Pinterest is a great platform for driving sales – so it's important to be active and visible.
Pinterest’s role in social media marketing has steadily grown over the past few years. These days, the image-driven social media platform is best known for brand visibility and engagement.
Whether you’re a small business owner working for yourself or working as part of a larger social media team, understanding how to get more followers on Pinterest can be a game-changer for your online presence.
By polishing your Pinterest account and carefully curating content that hits the spot with followers, you can boost your follower count, gain more traffic, and ultimately drive sales and brand awareness.
This article dives into every aspect of building a strong following on Pinterest. You’ll learn how to optimize your Pinterest profile, develop a winning marketing strategy, and harness insights from tools like Brandwatch Consumer Research to refine your approach.
We’ll also outline specific tactics to help you garner more followers on Pinterest – organically and sustainably.
Understanding the basics of Pinterest
While Pinterest shares similarities with other social media platforms, it’s unique in how it prioritizes visuals, content categorization, and searchability.
Why Pinterest is unique
Each Pinterest pin links to a source webpage, making it easy for anyone to navigate from a pin to a brand’s website. While the main attraction of Pinterest is the experience of scrolling through loads of images that appeal directly to your interests, it's also a referral engine, driving web traffic to all sorts of other platforms.
Instagram is probably the most similar social media site to Pinterest. However, the referral traffic and search capabilities really set Pinterest apart.
Additionally, Pinterest has a long content lifecycle. Older pins can resurface in search results months – or even years – after their original posting date.
This is because Pinterest’s search results rely significantly on relevance, using factors like keywords, user engagement, and the overall quality of content you share. Once you understand how the Pinterest algorithm categorizes and ranks pins, you can tailor your approach to earn consistent Pinterest followers over time.
Key Pinterest user behaviors
Most Pinterest users come to the platform to discover new ideas or products, plan purchases, and find inspiration.
Because they’re actively searching for inspiration or products, they often welcome direct brand engagement – so long as it’s genuinely helpful or informative. This is why so many brands can see positive results when they post regularly and create fresh content weekly that aligns with Pinterest trends.
Users browse their home feed, repin things they find appealing, and follow content creators who consistently produce relevant, high-quality images. The home feed then refreshes based on what that user has just pinned. In other words, the algorithm is working and updating all the time.
Understanding these user behaviors helps you tailor your strategy: by aligning your pins with what resonates most, you’ll gain followers who want to keep up with your content.
Crafting a compelling Pinterest marketing strategy
You can break down a well-planned Pinterest marketing strategy into three main steps.
Step 1: Know your audience
Start by identifying who you want to target. Are you aiming at stay-at-home parents seeking DIY crafts? Are you looking to market to corporate executives who are interested in data trends? Each audience responds differently on Pinterest. Once you know your audience, tailoring your boards and pin descriptions becomes much simpler.
Step 2: Conduct keyword research
Keywords matter on Pinterest more than on many other social platforms.
Because Pinterest functions as a visual search engine, the Pinterest algorithm surfaces content based on textual indicators like board titles, pin descriptions, and hashtags.
By placing relevant keywords in these areas, you increase your odds of showing up in search results, exposing your pins to more potential followers.
- Pin descriptions: Write concise yet informative descriptions using target keywords. Keep them natural and helpful – stuffing them with keywords can hurt your credibility.
- Board titles: Each Pinterest board should have a clear, descriptive name. For instance, if you sell vegan pastries, your board might be titled “Vegan Dessert Recipes.”
- Hashtags: Pinterest does incorporate hashtags, but the search function is so reliable that you don't really need to use them. However, if you've got a campaign with a specific hashtag, make sure to include it.
Step 3: Plan your content calendar
Much like any social media marketing effort, Pinterest rewards consistency. Regularly posting fresh content keeps your brand visible, which helps drive new followers. Create a posting schedule that you can maintain whether you plan to post daily or weekly. A content calendar like Publish is an ideal solution. Consistency signals to both followers on Pinterest and the Pinterest algorithm that you’re an active, valuable contributor.
