The Importance of Using Idea Pins to Build Your Audience on Pinterest

Idea pins were created by Pinterest as a way to bring more video content to the platform. “Behind every good idea, there is a story” according to Pinterest, and this type of content allows pinners to publish and save valuable longer-form content that the user can refer back to for quick inspiration or guidance.

The purpose behind idea pins was to allow creators with a business account the opportunity to better engage with their audience by providing more features like multi-slide posts and the ability to link directly on the graphic. ‘

With video content being prioritized on other platforms like Instagram and Facebook, it’s no shock that Pinterest wanted to expand its reach with Idea Pins. Continue reading to discover how to create an idea pin to grow your audience, and in turn, your business.

What is an Idea Pin?

When I mention the word “idea pin” to business owners who are new to marketing on Pinterest, I usually get a deer in the headlights look.

The concept of idea pins first came to Pinterest in September of 2020. Back then these types of video, multi-slide pins were called Story Pins. In 2021, the name was changed to Idea Pins and were rolled out to all creators on the platform.

With a push toward more video content on social media sites like Instagram and Facebook, it’s no wonder that Pinterest followed suit.

The biggest difference between Idea Pins and video content on other platforms is that the content created on Pinterest doesn’t expire. And because Pinterest considers itself a visual search engine, rather than a social media site, these pins last forever. You heard that right… FOREVER!

For a while, many creators were resistant to creating video content for Pinterest. Video is of course more time consuming to create than static pins and requires a different kind of creativity.

The biggest benefit? Since there is not as much video content on the platform, the Pinterest algorithm is more likely to push your Idea Pins out, especially if they provide value to your audience.

More eyes on your content (aka impressions) means more opportunity for clicks to your profile and more brand visibility.

Notice I said clicks to your profile and not clicks to your website. The downside of Idea Pins is that they currently don’t allow you to link to blog posts, affiliate links, or anywhere else. However, Pinterest has started giving some creators access to this feature and hopefully soon everyone will have this ability.

Tips for Creating Idea Pins

Here are some tips on creating Idea Pins for maximum conversion, even without the ability to link:

Creating an Idea Pin in the Pinterest App, you have the option to add music, shorten your clips, add text overlay and stickers, and so much more! These features aren’t available on the desktop version.

1. Create idea pins using the Pinterest app.

It may seem easier to create images and graphics on Canva, as you probably do with your static pins, but using the app gives you access to stickers, fonts, affiliate links and more! And Pinterest definitely prefers this.

I recommend starting with a standard picture or graphic, then adding text overlay in the Pinterest app. Similar to the way you create reels on Instagram, you can adjust the volume settings, add music, and (sometimes) add product links.

The only thing the app doesn’t seem to be able to do is to add captions if you are speaking. This is important for visibility and inclusion, so you can create these videos in Instagram and use the caption feature there, another app like InShot or CapCut, or manually add the text to the Idea Pin in the Pinterest App.

I say “sometimes” because there are a lot of rules when it comes to affiliate links on Pinterest so check with both the site you are trying to link to and Pinterest about whether the type of link you are trying to include is allowed.

(BTW I've recently started experimenting linking to my clients LiketoKnow.it shop directly on the pin. I'll be reporting back to see how well that converts!)

Lastly, be sure to include a title and description as you would with a standard pin. With Idea Pins, you have the option of adding notes, ingredients, or supplies, so make sure to select the one that best fits your video. Definitely use the ingredients option for any recipe videos and the supplies option for any homemade crafts or cleaning content.

2. Tell a story with your videos and images.

As with static pins, step-by-step idea pins really take off and position you as the business owner as an expert and valuable resource for your customers. Therefore users are more likely to hit that follow button and return to your page when they're in the market for what you're selling.

One of the best examples I saw of this was an Idea Pin about how to make a bed. Sounds simple, right? But it totally held my attention, which is exactly what you want. As you moved forward through the slides, a new piece of bedding was added to the bed with a description of what item was used.

This example has multiple slides that pinners can click through to find the part most interesting to them.

This example is one long video listing out the steps to make a bed.

3. Include a cover image.

Use a similar template for your cover image for brand awareness and consistency, changing the title only. Then, using the app on your phone, shorten the title page to 1-2 seconds so people get to the meat of your content as they are scrolling their feed.

If you choose to have the first slide be a video, make sure you add a text overlay with a title that clearly indicates what the video is about so people can easily decide to click on your pin if it is for them.

4. Add a call-to-action on the last slide.

This is an important one! Invite people to follow you for more, check out your website, book your services, or purchase your product. Don't be afraid of being direct! Since you may not have the option to link to your website for some time, guide people to action in other ways.

If you need some ideas for calls to action you can use on Pinterest, download my list of 85 Calls to Action here.

As you can see, Idea Pins are a great way to engage your Pinterest audience, create content that sticks around, and build brand awareness. Pinterest has made it easy to create Idea Pins with their app, so you don’t have to worry about being tech-savvy.

Just remember to use a story format, include a cover image with a short video, and don’t forget to include a call-to-action at the end of your pin. As long as you follow their guidelines, you’re sure to successfully create content that your audience loves!

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