
0:08 all these words that are happening when
0:09 people talk about Pinterest marketing,
0:12 but you literally have no idea what they
0:15 mean. You are not alone. And today I'm
0:17 going to break down what some of these
0:19 terms mean so that you can greater
0:21 understand Pinterest and Pinterest
0:23 marketing and how it can help your
0:25 business. I am a Pinterest educator with
0:27 the Pinterest educator programs. and
0:29 creating this in partnership with them
0:31 so that we can get the word out to more
0:33 business owners as to how to use
0:35 Pinterest in a really effective way that
0:37 can help their business grow. I believe
0:38 Pinterest is one of the most
0:41 underutilized platforms for creators and
0:43 sellers out there. And I want to help
0:45 get more people educated so that they
0:47 can feel empowered to use the platform
0:51 in the right way. But first, we want to
0:54 dive into what is Pinterest. Now, I want
0:56 to start here because I want us all to
0:58 be on the same page before we go into
1:00 these terms. Pinterest is a search and
1:02 discovery platform. I often tell people
1:04 who are new to Pinterest, Pinterest is
1:06 like a library. Instagram is like a bar.
1:09 So, if you try to take what you know
1:12 about social media marketing and put it
1:14 onto Pinterest, it is going to be a very
1:16 frustrating process for you. You're
1:17 going to feel like you're failing
1:19 because what works over here in the bar
1:21 doesn't work in the library. It's like
1:23 talking really loud is strange and weird
1:25 in a library and then someone reading a
1:27 book in the middle of a bar is really
1:29 strange and weird, right? And so we want
1:31 to extract what we know about other
1:34 social media platforms and not apply
1:36 them to Pinterest, but understand that
1:38 Pinterest is a visual search and
1:41 discovery. It is where people go to
1:43 discover new ideas and new products that
1:46 will help them in their life. And for
1:48 you as a business owner, you want to get
1:51 in the middle of that whole process to
1:54 really impact people so that they can
1:57 become new readers or new buyers. So,
1:59 here's a few stats that I think are
2:00 important for you to know about
2:04 Pinterest. 85% of penninners use the
2:07 platform to plan their projects, to plan
2:08 their trips, or to figure out what
2:11 they're going to purchase. 80% of people
2:14 on Pinterest weekly penninners discover
2:16 something new. It is like, "Oh my gosh,
2:18 I never knew this was even an option."
2:21 It's the aha moment that they have when
2:23 they are interacting with the platform.
2:25 Your business can be part of that aha
2:27 moment. This is my favorite stat. I
2:31 mean, I've loved this one forever. 96%
2:33 of searches on Pinterest are unbranded.
2:35 So, what this means is you don't have to
2:37 have a huge following. You don't need to
2:40 be an influencer to make an impact on
2:42 Pinterest. It essentially levels the
2:45 playing field for all businesses. So,
2:47 here's an example. We had worked with a
2:49 client before who is a handmade tile
2:51 seller. She's competing with these
2:53 bigger box companies, ones like Home
2:56 Depot and Lowe's, and she's able to get
2:58 in front of purchasers simply by being
3:00 smart about the way that she uses
3:02 Pinterest because she knows that the
3:04 searches on Pinterest are unbranded.
3:05 They aren't going to Pinterest and
3:08 searching Home Depot tile. They save
3:09 that for Google, right? They're going to
3:12 be inspired, going to be delighted by
3:15 what they find. The last is that Gen Z
3:18 is a super fast growing demographic on
3:19 Pinterest. I feel like Gen Z is also a
3:21 fast growing demographic everywhere. I
3:25 have Jenzers in my home and 84% of Gen Z
3:28 says that weekly they discover new ideas
3:30 and new products and that it is
3:32 inspiring to them. That is encouraging
3:34 for you if you are a business owner that
3:37 is specifically targeting the Gen Z
3:39 demographic. But if you are not
3:40 specifically targeting the Gen Z
3:42 demographic, I just want to remind you
3:44 that all generations are using
3:48 Pinterest. My mom, who is in her mid70s
3:51 all the way down to 14year-olds, are
3:53 using Pinterest. So the generational gap
3:55 is wide, and there is an opportunity out
3:58 there for you and your business. So
3:59 let's talk about terminology. There's a
4:01 few terms I want you to become familiar
4:03 with. Now, we could go deep and maybe
4:05 create a whole encyclopedia, but we're
4:07 not. We're going to keep this to
4:08 probably the top six or seven that are
4:11 most important. The number one is pin.
