Explore the 5 best brands on Pinterest in 2024

5 Best Brands on Pinterest

More brands are using Pinterest not only to upload shareable images, but to promote products and drive conversions.

Here are five brands using Pinterest to create successful campaigns in 2024.

1. Not on the high street

Not On The High Street is a British online marketplace offering unique gifts from small businesses. As the name suggests, these items are not available in mainstream stores.

of the brand Pinterest profile Gets over 10 million monthly views using a mix of keywords and product-focused hashtags. This increases organic traffic to their account, while other tactics, such as seasonal campaigns, drive conversions.

For example, when UK schools broke for the holiday break, Not on the High Street launched a Pinterest campaign focusing on teacher gifts. Each pin had a product image with multiple descriptive keywords like “candle teacher gift” and “soy wax candle”:

This strategy not only helps Pinterest users find products using the platform’s built-in search, but also gets the brand noticed by Google and drives organic search traffic to its boards.

2. Sephora

French beauty retailer Sephora Uses its Pinterest boards to drive traffic and conversions through product placement.

The brand integrated its entire product catalog into its account and created Pinterest Shopping ads to encourage customers to checkout. Shopping ads automatically target Sephora’s existing audience, so viewers will see Pins with the most relevant mix of products for their needs.

Sephora also uses Pinterest’s mutually exclusive, collectively exhaustive (MECE) structure for its content campaigns. This strategy targets specific audiences and goals in five different campaigns. When campaigns are combined, they cover different parts of the customer’s lower-funnel journey. The five different campaigns include:

• • Potential to home feed using open targeting
  • Find prospects using open targeting
  • Home feed remarketing to site visitors
  • Find remarketing to site visitors
  • Dynamic targeting and add to cart using page visits

Segmenting, retargeting and prospecting along with content placement on search and home feeds enabled Sephora’s campaigns to reach the right visitors at the right time.

headspace

Despite having only 14.3 thousand followers, Pinterest of Headspace The feed gets more than 850 thousand views monthly. The brand follows one of the main strategies of the platform – Pinterest boards.

Headspace has created a library of premium mindfulness content ranging from guided meditations to sleep content and breathing exercises. These pins are divided into folders with titles like “Headspace for Kids” and “Headspace Courses” so they’re easy to find:

These pins are free for anyone to use to manage stress or increase mindfulness, but they also play a big role in Headspace’s marketing strategy.

The Headspace app does not have a free plan and users can only test it with a limited-time free trial before signing up for a subscription. Free content on Headspace’s Pinterest board is a great way to encourage potential users to try before they buy – giving them a preview of what they’ll get if they choose to subscribe.

pledge

pledge Buy now, pay later service shoppers use to buy products from their favorite brands online.

It partners with retailers across numerous industries – everything from autos and home goods to clothing, electronics and travel. In a recent wendtrends webinar, social media and brand marketing lead DeAndre Moore explained how Pinterest helps brands fulfill their primary demographic despite offering such a wide range of products.

“Our primary demographic is millennials, so we look very strongly at Instagram and Pinterest. I personally believe that Pinterest is very overlooked and is a great platform when it comes to driving traffic and conversions, especially from a paid perspective.”
– DeAndre Moore, Social Media and Brand Marketing Lead, Assured

Moore says finding out what content Affirm’s audience engages with helped the brand build its Pinterest strategy. For example, the team noticed that there was an online conversation about people creating vision boards, so they created a travel campaign inspired by the trend.

“We saw the perception of this expression and how people were thinking about the year,” Moore said. “There were so many different reasons why people travel. We took all that information in and we really used it to build our copy and creative. It’s honestly been one of our best performing assets of the year so far.”

The New York Times

This The New York Times’ Pinterest profile It may not be what you expect. Instead of hard-hitting news stories, his Pins focus on fashion, travel and cooking.

While some of the other brands on our list use Pinterest as a bottom-of-funnel strategy, The New York Times’ account focuses on brand awareness and content distribution.

A primary strategy for the NYT is repurposing content from its core news site to target audience segments interested in more culture-focused topics. He then uses the press photographs to create personalized Pinterest boards focused on specific people and events, such as his coverage 2023 Met Gala and detailed Celebrity portraits.

It’s a great example of thinking outside the box and using Pinterest as a platform to get content in front of different audiences.

Deep Dive: Successful Strategies Top Brands Use

There are some Pinterest-specific tricks and strategies that brands can use to find success on the platform.

Pinterest’s own guide Encourages brands to create full-funnel strategies to cover target audiences throughout the customer journey. It’s important to look at this full-funnel strategy from an organic and paid perspective.

Systematically, brands must determine what content and products their audience is looking for. Similar to the earlier example of Not on the High Street, keyword targeting is perfect for adding specific product phrases to match intent on Pinterest’s search bar.

Find these using Pinterest’s built-in keyword tool, which you can find in the ads section of your business account:

This will reveal what keywords your audience is using, monthly volume and any similar keywords for products. For paid placements, Pinterest suggests that different content formats are more successful than others at each funnel stage such as generating awareness, driving consideration and securing conversions:

Along with a full-funnel strategy, there are other Pinterest tactics to drive results:

• Optimized Product Feeds: Your products, pin structure and metadata feed into Pinterests algorithm, which will then rank the content based on relevance. The better your data and organization of each pin, the more likely Pinterest is to recommend your content.
• High impact video: Tools like Premier SpotlightThe platform’s exclusive ad placement service can help brands get better video ad exposure and compete with other brands during the consumer’s purchase decision.

As with any marketing strategy, the best way to make your Pinterest efforts successful is through experimentation. Try different pin formats, target audiences at specific funnel stages, and use the brands we’ve mentioned as inspiration to increase your presence on the platform.

Analytics Impact: How Pinterest Drives Business Results

Pinterest research Confirming that its popularity is growing—especially with Gen Z.

According to wendtrends Social’s Q2 2024 Pulse Survey, 51% of all consumers believe Pinterest content is more positive than content on other social networks, including 60% of Gen Z respondents. This result is no accident, Pinterest invests in features like it.Body type ranges‘ tool to give the choice to self-select which shape reflects their own in search results to increase body positivity.

Along with brand awareness, recent Pinterest platform upgrades are helping businesses drive conversions. The platform strategy aims to drive conversions and increase traffic to the brand’s page by using tools such as:

• Mobile Deep Links: Direct people to a specific page on your website to purchase products or take another action.
• Shopping Videos: Brands can now capture audience attention using video and link directly to the displayed products.
• API Access: Send conversions directly to Pinterest using a secure connection for more accurate reporting.

With all these conversion-focused tools, it’s clear that Pinterest is more than just a place to save aesthetically pleasing images — it’s a platform for brands to drive real results.

Takeaways for your brand’s Pinterest strategy

Now is the time to jump on the Pinterest bandwagon and create a successful strategy around organic and paid content.

The brands we’ve highlighted prove that whatever goals you want to achieve, Pinterest has a way to achieve them. Whether it’s building brand awareness or driving conversions, Pinterest can capture audience attention at any stage of your marketing funnel.

To learn more about how to succeed on the platform, check out wendtrends’s article on creating a Pinterest marketing strategy.