Published by on June 3, 2020 • 0 Comments • Lire en Français

Some time ago, I came across “The subtle art of not caring”, a “recipe for Spanish madeleines with lemon”, or “30 days to get a nice butt and abs” jumbled together.

I'm not revealing a conversation from a dating site.

This is simply what I was suggested to view when I logged into my Pinterest account.

This platform, known for its famous pins, is taking on a huge scale (88 million monthly active users in the whole world).

So, we figured that working up the ultimate guide to using Pinterest on WordPress would not be too much.

You'll see, it's a very powerful marketing tool that can bring you traffic. Lots of traffic… as long as you follow good practices and use the right plugins.

We're going to tell you all about it in this new resource, and explain how to use it in detail, because we care about your digital marketing strategy.

Introducing Pinterest

Launched in 2010, Pinterest is a visual discovery engine that allows its users to find inspiration by sharing their interests and passions through photo albums gleaned from the Internet.

Pinterest is the contraction of two words:

  • Pin
  • Interest

Pins, precisely, are one of the two driving elements of the social network.

As Pinterest says, pins “are ideas that Pinterest people create, find and save from around the web”.

Visually, a pin is this:

Pins on Pinterest
3 pins in a row

As soon as you like a pin, you can save it with the red Pin it button, share it, or go to the website associated with it.

You'll then find it in a board, which allows you to sort pins and classify them by theme.

A board on Pinterest

According to Pinterest official stats, a total of 200 billion pins are registered on the site.

I counted to have fun (what a great hobby, right?): this is equivalent to 144 times the population of China. Yes, that's a lot. Thrilling!

In fact, there are pins on just about everything you can imagine:

  • Decoration
  • Cooking
  • Photography
  • Fashion
  • Travel
  • Sport etc.
Trending on Pinterest

The current trends Pinterest unveils for me

To find the ones that are worthy of interest, you can use the search bar at the top of your homepage.

A bit like what you would do on Google, for example. Because if you tend to think of Pinterest as a social network, it is also – and most importantly – a search engine.

Moreover, if you type “Pinterest” on Google, you'll see that the majority of the search results correspond to different versions depending on the country (Pinterest.fr, Pinterest.com, Pinterest.it… like Google.fr, Google.com or Google.it).

Otherwise, what does Pinterest look like? According to the latest figures published on the official website :

  • 300 million people use Pinterest worldwide (a growing number)
  • 85% of searches are carried out on the mobile app
  • More than 50% of users live outside the United States

These stats are on the rise, but are still far from the industry's mastodons Facebook (2.2 billion users), YouTube (1.9 billion) or WhatsApp (1.5 billion), according to these figures (January 2019).

Who is Pinterest for?

If you are not yet using Pinterest, you may be wondering if this search engine/social network is for you.

As you can see, people don't come to Pinterest to chat like they do on Facebook or Twitter. Neither do they go on about their life story on video like on Snapchat or YouTube.

People come to Pinterest to find inspiration and new ideas.

In fact, it would be a little more accurate to say: “women” come to Pinterest to find ideas that are too stylish, since ⅔ users are in fact female users (source).

This predominantly feminine platform is nevertheless beginning to appeal more and more to men, whose share is gradually increasing

Apart from the under 18s, who use it very little, users are of all ages (from 18 to 65) and spend 14.2 minutes on the platform, on average.

Chilling out on Pinterest

Where Pinterest particularly stands out from other social networks is in the lifespan of its content (the famous pins).

It is estimated that a pin remains visible 151,200 minutes  compared with 24 minutes for a tweet and 90 minutes for a Facebook post.

Obviously, some categories are more sought after than others. HubSpot found 7 of them:

  • Travel
  • Health and Wellness
  • DIY (Do It Yourself) and renovating your home
  • Women's fashion
  • Beauty
  • Food and Beverages (Cooking)
  • Inspirational Quotes

If your business is located inside one of those niches, it can be very interesting to tap into Pinterest.

The visibility is much longer than on more ephemeral social networks such as Facebook, Twitter or Snapchat.

