Pinterest has been the leading content superpower for business owners and customers alike. Now, it is also becoming the Marketplace to reckon with!
Aside from its Pinning and click-to-read functionality, Pinterest has also extended its ‘Shop the Look’ feature to ALL business accounts (in the US), no matter what the size!
What is Shop the Look on Pinterest?
Basically, Pinterest now allows you to Tag products to a new or existing pin(s), complete with links, images and even prices!
This is one of Pinterest’s recent features – you can add products to content pins, which gives you tons of bonus ways to cash on the already strong visual interface this social channel offers.
As a blogger and content creator, you can create (or update) a solution – tips, how-to’s or advice in a blog post and link multiple products to it. This feature (similar to Buyable Pins) was earlier available only to big businesses or via third party party marketing partners like Shopify, but now it’s open to small businesses and entrepreneurs too.
Shop the Look is easy to use, it’s free and it’s pretty awesome!
Who should use this Shopping feature?
Anyone who has a product to offer – whether you are selling physical products or digital ones, Pinterest is the go-to resource for most people looking to buy.
Plus, given the ‘shelf-life benefits’ of Pins and ease of search with visuals, products with images and links get long-range reach!
Also read: Still debating whether to be on Pinterest? Here are some really great reasons why your business MUST be on Pinterest!
Why Pinterest is great for entrepreneurs!
Advantages – how does Product tagging help you?
Linking your (and affiliate) products give your business more visibility as well as click opportunities!
Create more browsing and shopping opportunities
If the purpose of your pin is to create visibility for your products or services, this is a great opportunity to build interest! A visitor can see the products that you offer, right from your Pin.
More visual real estate
Products linked to pins are visible right below the Pin so it makes your Pins more ‘value added.’ It also offers an inducement for the visitor to click and discover what they can find.
Keep in mind: you need to link to 3 or more products for the the product thumbnails to be visible under the pin. But even if you add fewer ones, they are visible when someone clicks the white dot on the Pin. In the image below, there are 3 Products visible under the Pin, right on the Board.
Direct link to multiple product categories
You can not only link to a single product in that niche, but also create shoppable pins that offer you cross-sell or upsell options.
Here’s a Pin for an article on why your business should offer digital products. There are several products that are suitable for someone who is interested in this information.
More visibility for the SAME products
Don’t stop at one pin or one product. Given that you can link to your content multiple times, you should create more view and click opportunities for the same product. There are 2 ways you can do this.
Blog centric: Create multiple pins for the same article and link to products A, B & C
Product centric: Create pins for different articles, but tag Product A on all (where relevant)
This example will help illustrate this better.
Another Pin on 10 legit ways to earn money and be a stay at home mom also links to the Design eBook (Product A) because it talks about becoming a Graphic Designer and this eBook would be valuable for anyone in the design business.
So one product can be shared along with different pins and to serve varying content purposes, to boot.
More clicks and conversions
Since each product has its own URL, you are in effect increasing the array of links the consumer can click on, to browse and buy.
Here is what you see when you click on a product thumbnail linked to a Pin.
Market own and affiliate products
Pinterest lets you post links to your own and/ or affiliate products so it’s another great way to monetize your content. If you sell digital products, you can market your own products, as well as those for which you are a reseller, to a highly engaged online audience.
Not sure of the merits of going digital? Learn how and why your business can gain by offering Digital products!
Keep the following in mind when you are linking products.
- The products Tagging Tool on Pinterest doesn’t allow link shorteners (e.g. Bit.ly or Ow.ly etc.)
- You cannot link to an Amazon product since Amazon does not allow Pinning. If you link, you will see a message like the image below.
Link to more (non-product) content
This is an indirect benefit. When you link to products, you also have a chance to build linkages to your other content too. In your product descriptions, you can link to useful articles on your site – it’s a great way to share more internal links and offer value to your audience.
E.g. This eBook on Instagram in the image below shares hacks for an intermediate to advanced user.
But what if someone is just getting started on Insta. The product page also shares links to published articles (which are free!) for someone setting up their Instagram business account, there are also tips to use content or ways to max Instagram for business.
How does your customer benefit from Shop the look?
Instead of browsing or searching one product at a time, potential customers can find a whole solution from your content, right there on Pinterest, along with prices.
So if I’m looking for products for my home, I can find a whole lot of options on one Pin! Each tag (white dot) offers you different types of products, like baskets or a range of vases etc.
How do you create Shoppable Pins?
If you have blog content with a link, you can tag multiple products to one Pin. Before you start, here’s what you need to know.
You need to have a business account.
It’s free and easy and absolutely worth it for your business. You can create a business account or convert a personal one to business (link).
Your products must have individual pages or links.
Every product needs its own URL or link to be tagged. Landing pages are fine too, but if it’s a Product page like Woocommerce or Shopify, Pinterest will also scrape the price and post it.
Step 1: Upload a Pin for a blog post that you want to share products for. You can also use an existing Pin.
Step 2: Click on the Pin and then the ‘tag’ icon on top left.
Step 3: Click anywhere on the image and you will get a circle and a prompt to include your product link. The image will also tell you how many products you have tagged already.
Step 4: Once you paste your link, Pinterest gives you a choice of images to choose from, for that product page, like in the image below.
Step 5: Repeat these steps for all the products you want to link to. And then click Done to save.
Step 6: If you were uploading a new Pin, choose the Board you want to save it to. An existing Pin will get saved to the same board, and when you re-pin it, the product thumbnails will show in the subsequent Boards too.
A few things to note!
- You cannot use the same URL for multiple products! (within one tag)
- Ensure that you have high quality images on your product pages too. You can use any format, but square ones work best.
- Prices will only show for the ‘non-free’ products. In other words, no $0
- Again, you need 3+ products for them to show below the Pin.
How do you access the Products on someone’s else’s Pin
If a Pin has linked products, it will have a white dot on it. (The dot is not visible on boards, only when you click to an individual pin) Click on the dot to see the products. If you click on a product, Pinterest shares the image and the metadata (or summary info) from the product URL. And here’s how the product click looks.
Pinterest is a great channel to garner clicks and traffic to not only your content, but now it’s a great way to build multi-layer visibility and cross-linking for products as well. The positives of tagging your products and enabling the shopping option are numerous. So whether you market digital content like courses and templates, or sell physical products you (or someone else) manufactures, tying your products to your articles ends up being a win-win for both.
And ultimately, for you.
Pooja Krishna is an Entrepreneur, Business Mentor and Mom. She has worked both in large corporates and managed startups over the last 20+ years.
She’s a co-founder at Maroon Oak, and is founded Win Thinks, where she writes, speaks and teaches about Digital Media, Brand Building and Future Ready Businesses. A day trader for over a decade, Pooja launched Trading Paces to educate amateur and pro stock traders. As a classroom mentor, Pooja loves teaching students across the U.S. about job skills and entrepreneurship. Read about her on Huffington Post and Forbes.
A trivia buff and yoga & hula hoop enthusiast, she’s discovering the pleasure of drawing Zentangle patterns for ‘creative mindfulness.’
Business is better with us!
Get ideas & freebies on business development, skills, entrepreneurship, social media, work life balance and more!