pinterest marketing for artists

To effectively market your art on Pinterest, imagine your artwork reaching a huge audience, motivating them, and compelling them to act. With its visual nature and ability to showcase your work, Pinterest is a valuable tool for artists to promote their creations.

Our 7 step guide to Pinterest Marketing for Artists will take you through the steps and actions you can take to maximise your success on Pinterest.

By utilizing Pinterest’s features and strategies, you can drive traffic to your website, increase your online presence, and attract potential customers. Pins on Pinterest have the power to capture the attention of art enthusiasts and lead them directly to your art. But can you sell art on Pinterest? That’s the next step to explore in your journey as an artist utilizing this innovative platform.

Fin out more about Pinterest as a Platform for Artists to promote their work in out post Pinterest for Artists.

Pinterest provides a unique platform for artists to showcase their work and engage with a broader audience. The visual-centric platform is perfect for artists to share their creative endeavors and increase their exposure. Here’s a possible strategy that artists can adopt to effectively promote their art on Pinterest and leverage its features to gain more pin views.

Step 1: Set Up a Business Account and Create Relevant Boards

  • Create a Business Account on Pinterest
    Starting off, you should create a business account on Pinterest, distinct from a personal account. A business account comes equipped with a suite of advanced tools and features specifically designed to help businesses grow. These tools include Pinterest Analytics, which provides insightful data about your pins’ performance and audience behavior.

    With access to these metrics, you’ll be able to refine your content strategy based on what resonates most with your followers. Also, a business account allows you to create ads and use rich pins, which provide more details than regular pins, thus enriching the user’s experience.
  • Create Relevant Boards
    After setting up a business account, the next step is to create boards related to your art and style. Boards are essentially collections of pins that you can categorize based on different themes or subjects. For an artist, boards can be based on different series of work, artistic styles, themes, or inspirations.

    When creating your boards, it’s crucial to use SEO-friendly titles and descriptions to make your boards discoverable in search results. Detailed, keyword-rich descriptions can help Pinterest understand your content better and present it to users who are searching for those topics. This way, users interested in a particular style or art theme can easily find your work, enhancing its visibility and engagement on the platform.

Step 2: Creating High-Quality Art Pins

Creating high-quality pins is a crucial part of the strategy to promote your art on Pinterest. Given that Pinterest is a visual platform, the aesthetics and quality of the pins play a huge role in attracting viewers and keeping them engaged.

  • Focus on Image Quality and Composition
    The quality of the image you use to represent your artwork significantly impacts how viewers perceive your work. Therefore, it’s important to capture high-resolution, well-lit images that truly highlight the beauty and intricacy of your art. Consider using professional photography equipment or hiring a professional photographer, if possible. Additionally, experiment with different angles or compositions to showcase different aspects of your art. A piece captured from multiple angles or in different lighting can create a more comprehensive visual story.
  • Use Detailed, Engaging Descriptions
    Alongside the image, the description you provide with each pin is essential. A well-crafted, detailed description can provide context, stir emotions, and elevate the viewer’s appreciation for your work. It can also improve the visibility of your pin in Pinterest’s search results. Therefore, include relevant keywords that potential followers or customers may use when searching for an artwork similar to yours. However, make sure the description flows naturally and doesn’t feel like a string of keywords.
  • Link Back to Your Website or Online Store
    Finally, don’t forget to include a link back to your website, online store, or portfolio in each pin. This is a simple yet effective way to drive traffic from Pinterest to your site. If a viewer is intrigued by your pin and wants to see more of your work, purchase a piece, or learn more about you, having a direct link in the pin makes this process effortless. This can significantly improve your chances of converting a casual viewer into a follower, customer, or a loyal fan.

Step 3: Leverage Group Boards

Group boards on Pinterest offer a unique and powerful avenue for boosting the visibility of your art and connecting with like-minded individuals or potential customers. These boards, shared by multiple users, allow collaborative pinning and are an effective way to reach a broader audience.

  • Join Relevant Group Boards
    Start by researching and joining group boards that align with your art niche. These could be boards dedicated to similar art styles, themes, techniques, or art appreciation in general. By contributing to these boards, you tap into an already interested audience, thereby increasing the likelihood of engagement with your pins. Make sure to follow the specific rules set by the board administrators, as failing to do so might result in removal from the group.
  • Actively Participate and Provide Value
    Once you’re part of a group board, active participation is key. Regularly pin your art to the board, but also engage with other pins by liking, commenting, or saving them. This interaction fosters a sense of community, and users are more likely to check out your profile and engage with your pins. Remember, the goal is not just to promote your own work but also to provide value to the board. Share pins that are relevant and interesting to the group, and your credibility and visibility within the group will increase.
  • Consider Creating Your Own Group Board
    If you’re unable to find group boards that perfectly fit your needs, or once you are more comfortable with how group boards work, consider creating your own. As the owner of a group board, you can set your own rules and invite other Pinterest users whose work complements yours. A board featuring a diverse yet relevant collection of pins from multiple contributors can attract a wide range of Pinterest users, thereby expanding your reach.

Step 4: Utilize Pinterest Features for Increased Visibility

Pinterest offers a range of features designed to enhance user experience and increase content visibility. Artists can utilize these tools to effectively showcase their art and attract more attention.

