Convince customers and professionals with Pinterest

Crafts 4.0: Around 16 million Germans use Pinterest as a social network and search engine for visual content. Craftspeople, in particular, find it ideal for reaching customers, apprentices, and skilled workers with their own content.

This article is part of the special topic Digital Crafts

Among social networks, Pinterest a special position. Although users can comment on posts and react with emojis, the social component not so much in the foregroundInstead, Pinterest works more like a Search engine for visual content. The platform thus offers many craft businesses have great potentialto reach customers, new trainees and potential specialists with your own content.

The Functionality from Pinterest differs in many aspects from other social networks, While at Facebook or Instagram While the timeliness of posts is very important, Pinterest is more about the long-term inspiration from users and the discovery of photos and videos. The name itself, a combination of "pin" and "interest," makes it clear that interesting content should be "pinned" to specific pages. Pinterest "pins" consist of Photos or videos, which are accompanied by a comment and a link. The links lead, for example, to your own websites with products, services, reference projects, online shops, or job advertisements.

Set up thematic pinboards

The self-published pins can be distributed across different virtual pinboards, which each user can create for specific topics. For companies, for example, this is a good option. Pinboards on topics such as "Handcrafted Products" stated, "Training in the skilled trades", or "Jobs in Skilled tradesFor certain trades, pinboards on topics such as "Wedding," "Current Trend Hairstyles," "Original Baked Goods," or "Efficient Air Conditioning" are also suitable – there are no limits to your imagination.

This allows add other people's posts to your own pinboardsto fill the area faster. However, you can also other users post photos and videos of their own business on their pinboards Copy. By directly linking your own posts, the more other users use them, the more website views they generate in the long run.

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Build targeted reach

In order to build up a significant reach more quickly as a Pinterest beginner, we recommend so-called Group boardsPublish here multiple users share posts on specific topics. The advantage: Other group members quickly become aware of new posts, so your own photos and videos are more likely to be clicked on.

For a greater reach, companies should Promote your Pinterest account on other channels, for example in social mediain Email signatures, on Business Cards and your own homepage. Another way to increase your awareness, especially at the beginning, is paid Pinterest ads – so-called "Promoted Pins". These are then highlighted on the Pinterest homepage or in search results for the desired target group, which can be defined based on several criteria. Especially for Online shops can generate more visits, because most Pinterest users are specifically looking for creative ideas or certain products – which is why the willingness to buy is high.

Inspire skilled workers and trainees

When companies use Pinterest to recruit trainees and skilled workers, they can also reach potential applicants who are not actively looking for a job. Authentic and humorous presentation of your own work in pictures and videos can make people aware of your company – and land with just one click on the Career page of your own homepage. By creating different pinboards, Pinterest can be used to target trainees and skilled workers.

Efficiency through automation

To ensure that your own photos and videos are found via the Pinterest search engine, Keywords play an important role. Therefore, your own posts should always contain terms that interested parties will later search for. To make the regular publication of new posts time-saving, this Automate the process: With tools like Tailwind (tailwindapp.com), companies can pre-produce their posts and automatically publish them on desired days or times.

Popular pin formats on Pinterest

• Standard pin A standard pin consists of a portrait image with or without text.
• Collection pin Collection pins allow you to link up to 24 products in an online shop.
• Catalog pin Using Pinterest's catalog feature, you can create catalog pins with individual products. With one click, users are taken directly to the product page in your online shop.
• Carousel Pin Carousel pins consist of two to five images that are displayed one after the other, like a slideshow. This can be used to display short instructions, before-and-after comparisons, work progress, or short stories.
• Video pin Video Pins are pins with moving images. The possible video length is between 4 seconds and 15 minutes.
• Idea Pin Idea Pins offer even more creative possibilities than carousel Pins: They consist of up to 20 images or videos.

Checklist: Pinterest for Beginners

• Concept What goals should you achieve with Pinterest: Increase clicks to your online shop? Promote products/services? Or target trainees/professionals?
• Responsibilities Who in their company produces content for the Pinterest channel? Who answers questions and comments from other users
• Profile Before you start, you need to create a Pinterest profile. In addition to your company name, you should also complete a brief profile and contact information. Providing an email address and phone number makes it easier to contact you.
• Pinboards To begin with, businesses should create several boards to cover relevant topics. Clear board descriptions and categorization help interested parties find their topics more quickly.
• laws All Pinterest activities must comply with legal requirements, such as copyright law and the GDPR.
• Pins Then it's time to create the pins—photos and videos. If your boards overlap in theme, that's not a problem; it's actually an advantage: This way, a pin can be posted on multiple boards at once.
• variety Diverse content piques users' interest. Therefore, in addition to standard pins, carousel, idea, and video pins should also be used.
• Quality Your photos and videos on Pinterest should be authentic and high-quality. Blurry or blurry shots should be avoided.
• Success control By analyzing your own successes, you can determine which content Pinterest users particularly value—and which pins best achieve your goals. Possible measures include tracking tools or links to specially created websites.

Important technical terms

• Pin Individual posts on Pinterest are called pins. Pins can be images or videos accompanied by short text and a link.
• Wall Each user can create multiple themed boards, which they can populate with pins. In addition to their own pins, they can also repin pins from other users. Group boards allow multiple users to post their posts simultaneously.
• Promoted Pin Promoted Pins are paid ads on Pinterest.
• repin Repins are other people’s posts that are added to your own pinboard.
• Recruiting agencies for the skilled trades If you don't want to handle the creation and placement of ads yourself, you can also outsource to specialized recruiting agencies. Some specialize in tradespeople. It's worth comparing offers, examining the agencies' working methods, and asking for references from the trades sector.

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