4:12 Some people will come to say me and say,
4:15 "What is a pin?" A pin is just a post.
4:18 It is essentially a visual image of what
4:20 it is that people can find when they
4:21 click on it and come to your website.
4:24 That's it. So, a business wants to use
4:26 this in a way where they communicate
4:28 real quickly, kind of like a billboard,
4:30 what it is people can find on the other
4:31 side of that pin. So, if you're a
4:34 business owner, for example, a bakery in
4:35 like South Carolina and you specialize
4:38 in wedding cakes, you want to not only
4:40 create amazing visuals of your wedding
4:42 cakes, but every once in a while, you
4:44 also want to add a little bit of text or
4:46 copy on that particular image that says
4:48 what it's about. So, this could be the
4:50 top five wedding bakeries in South
4:53 Carolina or the top five things you need
4:56 to know before you purchase your wedding
4:57 cake. You're giving a little bit of
4:59 context for people to understand what it
5:01 is they're going to find when they click
5:03 on this image and go to your website.
5:06 Now, let's break it down into the types
5:09 of pins. The number one pin out there is
5:11 just a standard pin or also called a
5:15 static image. It's just an image. That's
5:17 pretty much what a standard pin is. I
5:19 like to call these the flagship pin of
5:22 Pinterest. It is the pin that you will
5:24 see out there majority of the time. And
5:27 that's been the same way really since it
5:29 started is that these particular static
5:32 images tell a quick story in order to
5:34 get people to save it, which we're going
5:35 to talk about in a minute, or to click
5:37 on it to come to your website. The next
5:40 type of pin that's been not recent, but
5:42 as there's been the development of video
5:43 is a video pin. People on Pinterest
5:45 aren't looking for long form video.
5:47 They're looking for something that is
5:50 short form. So that would be a teaser or
5:51 something that's going to lead them to a
5:54 longer form video or an article or even
5:56 a product that they want to learn more
5:58 about. I recommend keeping these between
6:01 30 seconds and a minute 30 just because
6:03 it doesn't seem like people watch over
6:05 that minute 30 mark. I believe you can
6:07 upload all the way up to 4 minutes or 5
6:09 minutesish. I'll put the recommendations
6:11 down below for video, but you want to
6:14 keep it really short and poppy, kind of
6:15 like what you would do on other
6:18 platforms as well. The next is a product
6:21 pin. A product pin gives the information
6:23 about the particular product. It's
6:25 pretty cool because it also has this buy
6:28 button and it has the price and you can
6:30 get these by connecting your catalog as
6:32 a shop owner. We have another video
6:35 about that all in our e-commerce series.
6:36 So, go ahead and watch that. But a
6:38 product pin essentially shows the image
6:40 of the product and then it gives the
6:42 information about the product. That's
6:44 it. The other one is a carousel pin. I
6:46 have a video here on my channel all
6:47 about carousel pins, but it's
6:50 essentially static images upload so
6:52 people can swipe through them. So,
6:55 here's a practical example. You are a
6:58 clothing retailer and you have a sandal
7:00 that you want people to know is in
7:02 multiple colors and you have different
7:04 images of people wearing this particular
7:06 sandal in these different colors. You
7:08 can upload all of those into a carousel
7:10 pin so that the person interested in
7:11 these particular sandals can simply
7:14 swipe through the pin to see what the
7:16 offers are. I love this because maybe
7:18 the first image that shows up is a black
7:20 sandal, but maybe they're interested in
7:22 a green sandal. They can swipe through,
7:24 find the green, and then click to come
7:25 to buy the sandal. Now that we know what
7:28 pins are, let's go to the next term,
7:30 which is board. What in the world are
7:33 boards? So, I am Gen X. When I planned
7:36 my wedding, there was no Pinterest.
