How to Use Pinterest Rich Pins: What Marketers Need to Know

social media how toDo you use Pinterest for your business?

Have you heard about Pinterest Rich Pins and how they can help your marketing?

In today’s post, I’ll show you how businesses can get more from Pinterest Rich Pins.

Get to Know the New Pins

Pinterest is continuously expanding their functionality for businesses, from creating business accounts to marketing materials to help businesses get more from Pinterest.

The latest additions to Pinterest are the introduction of rich pins to include more information about pinned images and the integration of the Pin It button with mobile apps.

There are three types of pins that now allow you to share more information: products, recipes, and movies. The additional information for pins in these categories is provided by specific websites.

For example, major brands whose product pins have extended information include Anthropologie, Home Depot, Nordstrom, Overstock, REI, Sephora, Sony, Target and Walmart.

product pin example

Product pin example from Home Depot.

The difference between an enhanced (Rich) product pin and a regular pin of a product is the enhanced pin shows current pricing details and has a direct link to the product page. Regular pins require the user to enter the price (which can only be updated by the user) and the link only pops up when someone hovers over the image.

link popup

Links on regular pins only show up when you hover over the image.

Rich product pins also stand out when people are searching for things on Pinterest. You can see in the following example how sales could be achieved by simply having your store link on the product itself.

product pins in search

Rich product pins in search results show the store where a product is available.

Product pins are not just limited to major brands and businesses. If you have a small business that sells products on Etsy or eBay, then your product pins will have enhanced details as well.

enhanced product pin

An enhanced product pin from Etsy.

Small business owners with stores built with the Shopify platform will be able to configure their site for rich pin functionality. And unlike the pins from Etsy and eBay, pins from your Shopify store will lead Pinterest users back to your website.

small business products

Product pins from an online store using Shopify.

As an added bonus, to the right of the product pin, you’ll also see other pins from the same domain, whether it is from Etsy or your own online store.

other pins

Other pins from your website.

Rich pin formats also include recipes. Recipes pinned from sites like Better Homes and Gardens, Good Housekeeping, Martha Stewart Living, Whole Foods Market, Woman’s Day, and other similar sites will take food pinning to a new level with parts of the recipe included with the yummy food image.

recipe pins

An example recipe pin from Whole Foods Market.

Recipe pins would be great to drive traffic to any business in the food industry, such as restaurants sharing some of their top culinary secrets!

Last, but not least, businesses in the movie industry will love the functionality of rich pins for movies. Images shared from Flixster, Netflix and Rotten Tomatoes will include additional details about films including ratings, the director and the main stars.

movie pins

An example movie pin from Rotten Tomatoes.

Why Rich Pins Are So Valuable

Curious as to why you should care about the latest evolution in Pinterest pins? Here are some studies that should get you excited about what these rich pins can do for your business.

  • In May 2012, Shopify did a study that showed an average sales order of $80 from Pinterest referral traffic, compared to $40 from Facebook referral traffic. Pins with prices were also 16% more likely to get likes than those without.
  • In February 2013, Sephora found that Pinterest users spent 15 times more than Facebook users.
  • In February 2013, Business Insider noted that Pinterest now has 25 million users, many of whom are wealthy young females who love to shop.

The best part is that all of these studies were done before the introduction of rich pins, which makes it easy to assume that having additional information on pins will further increase these stats. If nothing else, they should certainly help increase traffic to the source domains of the images.

How to Get Rich Pins

If you would like Pinterest users to start sharing your products, recipes and movies with rich pins, you can make it happen! Pinterest has a developer’s page that covers the process by which you can enhance your own website with rich pins.

First, you’ll have to implement specific markup code in your website’s backend using oEmbed or Semantic Markup (Schema.org or Open Graph metatags). Once you have incorporated these into your website, you can validate your work using the rich pins validator.

rich pins validator

Use the rich pins validator to test your markup code.

Once your code is validated, you can then apply for your rich pins to be accepted and used on Pinterest.

Encourage Your Customers to Share Your Images

Even if you haven’t set up your business’s online store for rich pin functionality, you should still keep encouraging people to pin your content as it is proven to help with traffic and sales. So how do you encourage people to pin your images?

Add the Pin It Button

By adding the Pin It button to your product pages, you will automatically encourage Pinterest users to pin your products. This also goes for images on your blog posts and other pages throughout your website. This means it’s essential to ensure that every page has a great image.

Add the Follow Button and Widgets

Show Pinterest users that your business is active in the Pinterest community by adding a Follow button to your website to encourage people to follow you. You can also add widgets for your profile and specific boards on your profile to show people your latest Pinterest activity. You can even put a Pin widget on your website to highlight one of your latest pins, such as a product, recipe or film that you want others to repin.

