5 Pinterest Content Curation Strategies For Ecommerce Brands


If you haven’t established a presence on Pinterest for your online business, you should reconsider. Why? Lauren Young, the Reuters personal financial editor, sites a Pew Research Center study that finds that the majority of Pinterest users are highly educated, young females with high incomes. This explains why Pinterest shoppers spend almost $65 dollars more per session than Facebook shoppers.


However, to capture the attention of this ideal retail demographic group, you must create and maintain targeted content on your Pinterest business boards.

Here are five ideas to curate targeted content on Pinterest:

1. Curate pins that promote your vision.

Create one or more boards dedicated to pins that promote your business vision. Frequently pin content on these boards that fits the vision behind your business. For example, if you sell aromatherapy candles, create a board dedicated to peaceful surroundings, sunsets, beaches or whatever else reminds you of the relaxing nature of your products. Over time, the board will be filled with a collage of photos and content that remind your customers why they should purchase your products. People will follow boards they find inspiring and share them with others. Even without purchasing your product, these ambassadors spread the word about your brand by following your boards.

2. Curate pins that explain the history of your brand & products.

If you sell one-of-a-kind products, create a Pinterest board about the early days of your business. Perhaps you started your aromatherapy candle business in your kitchen. People love humble-beginnings photos and stories, so pin as many of these as you can to your history board. If your products are not unique, you can create a history board about interesting milestones in the industry. You could create a board about society and the world during the time your product was invented. Or you could create a board for pins that show the evolution of your product.

3. Curate customer testimonial pins.

Once your products start selling, you could create a board where you curate your customers’ comments and impressions. Be sure to ask for permission first if you choose to include any personal information about them. Anonymous testimonial quotes are the safest bet. These quotes can be creatively displayed in large print, colorful graphics or any other display format that fits within your business vision. With your their permission, you could also curate photos of happy customers using your products.

4. Curate pins about the places where your customers live.

This board could contain photos of famous landmarks or buildings from the states or cities in which your customers live. Travel buffs will naturally be drawn to this board. They will follow it and spread the word about your business. Wikimedia Commons, a free public website, has thousands of location photos that photographers have released to the public domain. You should be able to find an attractive or interesting photo of almost any location there.

5. Curate tutorial pins.

Tutorial boards are highly recommended because the do-it-yourself mentality has never been more popular. Create a board with pins that help customers do anything better. Try to tie the board theme into some aspect of your product. For example, an aromatherapy candle business could feature a board containing tutorials on stress-free living. These tutorials could explain tips for relaxing, yoga poses, Feng Shui and trends in stress relief techniques.

In a nutshell…

To tap into the ideal retail shopping demographic found on Pinterest, you must create and curate targeted boards. Create boards that illustrate your vision and explain your business history. Create boards that display customer testimonials and their locations. Create boards that teach people how to use your products in clever ways. Focus on curating inspiring personal pins and pins from others to fill these boards. Carefully curated boards will serve as brand ambassadors. They will help people visualize the total picture of your online business and help you sell more products.

Over to you…

Do you have a Pinterest content curation strategy?  Is it leading to increased sales?  What’s been your experience using this visual social platform?  Share your tips below…

About Omar Kattan
Omar is MD & Chief Strategy Officer at Sandstorm Digital. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

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