The threatened TikTok ban left companies scouring the Web for a alternative initially of 2025. All at once, platforms like RedNote, Lemon8 and Triller, which were described as having “a identical capability to Instagram and Pinterest,” received reputation as TikTok choices.
However why no longer imagine Pinterest itself?
Right here’s the best way to know if you happen to must put money into Pinterest for your small business’s content material technique.
What does Pinterest have that different platforms don’t?
Despite the fact that it’s a 15-year-old platform, Pinterest continues to be broadly misunderstood. This tech massive is incessantly mislabeled as a social media platform when, in fact, it’s a visible seek engine with the scrolling attraction of a social web page.
Manufacturers that effectively leverage Pinterest for his or her content material revel in 3 large payoffs:
Content material lifespan: Pins flow into for years—no longer simply hours, days or even weeks.
Seek: Virality exists, however the actual go back on funding comes from customers in search of out your content material and finding it in seek.
Retrievability: Have you ever ever attempted to discover a LinkedIn put up or Instagram reel that you simply stored a yr in the past? It’s imaginable, however no longer sensible. Alternatively, Pinterest was once designed to make content material simple to revisit for future years.
Those differentiators set Pinterest aside—however the platform additionally aligns with TikTok in numerous key techniques.
Pinterest’s overlap with TikTok
The platforms’ an identical video dimensions make publishing TikTok movies on Pinterest sound like a no brainer. And in many ways, that’s true.
Like TikTok’s target audience, Pinterest’s target audience is younger (42% are members of Gen Z) and poised for retail. Pinterest reportedly reaches 40% of U.S. families with an annual source of revenue exceeding $150,000. To capitalize on those stats, Pinterest has its personal devoted retail program referred to as the Verified Merchant Program.
The ocean of alternative is deep, however sadly, no longer all content material can effectively translate from one platform to the opposite.
Can your TikTok content material thrive on Pinterest?
TikTok movies had been abruptly all over after the platform’s U.S. emergence, incessantly to the purpose of frustration. Consequently, many Pinterest entrepreneurs had been asking the similar query: If other people sought after to look at TikTok movies, wouldn’t they only open TikTok?
Whilst movies are inspired on Pinterest, no longer simply any video shall be a success at the platform. TikTok content material has the possible to translate to Pinterest if it meets those 4 standards:
1. Avoids audio reliance
Audio is in TikTok’s DNA, however no longer Pinterest’s. Be expecting pinners to scroll with their quantity off. Video pins may also’t use audio that you simply don’t personal, reminiscent of trending sounds and copyrighted song.
2. Solutions questions
Comedy skits or considerate musings, whilst entertaining and wildly fashionable on TikTok, gained’t essentially rank in high-volume searches. Pinners don’t open Pinterest for leisure—they use it to seek out particular concepts.
Examples of content material that solutions questions are movies explaining how to take away stains from sofa cushions or interview questions and solutions (the latter of which has been trending not too long ago).
3. Has visible context
Pinterest movies want context to cause them to comprehensible at a look. As an example, if you happen to do a seek on Pinterest for protein powder, you’ll see bins of protein powder and cooking pictures. Alternatively, the similar seek on TikTok produces movies of creators speaking about protein powders. This can be a basic difference between the 2 platforms.
“Each and every month, 518 million other people flip to the platform to find new concepts which are proper for them,” shared Nick Pigott, a member of Pinterest’s logo and artistic answers workforce, in a Pinterest Academy webinar. “They’re no longer right here to passively scroll. They’re right here with objective: to plot and in finding inspiration and concepts to are living their very best existence.”
4. Funnels for your site
Each and every Pinterest account is entitled to show a site on each and every piece of content material it produces, no longer simply on its profile. Pinterest pins are robust site visitors turbines—and that is the prize that’s attracted manufacturers to Pinterest for years.
Creators aren’t required to have a site to put up pins, however it’s probably the most robust method to make use of the platform. To leverage this option, you should have extra URLs to make use of than simply your homepage. You’ll be able to then create pins for distinctive URLs for your site, reminiscent of merchandise, touchdown pages and weblog posts.
If those 4 standards observe for your logo, it’s time to imagine Pinterest as a advertising channel.
How to enroll in Pinterest
Start by way of making a industry account. Use your logo identify as your username and examine your electronic mail. Then, upload a profile photograph and canopy. Pinterest recommends a profile duvet measurement that’s 800 by way of 450 pixels vast.
Subsequent, declare your site to turn out possession of the area. Many companies skip this step, and it’s pricey—your content material gained’t obtain the similar distribution in a different way. As soon as eligible, e-commerce manufacturers too can observe for the Verified Service provider Program.
Account optimization
After you entire those steps, it’s time to optimize your account.
Pinterest’s set of rules needs to grasp what your account and content material focal point on, and key phrases are the spine of this optimization procedure. To perform this, upload related key phrases naturally within the “About” segment of your account.
Key phrases are extensively utilized to optimize forums, so that you must come with key phrases organically in board names and outlines. Right here’s an instance from Pinterest advertising corporate Tailwind—understand that the entire board names have key phrases associated with their content material.
All of your pins shall be stored to considered one of your forums. Get started by way of developing 5 to seven extremely related forums and upload new ones as you scale.
Publishing TikTok movies on Pinterest
Prior to publishing a TikTok video on Pinterest, you should definitely take away the TikTok watermark. Then, get started publishing slowly. Instantly publishing a variety of content material can sign in as a suspicious spike in job, which is able to land you in “Pinterest prison” and even get your account suspended.
Make a choice a sustainable publishing agenda, reminiscent of one video in line with day. You’ll be able to put up pins on cellular or desktop—however regardless of the place you put up, you should definitely upload key phrases within the pin’s identify, description and tags.
Maximizing Pinterest for a varied content material technique
The looming danger of a TikTok ban has made manufacturers search varied advertising. However there might but be a silver lining: Repurposed content material from TikTok can proceed riding ROI on different social media platforms and search engines like google.
Just be sure you be good with the way in which you put up TikTok movies on Pinterest. An extended-term payoff best comes to those that use the platform correctly.
Photograph by way of photobyphotoboy/Shutterstock.com