Run a Contest

Pinterest is slowly adding to their contest rules and regulations, which can be found on their Brand Guidelines page. Some of the rules stipulate that you can’t suggest Pinterest is in any way associated with your contest, require people to pin specific images, make people pin or repin your contest page or rules, count Pinterest activity (pinning, following or liking) as entries or count Pinterest activity as votes.

That said, you can run contests where you ask participants to pin their favorite images from your website. While you are still specifying they pin from your website, you aren’t telling them what to pin or repin—that’s the difference.

You can find some good examples and ideas of how to run Pinterest contests to increase the pins from your website on the PinLeague blog.

Draw Attention to Mobile Pinning

The Pin It button is making its way into mobile apps from North Face, zulily and Etsy, and you can be sure that more of your customers will be thinking about pinning your products on their smartphones.

pin it button mobile app

The Pin It button inside the North Face mobile app.

If you don’t have a mobile app for your business just yet, you can still encourage people to pin your images by adding the Pin It button to your business’ mobile website. When visitors click it, they will be taken to a mobile login page for Pinterest so they can keep sharing your products with their followers.

See the Results

With these new features you’ll want to track the results.

Businesses that have verified their website on Pinterest can use Pinterest web analytics to learn more about how Pinterest users are interacting with their content. And the metrics within Pinterest analytics can help businesses determine what is resonating best with their target audience.

What do you think about the new rich pins? Have you integrated them on your business website yet? Let’s discuss in the comments section below!

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About the Author, Kristi Hines

Kristi Hines is a freelance writer and author of Kikolani, which covers content, search, and social media marketing. Sign up for her free training, 8 Days to Promotable Content. You can also follow her on Twitter @kikolani. Other posts by »




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  • http://www.intervistedisuccesso.com/ Leonardo Plebani

    Great post Kristi!

    Pinterest looks like is gaining momentum for small businesses and Rich Pins can only help.

    Have a great day everyone!

    _Leo

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  • http://kristihines.com/ Kristi Hines

    Thanks Leo! Yes, it’s definitely becoming more and more valuable for businesses, especially retail thanks to these new pins. :)

  • PhotoChris

    This is FAAAAANTASTIC! Thank you! My boss will be so exctied!

  • http://www.EntrepreneurOnFire.com/ John Lee Dumas

    Kristi, thanks for this info-packed post! Pinterest has always been in my peripheral, but never in the forefront of my social media strategies. However, I’m reading more and more lately about how valuable it can be for all different types of businesses, and your article is another example of the great things you can do with Pinterest to increase products sales and drive more traffic to your website. Cheers to pinning!

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  • EmilyQuestions

    What a great way to market products/services for your business! E-commerce is a natural, but the example of Abookapart.com is a very interesting solution for your business intellectual property.

  • http://kristihines.com/ Kristi Hines

    You’re welcome Chris. How do you plan on using these?

  • http://kristihines.com/ Kristi Hines

    You’re welcome John! If you have any interviews on videos, you could pin those! :)

  • PhotoChris

    I’d like us to start a “products” board on our pinterest page and I love that the link can now be seen without “hovering.”

  • Jorgen Poulsen

    Nice one kristi :)

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  • Top City Real Estate

    Thanks Kristi for a great and informative article.

  • http://kristihines.com/ Kristi Hines

    Thanks Jorgen! Do you use Pinterest?

  • http://kristihines.com/ Kristi Hines

    You’re welcome. Is Pinterest working for your real estate business?

  • http://kristihines.com/ Kristi Hines

    Best part is when people repin those products, those easy to spot links should go with them. :)

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  • ggcats

    Kristi, what are your thoughts on the benifits of using shopify versus adding code to your own website? Would there be built-in traffic with shopify? I know there will be fees soon for there.

  • gnir

    I don’t get it. What is so different from the way it has been? If a photo is pinned from a site there is always a direct link to it. The name of the site is shown, as well. Can you explain how this new method actually differs from the way it is now.

  • Top City Real Estate

    I have just signed up for PinLeague to begin tracking what is happening on our Pinterest account. Your information was very helpful.

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  • http://kristihines.com/ Kristi Hines

    Hi Georgia! Shopify is an ecommerce platform, so you would only use them if you needed a service to setup and maintain an online store. You can also add the code directly to your own website if you already have another shopping cart solution implemented for your business. :)

  • http://kristihines.com/ Kristi Hines

    The difference is shown in the first three images. Basically when someone is looking at an individual pin, they will see the URL automatically vs. having to hover over the image or look for it. In search results on Pinterest, they will see the logo for the website the product is sold. If someone pins a product without the rich pins functionality, it will just show the image without the store logo. Overall, it should help with brand recognition and increasing click throughs to the website.