Moreover, it is a very interesting marketing channel. So, how can you use Pinterest to develop your online visibility?

Why use Pinterest?

For personal purposes, you can use Pinterest to wander around and come up with an original recipe idea for your dinner party, or the right outfit for your weekend disco party.

But here, we're going to rely more on professional use by slipping into the shoes of a marketer.

The prerequisite, of course, is to have a visual marketing strategy. I remind you that Pinterest is based on photos and illustrations to present your content in your pins 😉

Is everything good for you? I'll give you right away 2 good reasons to use the search engine / social network.

Because Pinterest is good for your site's traffic

If you are against attracting a lot of traffic and hundreds and hundreds of visitors to your site, raise your hand.

I don't know why, but I'm pretty sure you've kept it down 🙂

Who doesn't want to be visible, attract new customers, and even increase their sales? Except those who blog for fun, not many people don't.

If you're struggling with growing your traffic, Pinterest can help you take it to the next level. The reason is simple: the more your pins are liked, the more you increase your chances of redirecting users to your site, and the more your traffic grows.

HubSpot reports on its blog the story of a jewelry designer who would have reached a million page views in 5 months, as well as 14.000 new subscribers to its newsletter, optimizing its presence on Pinterest!

On the other hand, Google tends to be generous with the content on Pinterest, sometimes highlighting it in its search results.

For example, let's take the Do It Yourself (DIY) theme, which is one of the most sought-after on Pinterest.

If you type, “do it yourself ideas” on Google, you'll see that it appears in a rather good position (4th in the natural results, according to my search history).

Pinterest ranks high in Google SERPs

Pictures can also be found in the Images SERPs, a lever that is still not used very much, although it can generate excellent results.

Pretty good, for starters. But wait: I've got an awesome second reason for you to tap in Pinterest.

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Because Pinterest is good for your sales

Do you know Ori? No? I don't either. He's a 31-year-old guy based in Los Angeles looking for a hip new look.

And you know what? He found it on Pinterest, of course! At least that's what the search engine reports in this particular case, which also presents several eloquent statistics.

For instance, we learn that 60% of users use the social network to find shopping ideas, ahead of search engines (48%) and social networks (35%).

And maybe even more striking: 90% of the registered users on the platform indicated that Pinterest helped them to make a purchase decision.

This brings us to our second point: Pinterest is a tool that can help you generate more traffic, but also more sales.

Not to mention that this is rather a basic trend: the progression of Pinterest is linear and goes crescendo monthly, constantly gaining new users.

So, are you convinced to use Pinterest? To make the most out of it, you'll have to start by letting the platform know that you intend to use all its features.

It's called claiming your website to Pinterest. I'll show you how to use it right below.

How do you claim your WordPress site to Pinterest?

For starters, I suggest you add a professional account. It's free, simple and fast. Moreover, you will be able to take advantage of advanced features such as :

  • Access to analytical data (Pinterest Analytics) to find out more about your visitors, the performance of your pins etc.
  • The possibility to display advertisements.

If you already have a personal account, switching to Business mode will take you a few seconds.

Click on the three little dots at the top right of your home page.
Then select Add a free business account.

Create a business account on Pinterest before integrating it to WordPress

Then follow the 7 steps where you will have to fill in your company name, your email, a link to your website, the connection of other accounts to Pinterest (YouTube and Instagram for instance), if you want to post ads on Pinterest and the installation of a Pinterest button for your browser (you can skip some steps).

Once you've finished your grub, you'll see that the name of your company or site (Keymistry for my part) is displayed on your homepage (you can switch back to your personal account in juste one click)

You should land on your Business Hub, the page that displays the statistics of your latest pins, or the performance of your ads.

Pinterest business hub

Here you go for the creation of your Business account. It's time to move on to claiming your WordPress, which allows you to integrate Pinterest on your site.

To do this, there are two steps to take.

Step 1: Claim your website

As before, click on the three small dots in your business account and select Settings.

Then choose Claim your site and enter your website's address if it's not pre-registered, then click on the red Claim button.

