Pinterest is more than just a pretty face. Beneath the DIY-loving, cookie-baking, picture-perfect surface is a powerhouse social network that deserves to be taken seriously.

It is easy to fall into the vortex of beautiful things and lose focus, but with dedicated effort, you can build a brand that people love—on Pinterest and off.

How to Use Pinterest to Make People Love Your Brand

Put strategic thought into the boards you create.

Your boards should, even at a quick glance, give fellow pinners an idea of who your company is and what you do. Beyond those basics, you can also use boards to showcase niche areas of expertise and give a glimpse into your brand personality.

When you create board names, strike a balance between being creative and being clear. Board names and descriptions can bring an SEO benefit, and make your content easier to find within Pinterest. Don’t sacrifice searchability for creative wordsmithing.

For example: Cursive’s Pinterest boards have very straightforward names— there’s no confusing what type of pins you’ll find on our “content strategy” board. Others, like “cursive leans in” and “writer wish list” are more light-hearted but give you a glimpse into the brand personality (we are some hard-working word nerds, and proud of it).

In contrast, Kate Spade’s board names are more abstract—but they work because they align perfectly with the brand’s campaigns and “live colorfully” motto.

Kate Spade Pinterest

Spend time on thoughtful board descriptions.

As mentioned, there is a search benefit related to well-crafted board descriptions. But there’s another benefit— these descriptions can help guide you and your team as you’re pinning. Think of the description as a mini mission statement for the board. By referring back to it, you can ensure every pin aligns with the original intent for the board.

For example: The simplicity and clarity of the description for Rebekah Radice’s “Pinterest Power Tips” board works nicely, as does the longer description for Social Media Examiner’s “Blogging Tips and Tricks” board.

rebekah radice pinterest

Hide boards until they are ready to launch.

The benefit of keeping boards set to “secret” until they are ready to launch is that you can build them up behind-the-scenes until you have enough pins to make a healthy board (studies show that boards with less than 30 pins don’t do as well as boards with 30+).

This is also a way to double check your strategy—are you finding it easy to add pins to this board, or do you feel a disconnect between the topic and your brand? Does the content you’re pinning to this board overlap too much with content from another? By giving yourself some time to work with what you’ve envisioned, you can launch with full confidence that it’s a good fit.

Be helpful.

When you create a board, you are aggregating separate pieces information in one place. Even if none of it is your own content, you gain the benefit of appearing smart and in-the-know, and your audience benefits from your savviness. Whether it’s showing people how to incorporate a new design trend into their home or educating them on the importance of early childhood education, use your boards to bring your brand’s concepts, philosophies and theories to life.

For example: Amy Mascott’s blog, Teach Mama, is dedicated to topics in reading, writing, math and science for kids, and her Pinterest boards follow suit. She also mixes in other topics, like cooking and crafting with kids, that she knows will resonate with her audience.

If something major is going on in your field or industry, it might be smart to create a board that speaks to that topic/trend — especially if the topic is closely related to products or services you provide.

For example: Anthropologie hits the mark with boards like “Let’s Talk Trends: Military Might”, which is devoted to military-inspired fashion for fall. This board might only work for a season or two, but it’s the type of content Anthro’s audience wants, and showcases the brand’s spot-on aesthetic.

Make every pin a reflection of your brand.

The best way to curate an amazing Pinterest board is to have high standards for everything you pin. Sounds simple, but the desire to post just about anything in order to fill the virtual silence is problem that plagues brands on every social network.

Using a scheduling tool like Tailwind or Buffer can help avoid the impulse to pin any old thing just because you’re too busy to take the time you need.

For example: Want to be inspired by a brand whose every pin is a spot-on reflection of who they are? Look no further than Nordstrom.

Pin from a variety of sources.

To be an excellent curator of content for your audience, you need to pin from a variety of sources.

Following influencers and leaders in your field will create a useful feed from which you can browse content. Searching for key words, phrases or hashtags on Pinterest can also deliver great results.

Pin from outside of Pinterest, too: Keep Pinterest in mind as you read blogs and enewsletters, browse Facebook, or do research. You should pin your own content as well (but do it sparingly).

Change your captions.

A repin carries with it the caption from the previous pinner; a new pin has a caption that originated from the content source. Just clicking “pin it” is not enough; you need to change the pin’s caption to answer why you pinned it.

Pin captions are the start of a story that is told within your brand’s Pinterest presence. Don’t assume your audience will understand how the image you pinned connects to your brand, tell them. Keep it short, but make it relevant and reflective of your brand’s tone and voice.

The ultimate goal of your Pinterest presence isn’t to pin pretty things, it is to connect with your audience in a meaningful way. With Pinterest, you can create a channel where people see who your brand is, and you can drive their desire to want to be a part of that brand.

Want more tips that will help you make the most of your Pinterest presence? Keep reading.