Key content types that perform well on Pinterest for small businesses

In the vast landscape of digital marketing, Pinterest stands out as a visual oasis, offering small businesses like yours a unique platform to showcase your products and services. With over 400 million monthly active users, Pinterest provides a valuable space for small businesses to connect with their audience through captivating visuals. But what types of content truly resonate with Pinners and drive engagement? Today I’m going to explore the key content types that perform well on Pinterest for small businesses.

1.     Eye catching pins and graphics

Pinterest depends heavily on the visual appeal of your Pins. You want to catch attention and stop people scrolling. To do this create eye catching graphics that convey your brand's personality and immediately grab attention. Whether it's product images, flat lays, infographics or aesthetically pleasing designs, it really pays to spend time creating high quality visuals or video that tell a compelling story about your small business.

2. Step by step tutorials and DIY guides

Pinterest users turn to the platform for inspiration and guidance. Sometimes they know what they’re looking for and sometimes they don’t. Either way, it’s your job to fill the gap for them. Do this by creating step by step tutorials and DIY guides related to your products or services. Whether it's a recipe, a craft project, fashion advice or a beauty tutorial, providing valuable and actionable content establishes your business as an authority in your niche.

3. Behind the scenes sneak peeks

Humanise your brand by offering glimpses behind the scenes. Showcase the creative process, introduce team members or share the story of how your products come to life. Pinners appreciate authenticity and behind-the-scenes content helps build a personal connection with your small business.

4. User Generated Content (UGC) and testimonials

Encourage your customers to share their experiences with your products or services. UGC such as customer reviews, testimonials and photos of your products in use adds credibility to your brand and establishes trust which influences others to buy from you. Create dedicated boards to curate and showcase these contributions, turning happy customers into brand ambassadors.

5. Infographics and educational content

Pinterest is not just a source of inspiration, it's also a hub for learning. Create informative infographics and educational content relevant to your industry that’s easy to digest. Whether it's tips and tricks, industry insights or data driven content, providing valuable information establishes your business as an authority and encourages Pinners to engage with and share your content.

6. Seasonal and holiday themed pins

Now I’m not suggesting you jump on any old band wagon here but, if it fits your brand, aligning your content with seasonal trends and holidays can be very effective. Whether it's Valentine's Day, Halloween or back to school season, creating themed Pins keeps your content relevant and taps into the ongoing conversations within the Pinterest community. Remember your pins are evergreen so content created for these seasonal days will be shown to your audience year after year.

7. Product showcases and collections

Dedicate boards to showcasing your products or services in curated collections. Highlight the versatility of your offerings by grouping related items together. This not only enhances the visual appeal of your profile but also encourages users to explore more of what your small business has to offer. Make sure your board titles and pin descriptions are full of lots of relevant key words so that potential customers can easily find what you offer.

When it comes to Pinterest marketing, the key is to strike a balance between creativity and strategy. Experiment with different content types to discover what resonates best with your audience. Whether it's visually stunning graphics, educational content or behind the scenes peeks, tailoring your approach to the unique preferences of your Pinterest community can significantly boost the performance of your small business on this platform.

And don’t forget that video pins are really taking off on Pinterest right now. If you can, think about how you could create my suggested content types in video form. You can repurpose video content from other platforms such as Reels or TikTok as long as the format and content is appropriate.

Always pin with purpose and remember, the magic happens when you pin consistently (whatever that looks like for you) and your content not only inspires but also compels Pinners to take action.

Happy pinning!

I hope you enjoyed reading this - if you have questions about Pinterest marketing let me know in the comments or drop me an email here.