Claim your website on Pinterest for WordPress integration

Pinterest gives you the choice between 2 possibilities:

  • Adding an HTML tag to your site: I'm going to present this method to you because it seems to me more accessible for a beginner on WordPress.
    For the moment, think about copying and pasting this code in a text editor, for example.
  • Upload an HTML file to send to your server.
HTML tag to claim your WordPress on Pinterest

Step 2: Adding the HTML tag to WordPress

This nice piece of code between your fingers, you just have to integrate it on your site

To do this, you will use the famous Yoast SEO plugin, which has a tab ready to receive your data.

Choose the Social Networks menu, go to the Pinterest tab and paste your HTML tag in the Pinterest confirmation field.

Remember to save the changes on Yoast and then Claim the site on Pinterest, and you're good to go.

Pinterest specifies that the verification process can take up to 24 hours, so don't be surprised if it's not active right away. You will receive an email message to let you know that everything is OK

From now on, we're going to tackle the must-have plugins for using Pinterest on WordPress.

5 must-have plugins to add Pinterest to WordPress

Let's recap what we've seen so far. You've discovered what Pinterest is all about, what it can do for your business, and you've even claimed your WordPress site to Pinterest.

You've come a long way, but your journey is not over. New stop: the WordPress Pinterest plugins you can't do without.

First observation: compared to other social networks such as Instagram and especially Facebook, there is not an overflowing choice of Pinterest specific plugins on the official directory.

Above all, quite a few are correctly maintained and frequently updated.

For instance, this one interested me a lot and I was going to present it to you, but I realized that its last update was 5 years ago…

This allows me to come to the selection criteria I chose for the plugins you're about to discover:

  • The plugin is on the official directory.
  • It has at least 2,000 active installations.
  • Last update was less than a year ago and the plugin had to be tested with more than three major WordPress updates.

These last two criteria may seem a bit drastic, but an up-to-date plugin is hyper-important for the security of your site, as well as to avoid as much as possible compatibility problems that would result in your WordPress crashing.

You can use plugins that are not updated, but at your own risk.

Finally, to make your navigation easier, I have grouped the plugins into different categories, which turn out to be the most frequent.

Social Warfare: to share your Pinterest content on WordPress

Social Warfare can help you grow your WordPress & Pinterest strategy

Active installations: 60,000+

Attention, soldier! Ready? March. I present to you Social Warfare.

As the name suggests, this social sharing plugin allows you to share your WordPress content on Pinterest.

Simple, ergonomic and pleasant to use, it lets you choose the location of your buttons or display the total number of shares.

Manage your Pinterest strategy on WordPress with Social Warfare

Above all, Social Warfare allows you to upload your front page images in Pinterest format (only in the Pro version), i.e. vertically and respecting the pixel size recommended by the platform (more details on this in part 6).

Since each social network uses different sizes, this will prevent you from ending up with a cut horizontal image that illustrates your post, if one of your visitors shares it on Pinterest.

Pretty cool, right? To take advantage of this feature, just go to the content editor of an article, for example.
You'll find an insert called Social Warfare Custom Options.

In addition, you can also include a “Pin it” button, which will be activated as soon as a visitor passes his mouse over one of your photos.

As a bonus, it is also possible to customize the descriptions that will be shared on social networks, if you don't want the title of your post to be used by default when a user shares it.

The Pro version is available from $29 for 1 site use. It offers a wider choice of share buttons, more style combinations, an option to retrieve your shares, or a share tracking.

To learn more about Social Warfare, you can read the test I dedicated to it on WPMarmite's blog.

On the social sharing plugin side, you can also test Social Rocket a recent plugin that is still quite confidential, but which deserves to be better known. And if you use the ultra-famous Swiss Army Knife, Jetpack it has a Pinterest share button.

jQuery Pin It Button for Images: to add a Pin It button

Active installations: 40,000+

This new plugin allows you to add a Pin it button on your WordPress images, so that your visitors can then find them on their Pinterest account.

It is quite convenient to use because it does not overwhelm you with unnecessary options.

Once activated, it already works without any settings by integrating the Pin It button on all of your website's visuals.