7:38 There wasn't internet, but there was no
7:40 Pinterest. And so, what we would do is
7:42 we would get all these magazines and we
7:44 would tear out everything that we were
7:46 interested in or we wanted to save in
7:48 order to plan for the wedding and we
7:50 would put them into a binder. A board is
7:52 essentially the modern version of a
7:54 binder. It's a place where the pinter
7:57 goes to save all of their great ideas
7:59 categorized in a way that helps them
8:01 find it later. So, if you're a business
8:02 owner and you're thinking, "Well, how do
8:04 I use boards?" Let's say you're a
8:06 fitness coach and you talk about
8:09 post-workout meals, ways to get in
8:11 protein, you talk about fitness
8:14 routines, you talk about nutrition, you
8:15 can create different boards that
8:17 highlight and showcase all the different
8:19 content that you talk about. What's
8:21 great is then you're categorizing your
8:24 content in a way to where the pinner can
8:27 understand what it's all about. It's
8:29 pretty cool. I love boards and I love
8:32 the organization that we have all around
8:35 boards. The third term is saves. Saves
8:38 are essentially what people do when they
8:40 want to save something to their board.
8:42 They are finding something, putting it
8:44 in their binder, and saying, "Yep, I
8:46 want to save this for later." It's also
8:47 one of the most important metrics for
8:49 you to track as a business owner on
8:52 Pinterest because it shows intent. It
8:53 shows that people are interested in what
8:56 it is you have to offer. And so saves
8:58 are something definitely to be a paid
8:59 attention to. We'll talk about that in a
9:01 future video when it comes to analytics,
9:03 but it's just really important for you
9:05 to know that saves are an incredibly
9:08 important part of the whole ecosystem.
9:10 So how it works is that somebody will
9:13 click on an image on a pin. They might
9:15 close up to that particular pin, decide
9:17 if they want to save it, and then save
9:20 it to their board. Now, here's the cool
9:22 part is that because Pinterest is seeing
9:24 that this person is interested in these
9:26 particular topics, the next time they
9:28 open up Pinterest, they're going to show
9:30 them more of this particular topic or
9:32 product. Here's a great example. I am in
9:34 the process of really planning and
9:36 designing our backyard. I live in the
9:38 Pacific Northwest and it rains a lot. I
9:40 would like a great back like awning for
9:42 our back porch. I am on Pinterest late
9:44 at night and I'm saving things to my
9:47 backyard patio board left and right. The
9:49 next time I open up Pinterest, there's
9:51 more great ideas about backyard awnings.
9:53 It's really helpful to me because then
9:55 I'm not always having to search. I just
9:57 get that served up in my feed when I
10:00 open up the app. So saves are a great
10:03 indicator of what people are interested
10:05 in, which makes the opportunity for you
10:07 to connect with that particular pinner
10:08 higher and higher every single time.
10:11 Pinterest SEO. So I talked about
10:12 Pinterest being a visual search tool,
10:15 right? Well, it's very similar to what
10:17 we find on Google, except for it's
10:20 imagebased versus textbased. So, a lot
10:22 of people will say Pinterest SEO. It's a
10:23 term that a lot of marketers will throw
10:26 around. What this simply means is that
10:27 you want to make sure you're using
10:30 keywords in every place that you can on
10:33 Pinterest in order for the person to
10:36 find the pin and to save it to their
10:38 board. See how that works? So, when you
10:40 have an opportunity to add natural
10:42 sounding sentences with keywords you
10:44 know that your ideal customer is using,
10:47 you can add those into any fields that
10:48 Pinterest will allow you to populate
10:51 that information. So, here's an example.