  • http://www.EntrepreneurOnFire.com/ John Lee Dumas

    Most definitely – great idea! I’ve started pinning video tutorials that I’ve created on YouTube.

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  • cecilia tellez

    Excellent post! Great tips of how to use Pinterest potential for businesses!

  • Martica

    Will this work for small businesses that offer a service and not a product, such as event planning?

  • http://kristihines.com/ Kristi Hines

    That’s a good question. I think if you have a sales page where they purchase your service at a fixed price and the page has an image, it should.

  • http://kristihines.com/ Kristi Hines

    Thanks Cecilia! :)

  • http://kristihines.com/ Kristi Hines

    Yes, I can see a lot of authors using that to market their ebooks.

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  • Travel Luggage Plus

    What a great article. I have heard so much about Rich Pins on Pinterest, but until now did not know much of the details. I am looking forward to implementing these for my handbags on Travel Luggage Plus. The Rich Pins will be great for anything in the fashion industry. Thanks for all the valuable info. I will pass it on to friends in the fashion industry.

  • http://kristihines.com/ Kristi Hines

    Very true! I bet you’ll see good results using this new feature! :)

  • http://www.shop.graciousstore.com/ Gracious Store

    Thanks for this information on Pintrest Rich pins! Pintrest has finally set its platform for businesses to showcase their products and hopefully draw customers to their site. Pintrest platform is not just for enjoyable pinning of interesting things from around the web

  • http://blog.gbs-inc.com Joe Robb

    Kristi, have you seen any data as to whether rich pins have a higher click through rate than normal pins?

    We’ve been chatting about rolling these out on one of our sites, but we’re not positive if providing additional information will lead to a higher CTR. We’re concerned that the additional meta information might make users less likely to click over to our site, staying on Pinterest instead.

  • http://kristihines.com/ Kristi Hines

    You’re welcome! :)

  • http://kristihines.com/ Kristi Hines

    Hi Joe! They just released this functionality on May 20th, so I’m not sure anyone has a lot of good data on it. I would guess that after it’s been out for 30 days, those numbers will start rolling in.

    The thing that makes it more likely that people will click through is the fact that rich pins will have the URL showing on the image without the user having to hover over it. It kind of makes it easier to make an impulse buy when you see not only the picture of an item, but where you can get it.

  • Eva

    Would you happen to know if there is any negative SEO impact in switching a personal Pinterest account over to a business account?

  • http://kristihines.com/ Kristi Hines

    Not from what I can tell. Verified websites and the main link in rich product pins are dofollow. :)

  • Eva

    Thanks!!

  • http://keithaldrich.us/ Keith Aldrich

    I’m surprised they didn’t include a category for makeup, considering how many pins you see in that genre.

    And on the lines of pinterest gaining momentum for business, I’m really surprised at the industries that haven’t adopted pinterest: tourism and real estate are two that come to mind.

  • Pingback: A great article on how to use Rich Pins to promote your business, and why I think you should do it. | ChipInHead.com

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  • Kirsten Rutherford

    Love the blog :) So would rich pins not work if you were promoting affiliate products for a 3rd party site?

  • Evan Prokop

    Nice post!

    Does anyone know what the pros / cons are to implementing via oembed vs semantic markup (schema.org or open graph)?

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  • Melanie

    Great post thanks! I recently was approved for Rich Pins from my site and I’m noticing that most are pinning rich but my most recent article is not. Do you know why some would pin rich and others wouldn’t?

  • Theresa Higby

    Wish that Code dummies could figure this stuff out. Guess I’ll just have to pay someone.

  • Martina

    Curious – do rich pin validations occur with just the one URL or does it apply it to all content from the website? I have a blog and don’t like the idea of having to submit all our posts. Thoughts?

  • Ralph Mason

    Hear hear! The internet is full of copy-paste announcements like this one, but there doesn’t seem to be a single useful post online (not even on the Pinterest site) detailing how to set up this feature. The oEmbed site itself is written in the usual, hopeless “Developerese”, making it useless as a guide, too.

  • Mari Trini

    Thank you so much for the info!
    I would love to have rich pins for my recipes boards, have you seen anybody with an Squarespace website do this succesfully?

  • Taylor

    I’m trying to figure out how to get that permanent tag for a business on a pin, even after someone else repins it, like the photo. Like Etsy has one, with the little orange E next to their company’s name. It’s directly under the image getting pinned, and usually is on a rich pin. Any help?







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