After that, you are free to refine the settings to restrict its use.

Among its interesting features, I particularly liked :

  • The ability to display a hover Pin It button.
  • The ability to specify a minimum image size below which the Pin It button will not be displayed.
  • The option to enable or disable the Pin It button on the content of your choice.
  • The choice between 3 types of sizes (Small, Normal or Large) and 4 shapes for your buttons (Square, Round, Rectangular etc.). You can also download your own custom button.
Options de l'extension JQuery Pin It button

All right, are your settings ready? All that's left to do is let your visitors pin the images that interest them.

I made a test on my test site, to show you. How magic: you will suddenly see a Pin It button appear. Watch carefully:

There is also a Pro version of the plugin, starting at $9.99 for use on 1 site.

It offers among other things more icon choices for your button, priority access to support and above all an option to activate the digital triggering of the button's appearance, on smartphones and tablets.

For the purposes of this article, I also tested out the Pin It Button On Image Hover And Post plugin…which is a little less highly rated. It has fewer features and I found its settings menu a bit more intrusive (let's say it's okay if you love the color red).

The Pin It button plugin

GS Pins for Pinterest, the plugin to display your pins

GS Pins for Pinterest WordPress plugin

Active installations: 3,000+

Highly rated (5 stars out of 5), the GS Pins for Pinterest plugin allows you to display your pins wherever you want on your site, either with a shortcode, or in a Pinterest widget for WordPress

It is developed by Golam Samdani (hence its GS prefix), a theme and plugin creator specializing in the Genesis framework.

It will be perfect for those who don't want to waste time. The settings page is reduced to its bare minimum

All you have to do is enter your Pinterest username, and you're all set. A few more options allow you to choose the number of pins to display (from 10 to 25), or the number of columns to display your pins (3 or 4).

The GS Pinterest plugin's settings

Then insert the short code [gs_pinterest] wherever you want in your content. Well, that's if you're still using the old WordPress content editor (Tiny MCE).

With Gutenberg, it's even simpler. All you have to do is use the dedicated block called GS Pinterest Block. The latter will add its own settings in the Gutenberg sidebar.

Enter the settings of your choice and off you go.

The GS Pins for Pinterest Gutenberg block

It does the job fast and pretty well, but there are still some limitations.

The plugin's administration interface is a bit “polluted” by the presentation of the numerous plugins created by Golam Samdani (free and paid).

Do you want more customization options? A Pro version is available starting at $24.99 for 1 site use.

It proposes to organize your labels on 5 or 6 columns (against 3 or 4 in the free version), but also 4 more display styles.

Add Follow Button for Pintrest, the plugin to follow your Pinterest account

The Add Follow Button for Pinterest WordPress plugin

Active installations: 2,000+

No, I didn't make a typing mistake and yes, you read it right: we're talking about a WordPress plugin for Pintrest here (without the first e).

Its credo is to allow you to add a follow button to your Pinterest account so that your visitors can subscribe to your account.

You might as well tell yourself right away: this plugin is a bit confusing. It doesn't have a settings menu, and I'm still trying to figure out how to add a tracking button within a post or a page.

There is no Gutenberg block, and no specific button for the old WordPress editor (TinyMCE). And once in the front on my test site (what your visitors see), no button was added automatically.

On the other hand, to add a tracking button in your sidebar or footer, there's nothing to say about it: it works perfectly. You can also choose the size of the button (Small or Large).

The plugin does not have a Premium version. Frankly, if you want a tracking button with more customization options, you might as well turn to a more generalist plugin like Social Warfare, or the excellent Social Rocket.

To add a Follow button, but also Pin It, or to display your Pinterest profile in a widget, also look at PI button.

Masonry Layout, the plugin to transform your posts to masonry format

Masonry Layout

Active installations: 5,000+

Here, we're not talking about a WordPress plugin that's specific to Pinterest, but I found it offbeat and original enough not to tell you about it.

In fact, it will allow you to transform some aspects of your site a blog article, a portfolio and even your WooCommerce products) to the Pinterest format, i.e. “masonry”.