10:52 Let's say you have a real estate owner
10:54 or real estate agent who is targeting
10:56 firsttime home buyers. They've created a
10:59 pin and it has a home with the words 10
11:01 things every firsttime home buyer needs
11:03 to know. And they're going to save it to
11:05 their firsttime home buyer board. And I
11:08 want to make sure that the terms on that
11:09 particular pin are around first-time
11:11 home buyer and then on that board are
11:13 around first-time home buyer so that it
11:16 all comes together to create this
11:19 Pinterest SEO magic. It's really just a
11:22 way to make sure that the content or the
11:24 products that you've developed end up
11:27 matching the searches of the pinner on
11:28 the platform. That's it. And there's no
11:30 tricks, there's no gimmicks, there's
11:32 none of that. You just want to really
11:34 make sure that you're using the right
11:36 keywords that you know people are going
11:37 to be putting in. I heard a phrase a
11:40 long time ago, reader friendly is search
11:42 friendly. So when people ask all these
11:44 questions about what keywords do I use,
11:45 where do I put them? Blah blah blah blah
11:48 blah. Think about what people might be
11:50 putting into the search bar. That's it.
11:52 And make it the terms that people are
11:53 going to be using. The Pinterest
11:56 algorithm. Algorithms are a big thing
11:58 for business owners who are going to be
11:59 using platforms to market their
12:01 products. They're curious about how
12:04 these algorithms work and how they, you
12:06 know, really tap into that. I've given
12:08 you some clues already, but it's called
12:10 the smart feed. And the smart feed
12:14 essentially is there to serve the pinner
12:16 so that when they open up their phone
12:18 and they look at the Pinterest app,
12:21 they're getting exactly what they want.
12:22 In fact, very similar to my backyard
12:25 patio, Pinterest is starting to know me
12:27 and they know what it is I'm looking
12:30 for. I have a mix of recipes. I have a
12:32 mix of backyard patios. I searched for
12:34 my daughter's senior photo ideas. All of
12:37 that is coming together in my smart
12:38 feed. And that's what it's called, the
12:40 smart feed. So, when you're thinking
12:42 about how to optimize for the algorithm,
12:44 you want to create a great pin. You want
12:47 to tackle Pinterest SEO and you want to
12:50 pin those boards that are keyworded to
12:52 where this all can happen to where the
12:55 user knows exactly who you are, what you
12:57 do, and what your boards and your pins
12:59 are about. When you put all those
13:01 together, and sure, there's a lot of
13:02 nuances to it, and there's a lot of
13:04 things you need to understand about the
13:07 details and creating great images and
13:08 finding the places where you go to
13:11 search for trending topics or particular
13:13 keywords. But for the most part, if you
13:15 nail these simple things, this is how
13:18 you can find success on Pinterest. So
13:20 tell me, what are the other terms that
13:22 you've heard people use that I didn't
13:25 cover today that you really wish I had
13:27 tackled in order to help you have a
13:29 better understanding? Now, I hope that
13:30 I've covered most of them and there's
13:33 not too many you're left curious about,
13:34 but if you have some, go ahead and
13:36 comment down below. And last, I'll leave
13:38 you with this. If you are new to
13:39 Pinterest marketing and you are
13:41 wondering if Pinterest is the right
13:43 place for you, I have two things for you
13:45 to do. One, I want you to go search your
13:47 business if it's already existing, your
13:49 business name and the product. And I
13:50 want you to see what's already on
13:53 Pinterest. And for most people, they
13:55 find that the people are already saving
13:57 their content over there. So that's task
13:59 number one. Number two, I want you to
14:01 open the app on your phone. I want you
14:03 to scroll through the app and I want you
14:05 to use Pinterest a little bit just to
14:07 see what it's like. This is especially
14:08 true for those people who have never
14:10 used Pinterest and they are confused by
14:12 it. They are wondering how they're going
14:14 to even use it for business. It is just
14:16 generally a confusing point for them. I
14:19 recommend 10 minutes on the app maybe
14:21 for a couple of days just so that you
14:23 can get a feel of it. You can be the
14:25 pinner yourself and when you understand
14:27 that it makes you a better marketer. All
14:28 righty. Thanks so much for watching and
14:30 make sure you grab those other videos
14:31 that I referenced below and start
14:34 watching those so you can be a really
14:36 powerful Pinterest marketer in order to
14:38 transform your business. [Music]
