This is a guest post from Holly Cardew, founder of Pixc.
Increasingly, people make purchasing decisions based in large part on images they see online. So, if you’re looking to sell products on Pinterest, you’ll need beautiful product images. This is not news to you! The good news is that this does not need to be complicated or expensive.
I know how powerful a picture can be; as an eCommerce expert, I help online retailers sell their products by creating optimized product images. And today, I’m going to show you how YOU can, too.
Remember, every Pinner is a potential customer!
First, the basics:
Why Product Image Variety is Key for Pinterest
Pinners use Pinterest for building personalized wardrobes, planning the layout of their new house, organizing their wedding, planning a party, and so many other reasons. Your job is to create images that they WANT to Pin to their Boards, and in doing so, share with their followers.
Generally, Pinners, like to mix it up to include product images, contextual shots of the product, and also general lifestyle photos. Check out this “Kids” board:
Because Pinners use Pinterest for inspiration and planning, you’ll reach more potential customers when you branch out and try different types of product images. For example:
Product Images with a White Background
Often, products really stand out on a white background. The image is free from distractions and lets users (or potential customers) visualize a product. (Don’t know how to take these well? We’ve got you covered!)
In addition, clear product shots are useful for greater exposure via Lens – Pinterest’s visual search.
Lifestyle images for Pinterest
In-context shots or lifestyle photographs gives a customer a feel for the product. It helps them decide where and how to use or wear the product.
It also allows you to show off your brand vision and creativity – and often generates more engagement than a straight product shot! Jumbled uses a creative approach – half way between lifestyle and product shot:
Whenever possible, lean into a seasonal aspect of your Pin – Pinterest found that results in a 22% sales lift.
Close-up images for Pinterest
People Pin images for different purposes. The pattern on a summer blouse could inspire home decoration or a party theme, not just an outfit. This image gives you yet another way to attract visitors to your site – remember, every Pin saved provides another opportunity for someone to discover your website.
This “Pineapples, Please” board is an example of how a Pinner has pinned all different types of images. She includes product images (shoes, a tote bag, and an ice mould), along with table setting images, quotes and general pineapple photos. Even if she’s Pinned your pineapple wallpaper just because she likes the design, one of her followers may spot it as the perfect choice for their bathroom makeover!
Photographing your products from a variety of angles and from different distances will also help increase your exposure in Pinterest’s visual search. It allows users to search for images, instead of entering in keywords.
Pins with Multiple Products in the Image
Pinterest suggests Pins with multiple products in the image can drive more clicks than single-image Pins. For example, show all the colors or patterns your items comes in. But don’t let it get too busy – fewer than five products per Pin works best.
Pinterest recommends a 2:3 ratio (600x900px, for instance) for Pins. Although this size might be optimal, it is important to test what works best for your brand and audience. Louise Myers explains that infographics and longer Pins perform better for her. Pinterest has also said that longer images may be truncated in the feed or not distributed in certain feeds, so try it, but make sure to check your Pin performance.
Your Pin description is so, so important. Not only is it useful for telling Pinterest what your product is (and thus helping it be surfaced in appropriate searches), they can be a powerful tool in motivating Pinners to visit your site and purchase!
Descriptions should be clear, concise and easy to read. It should tell the customer what they are looking at, how they can use it, and anything else relevant to making decision to purchase.
Include the name of the product, the collection and the brand. Pins with a brand name in the first sentence of the description drove 54% more email signups – and email is a great way to turn a browser into a buyer!
Then, explain to the customer how they might use the product. Would it look good on the beach? Does the summer dress go perfectly with a white open-toe sandal?
Is there a seasonal or event-based aspect to the product (or MIGHT there be?)? If so, create some Pins with those keywords in the description, too.
Hashtags are a relatively new feature on Pinterest – and their popularity is growing. You can use up to 20 per description, but Pinterest now suggests 3-5 maximum. No one wants to be bombarded with hashtags!
Relevant hashtags could include the type of product, the brand, and season. Remember to use popular search terms to increase your search result ranking and discoverability. Go for more complex hashtags rather than simply using #fashion or #fall, which may be too vague for you to stand out.
Following these simple steps will help you take your product images for Pinterest to the next level, get repinned, and drive traffic to your eCommerce store!
Do you have any other best practices for Pinterest? Let us know in the comments section!
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