This term sound like Greek to you, and has nothing to do with masonry. Well, it may have something to do with stacking things.

The term masonry refers to a system of content organization that could be compared to the game Tetris.

In fact, the Masonry script is used on the site to assemble content, regardless of its size. In the end, you get a kind of puzzle, in a vertical way.

Like the display on Pinterest… so you understand the link between all this ;-).

Concerning our plugin, it's quick to get used to, with a single small settings page where you can choose the number of columns (from 1 to 5), or activate the responsive (optimal display on all types of media).

Creating a shortcode with the WP Masonry Layout plugin

Once your settings are done, you get a shortcode that you can insert in the content of your choice (e.g. post or page).

If you want to go further, Masonry Layout has a Pro version available from $20/year.

Thanks to it, you'll have 5 additional layout types, as well as options to activate lazy loading and a lightbox (window that opens when you click).

And what about Pinterest Gutenberg block plugins?

Throughout these lines, you may have noticed that not all of the presented plugins have been Gutenberg-styled yet.

As a reminder, Gutenberg is the default content editor present in the WordPress core since version 5.0, released in the end of 2018.

It works thanks to blocks, i.e. ready-made containers that allow you to add your content (e.g. text, images, videos, lists etc.).

Natively, Gutenberg offers you the possibility to insert blocks of Embedded Content to integrate content from your social networks (ex: a tweet or a Facebook post).

Social Media blocks for Gutenberg on WordPress

On the other hand, Gutenberg does not yet offer to add a pin or a Pinterest board.

And it's also difficult to find Pinterest plugins offering blocks dedicated to Gutenberg.

But you can try out plugins offering “collections” of blocks

Among the most downloaded, I could mention Ultimate Addons for Gutenberg, Atomic Blocks or CoBlocks. I present them to you in a dedicated article on the WPMarmite blog.

Some of them offer options to highlight your Pinterest account. For example, Ultimate Addons for Gutenberg has a Social Sharing block that allows your visitors to share content on Pinterest.

Similar to Social Warfare, but more basic.

How do I add Pinterest to WordPress manually?

Apart from plugins, it is quite possible to add your Pinterest buttons and widgets to WordPress manually. The social network/search engine gives you 5 options:

  • Adding a Save button
  • Adding a Subscribe button
  • Adding a Pin widget
  • Adding a profile widget
  • Adding a Table widget

However, unlike a plugin that does everything for you, here you'll have to get your hands dirty and manipulate some code.

So it's a bit technical. For your buttons or widgets to be displayed, you first need to integrate the following small piece of JavaScript code before closing the </body> tag, for example in the footer.php file of your child theme :

Then follow the instructions requested by Pinterest. For example, to add a pin, click on the Pin widget link on this page.

Pinterest will redirect you to its developer page.

You will need to :

  • Enter the URL of the pin of your choice
  • Choose your size (Small, Medium or Large): you have a convenient real-time overview.
  • Copy-paste the generated code within the content of your choice (for example in with the Code block on Gutenberg).
The Pinterest widget builder for WordPress

That does the job, but as you can see, you need to be sure you know what you're doing when you add the code to the page. So I wouldn't necessarily recommend this method for a beginner.

Just in case, always remember to save your site before any “risky” manipulation.

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Our tips to optimize your presence on Pinterest

By now, you may have activated one or more Pinterest WordPress plugins.

Before you start to conquer new users, and publish your first pins and boards, I'll give you some tips on how to best use the platform.

The images

Images are “the key to success,” as Pinterest explains

On the platform, people share their findings and other ideas and put forward beautiful images and other photographs.

Hence the importance of caring for them. Prefer original images to those found on specialized banks, which can be found at anyone's.

Tip: To create beautiful custom images, you can use the graphic design tool Canva (free of charge).

Pay attention to exposure, brightness, framing, etc. For this, use a photo editing software like Gimp (free) or Photoshop (paid).

Then, each social network has its own standards regarding the size of the photos. Pinterest is no exception to the rule.

For Pinterest, the vertical format is preferred because most Pinterest formats are “taller than they are wide”.