It can also help to align your content calendar with some weekly, monthly, and quarterly targets. For example, you might post a few trend-based pins weekly, some brand-specific or seasonal content monthly, and then evaluate your content and its performance every quarter.
Designing boards that attract followers
Your Pinterest boards are the first thing someone sees when they look at your profile. They’re your shop window, so they need to be well-organized, useful, and visually inspiring.
Create boards around clear themes
A board should reflect the core themes of your brand. Start with topics that align with your audience’s interests and your brand identity.
For example, if you’re a fitness coach, you might have boards on “Healthy Eating Ideas,” “Home Workouts,” and “Motivational Quotes.”
The clearer your board themes, the easier it is for Pinterest users to discover content that speaks to them – enticing them to follow your profile for future pins.
It's a good idea to aim for thematically organized boards. For example, a travel blogger might have a board for “Budget Destinations,” “Luxury Escapes”, and “Off-the-Beaten-Path Adventures.”
Use group boards strategically
Group boards can significantly boost your visibility, especially when you’re just starting out.
By joining group boards, you can tap their existing followers, effectively putting your pins in front of a broader audience. This can lead to new followers, and more pins if your content resonates. However, carefully choose boards that align with your brand. You risk appearing spammy if your pins are irrelevant to a group board’s theme.
For established brands, creating your own group board can also be beneficial.
For example, you could invite community members, customers, or partner brands to pin relevant content. This fosters an active community around your profile and can lead to a steady influx of new Pinterest engagement over time.
Keep boards well-organized
No one enjoys scrolling through a chaotic board. To avoid this, use clear, descriptive sections to categorize your pins, especially if your board topics are broad.
For instance, a “Healthy Recipes” board could be broken into sections for “Breakfast,” “Lunch,” and “Dinner.”
Well-organized boards help visitors quickly find exactly what they’re looking for – and might encourage them to follow you if they see you consistently pin high-quality pins.
Pin creation 101: Make it visual and compelling
Getting the most out of your pins means following some golden rules around style and design. The important thing is to make your pins look as compelling as possible and showcase your brand to the world.
Focus on high-quality images
Pinterest users are drawn to eye-catching visuals. It’s what the platform is all about. This means posting crisp, well-lit photos or graphics that stand out in a feed.
These high-quality images attract clicks and send a message that your brand cares about attention to detail. However, remember that authenticity is important. Pinterest users love content that's organic, so utilize user-generated content (UGC) from your audience too – if you can.
For infographics or digital designs, keep the layout clean and easy to read. It all helps users understand your brand and message.
Designing idea pins and video pins
Pinterest encourages diverse content formats that go beyond static images.
Idea pins, which are multi-page or multi-segment pins, let you share step-by-step guides or immersive visuals. These are great for showcasing a DIY tutorial, a recipe walk-through, or a product demonstration in a series of concise steps.
Video pins bring motion and dynamism to the feed without it becoming overbearing. They need to be just as well produced as your standard-image posts.
Both formats can increase engagement and help you gain followers who appreciate more in-depth or interactive content. These are great for sharing quick tips, behind-the-scenes looks at your brand, or short interviews. Keep videos under a minute for maximum impact.
Write compelling pin descriptions
Pin descriptions matter as much as visuals since they're picked up by search.
Use relevant keywords naturally to describe what the pin is about. If you’re featuring a blog post, write a short summary highlighting the main takeaways. For products, mention key benefits or features.
A great pin description can also guide users to the next step – whether it’s clicking through to your site or following your board.
You could also include a call to action in your description, like “Get the full recipe” or “Check out our complete guide on the blog.”
Short, clear directions can boost your click-through rate and help convert casual scrollers into website visitors.
Using rich pins to stand out
In recent years, Pinterest has launched a few features to help brands take their Pinterest presence to the next level. One of the most successful ones is rich pins.