As for the size, it is recommended to use a width/height ratio of 2/3 for your pins (600 pixels by 900 pixels or 2000 pixels by 3000 pixels, for instance).

You can refer to this product specification guide for more info.

What else? Pinterest says that “the best pins are the ones that catch the eye, tell an interesting story and make you want to know more”.

Then to deliver some interesting details that can make a difference, such as adding a logo or text overlays.

To put it in a nutshell, remember that it all starts with WordPress. You should also apply all these tips to the images on your site or blog.

Because if you use horizontal images, for example, the display may not be so cool afterwards, when your visitors want to share their findings on Pinterest.

SEO on Pinterest

Remember the beginning of the post, when I explained that Pinterest is a search engine?

In order to try to answer its users' queries, you have to try to find the keywords they are looking for.

To do this, proceed as with Google: use a keyword search tool such as the Google Keyword Planner, or Ubersuggest.

Also think about related searches, which Pinterest will recommend. For example, look at all the ideas that come to mind when I type the word “garden” :

Find pin ideas on Pinterest

Remember to integrate your keywords in strategic places, without doing keyword stuffing, for example in :

  • Your Title
  • Your description
  • Your boards

Another element to take into account: the way your content is indexed. In your settings, make sure that you do not prevent search engines from indexing your profile (via the Privacy and data tab).

Pinterest Privacy and Data tab

Finally, you can use the Pinterest attributes to boost your SEO.

The rich pins

As Pinterest explains, rich pins “include additional information and provide more context”.

There are four types:

  • For applications
  • For the products
  • For recipes
  • For articles

Basically, it gives additional information to visitors to encourage them to click on your pin, and be redirected to your site. It's similar to Google's rich snippets, so to speak.

So, if you take a recipe, a rich snippet will give additional contextual information such as preparation time or user reviews (stars).

Take a look at a concrete case with a recipe for smoked salmon pizza (if you didn't have any idea for your dinner tonight, go ahead) :

To add enriched pins to your account, go to this page. You'll see that Pinterest requires you to add metadata to the content of your WordPress site first.

To do so, you can use the Yoast SEO plugin, by checking the OpenGraph checkbox in the Facebook tab.

Alex explains this procedure in this post in detail (you'll find it in the “Pinterest” part). Finally, let Pinterest do it: it will retrieve all the data it needs on your site by itself.

For example, if you have a cooking blog, you can add data enriched with the WP Recipe Maker extension (no need to get your hands in the code) and Pinterest will retrieve everything automatically.

Frequency and time of publication

With fine images, SEO and optimized enriched pins, you may be wondering when to publish your content?

Difficult to answer this point, which depends on a lot of factors (target-audience, sector, etc.).

However, CoSchedule has published enlightening statistics from 25 different studies.

Concerning Pinterest, we learn that there is no real correlation between time of posting and content performance.

On the other hand, Fridays and Saturdays seem to be the best days to post, since users often plan their projects on weekends.

More than the time and day of publication, what matters is your activity on the platform.

Don't be afraid to pin several times a day on a regular basis (not 50 pins at once but once every fortnight, for example).

Advertising: Pinterest ads

We're ending this tip sheet and this post with the Pinterest ad.

It's the same principle as what is done on Facebook with Facebook Ads, for example.

There are different kinds of ads:

  • Sponsored pins
  • Sponsored video pins
  • Sponsored carousels
  • Sponsored application pins

Of course, you need a business account to use them. But if you've followed my advice, it's all good for you, right?

To create your first ad, you can go to this page.

But before testing this feature, let's summarize together the points discussed today in this Pinterest for WordPress guide.

In this article, you have discovered:

  • What Pinterest was
  • Why use it
  • How to Claim Your WordPress on Pinterest
  • 5 plugin to use Pinterest on your site
  • How to add Pinterest buttons/widgets manually
  • Tips to optimize your presence on this social network

From now on, the floor is yours! Are you using Pinterest or are you going to get started with a specific marketing strategy?

Do you use any of the plugins presented throughout these lines?

Your opinion and comments are welcome in the comments below.