By using rich pins, you can attract more Pinterest followers because your content has an extra layer of detail that often drives higher engagement.
What are rich pins?
Rich pins provide additional information directly on the pin itself, helping it stand out in a feed. There are different types: product pins, recipe pins, article pins, and app pins.
Each shows metadata such as pricing, ingredients, or titles pulled from your website.
For example, if you run an online shop, product pins can automatically display your product name and price, ensuring users have up-to-date information.
Setting up rich pins on Pinterest
To enable rich pins, you need to add specific metadata to your website in the form of tags. Pinterest then reviews and approves your request. You also need to ‘claim’ your website on Pinterest in order to do this.
Once approved, all relevant pins from your site will automatically display the added information.
Gaining traction through consistency
Finding success on Pinterest is all about keeping your account active. You can’t rely on a one-time content push to attract followers.
Regular, consistent posting is key. While you don't want to feel overwhelmed, it is important to plan and stick to a realistic posting schedule. This shows your existing followers that you’re actively contributing fresh content. For larger brands, that might mean daily posts; for others, it might be posting just once or twice a week.
Brands can find success by scheduling posts at peak times when Pinterest users are most active. This might be evenings or weekends, but it can vary depending on your audience. You can use Pinterest analytics or scheduling tools to pinpoint your peak engagement windows.
You'll gradually gain followers who appreciate your regular updates when you consistently appear in front of your target demographic.
Make the most of scheduling tools
Tools that automate your pinning process can be invaluable, especially if you manage multiple boards. They help you space out your pins instead of dumping them all at once.
This is where Publish from Brandwatch can help. The platform enables users to schedule ahead at optimal times and maintain a steady flow of new pins without manually posting every day. You can then tap into the data to understand which pins are performing and which aren’t.
This approach keeps your Pinterest profile fresh while also freeing you up to focus on creating and curating quality content.
Optimize boards and pins for SEO
SEO on Pinterest is similar to SEO on mainstream search engines. It’s important to go beyond pin descriptions and board names and pay attention to your profile description and the category you choose for each board.
A properly categorized board (for example, “Bathroom reno inspiration” or “Hotels in Europe”) will reach more people searching that category. It's also good practice to use consistent naming conventions for boards (for example, “DIY guides – kitchens” and “DIY guides – bathrooms”). Google's algorithm appreciates this consistency.
Also, check that all your pins link to relevant landing pages or blog post articles. Broken or misleading links deter users from following or trusting your brand.
Even using descriptive names for image file names can make a difference – so you should go with “blue-bathroom-tiles.jpg” rather than “IMG_1234.jpg”. That little slice of metadata could make all the difference.
Remember to include both broad and niche keywords in your descriptions to capture users at different stages of the purchase or discovery journey. For example, if you're posting “Family recipes,” they could be further categorized using additional keywords like “One pot dinner.”
Using Pinterest analytics for continuous improvement
Once your Pinterest strategy is up and running, you can make further tweaks as you go along based on what's working and what's not.
It goes without saying that you'll be diligently tracking your follower count if you want more followers, but you also need to look at the bigger picture.
Pinterest analytics shows how many impressions, saves, and link clicks your pins get. These metrics provide clues on what resonates with your audience. If certain boards consistently drive engagement, consider expanding them or adding more pins on the same topics.
Keeping an eye on your analytics can also reveal if certain times of the day or week yield the best results.
Over time, adjust your posting schedule to align with these peak periods. This data-driven approach ensures you’re maximizing your content’s visibility.
From there, dive deeper into each pin’s performance. Pinterest analytics will tell you if a pin is getting a lot of saves but not many clicks (which might indicate it’s visually appealing, but users aren’t motivated to learn more). Or, if a pin generates high click-through rates, it might be an excellent model for future content.
You can also use advanced analytics if you need deeper insights. Understanding user demographics, geography, and interests can help you refine your content strategy to target segments more accurately.
For instance, if you find that a significant portion of your audience is discovering your pins in search results for “healthy meal prep,” you can create more boards or pins around that topic.
Promoting your profile beyond Pinterest
If you want more followers on Pinterest, sharing details about your profile elsewhere also helps.
Link to your Pinterest profile in your Instagram, LinkedIn, and other social media bios, or occasionally share a standout pin in your feed. When your existing audience sees value in your Pinterest content, they’re more likely to follow you there.
Additionally, make sure you mention your Pinterest account in email newsletters or include a link in the footer of your website.
Ensure you have a Pinterest share button so readers can easily pin your content. The more you integrate Pinterest into your overall digital marketing strategy, the greater chance you have of drawing existing followers from other platforms over to Pinterest.
Embed pins in your blog post
Bloggers can embed pins within their articles to encourage readers to “pin it” straight from the blog post. This is a simple yet effective method to get your content discovered on Pinterest. If you’re discussing recipes, crafts, or tips within a blog post, embed a pinnable image with a clear call to action like “Pin this for easy reference.”
Embedding pins can also provide a seamless user experience – readers don’t have to leave your site to save content they find helpful. This tactic can lead to more Pinterest followers, as each pin your visitors save points them back to your Pinterest profile.
Collaborate with influencers
Influencer marketing is well-established on platforms like Instagram and TikTok, but it can also thrive on Pinterest.
Collaborations with creators who already have large communities on Pinterest can often lead you to new engagement. Whether it’s a joint board or a complete co-branded pin campaign, teaming up can be a great way to expand your presence.
The trick is to ensure collaborators align with your brand values and that the content you produce together is high quality. Relevance is key – you'll need to look for partners whose audience genuinely intersects with yours.
Use a tool like Influence to find the right profile to promote your brand.
If you can deliver collaborative pins that are genuinely helpful and inspiring, you’ll foster brand growth that lasts beyond a one-time campaign.
Investing in Pinterest ads for faster growth
If you've got the budget, Pinterest ads can be a great way to reach a wider audience and gain more followers.
They’re particularly useful if you’re eager to achieve accelerated growth or have a specific product launch you want to highlight.
Promoted pins appear in users’ feeds or search results, helping you reach people who might not have discovered you otherwise. You can use a tool like Advertise to oversee your Pinterest ad strategy and gather vital data as you go.
This paid approach can quickly boost brand visibility and attract new followers on Pinterest.
Types of Pinterest ads
There are several ad formats on Pinterest to consider:
- Promoted pins: Appear as regular pins in users’ feeds but are clearly labeled as ads.
- Promoted carousels: Enable you to showcase multiple images in a single ad.
- Promoted idea pins: Let you share multi-page stories or tutorials, generating deeper engagement.
When setting up an ad, you should target specific demographics and interests that align with your brand.
For instance, if you cater to small businesses, you could target “entrepreneur” or “startup” categories. If you sell artisanal crafts, zero in on “handmade and vintage products” or “DIY enthusiasts.”
Measuring ad performance
Pinterest provides built-in analytics for measuring ad performance, but you can also integrate with advanced analytics tools.
Track metrics like cost per click, saves, repins, and new follower count. If you’re aiming for more Pinterest followers, focus on ad formats that encourage users to follow your Pinterest profile directly.
Grow with Brandwatch
Ready to elevate your Pinterest game? Remember that success on this visual search engine comes from consistency, creativity, and strategic planning.
By following the steps outlined in this article – tidying up your Pinterest profile page, understanding the Pinterest algorithm, and focusing on relevant metadata – you can steadily build more Pinterest followers over time.
If you want to deepen your insights into audience behavior or refine your social media platform displays, consider using Brandwatch Consumer Research as your guide. You’ll uncover advanced analytics about consumer preferences, be able to track brand mentions across the web and gain a competitive edge in social media marketing.
Remember, every pin has the power to reach thousands of new followers. It's all about making a few key changes to your approach and then watching those numbers soar.