  • Use “Shop the Look” Pins
    One particularly useful feature for artists is “Shop the Look” pins. This tool allows you to tag multiple products (in this case, pieces of art) within a single pin. For artists who sell their work online, this feature can be a game-changer. It enables potential customers to easily find and purchase your art. Users who click on a tagged item in your pin will be redirected to your online store where they can buy the artwork. It simplifies the shopping experience for users and potentially boosts your sales.
  • Employ Rich Pins
    Rich Pins are another feature that can elevate your Pinterest strategy. They allow you to add more details to your pins directly from your website. There are four types of Rich Pins – product, recipe, article, and app – but for artists, product pins are the most relevant. These pins can include real-time pricing, availability, and where to buy your art. By providing all this information within the pin itself, you make it easier for interested users to take the next step towards a purchase, without having to leave the platform.
  • Explore Video Pins
    Lastly, don’t overlook the power of video pins. This feature is perfect for artists who want to give viewers a more dynamic and intimate view of their art. You can use video pins to showcase your art process, offer a virtual tour of your studio, or present a time-lapse video of your artwork creation. These kinds of pins can engage viewers on a deeper level and create a stronger connection between the viewer and your art.

Step 5: Engage with the Pinterest Community

Engaging with the Pinterest community can go a long way in increasing your visibility, growing your following, and promoting your art effectively. Being an active participant on Pinterest will not only get your art noticed but can also help establish your reputation as a reliable and interesting member of the art community on the platform.

  • Comment on Other Pins and Respond to Comments on Your Pins
    One of the easiest ways to engage with the Pinterest community is by commenting on other pins that resonate with your artwork or interest you. Genuine, thoughtful comments can lead to reciprocated engagement and potential new followers. Similarly, when users comment on your pins, make sure to respond timely and authentically. Engagement encourages more engagement, and this two-way interaction can enhance your visibility in the Pinterest feed.
  • Connect with Other Artists and Collaborators
    Pinterest is a hub for artists and creatives, making it a perfect platform to connect with peers, collaborators, or mentors. Follow other artists whose work you admire, repin their work, and engage with their content. Collaborating with other artists on shared boards or art projects can expose your art to a new audience and create mutually beneficial relationships.
  • Participate in or Host Contests
    Contests can be a fun and interactive way to engage with the Pinterest community. Participate in contests that align with your art style, or host your own contests to encourage interaction and increase visibility. A contest could be as simple as asking users to create a board featuring your artwork, or as elaborate as a painting challenge. Just ensure the contest rules adhere to Pinterest’s guidelines.

Remember, engagement should be genuine. The goal is to build authentic relationships within the community, as this will naturally lead to an increase in interest and appreciation for your artwork.

Step 6: Use Analytics to Refine Your Strategy

Analytics is an invaluable tool for any social media marketing strategy, and Pinterest is no exception. Pinterest provides its own analytics platform which offers a wealth of information about how your pins are performing. By studying these analytics, you can gain insights that will help you refine your strategy, optimize your pins, and increase your overall visibility on the platform.

  • Understanding Pinterest Analytics
    Pinterest Analytics provides a range of data, including impressions (how often your pin shows up in the feed), saves (how many users saved your pin to their boards), clicks (how many users clicked through to your linked website), and engagement rate (the percentage of people who engaged with your pin after seeing it). Other metrics include audience demographics, which show who is interacting with your pins, and the performance of individual pins.
  • Making Data-Driven Decisions
    Utilize this data to make informed decisions about your Pinterest strategy. For example, if you notice that a certain style of pin or a particular theme of art is getting more saves or clicks, it may be worth focusing more on that type of content. Similarly, if a pin is not performing as expected, try to analyze why that may be. Could the image quality be improved? Was the description engaging and SEO-friendly? Using data to answer these questions can help you improve the performance of future pins.
  • Tracking Progress Over Time
    Consistently track your metrics over time to assess the success of your Pinterest strategy. Monitoring trends can help you identify what’s working and what isn’t, allowing you to adjust your strategy accordingly. For example, if you notice a steady increase in impressions and clicks after optimizing your pins for SEO, it’s a good sign that your efforts are paying off.

The goal of using analytics is not just to gather data, but to derive insights that can guide your Pinterest strategy. Regularly reviewing and learning from your analytics can help you continually refine your approach, ensuring your art reaches the widest possible audience.

Step 7: Master the Art of SEO on Pinterest

Just like other search engines, Pinterest uses an algorithm to determine and display the most relevant content to its users. By understanding and leveraging the principles of SEO (Search Engine Optimization), you can increase the visibility of your pins, drive more traffic to your art, and potentially boost your sales.

  • Optimize Your Profile and Boards
    First, ensure your Pinterest profile is optimized. This means using a clear profile picture (your logo or a picture of your art), writing a succinct yet descriptive ‘About’ section that includes relevant keywords, and organizing your boards logically. Remember, each board should have a clear, keyword-rich title and description. By optimizing your profile and boards, you’re making it easier for users who are interested in your kind of art to discover you.
  • Craft SEO-friendly Pin Descriptions
    When crafting descriptions for your pins, think about what potential buyers might search for if they were looking for your type of artwork. Use these terms and phrases in your descriptions. While it’s crucial to include relevant keywords, ensure your descriptions sound natural and engaging rather than just a list of keywords.
  • Use Hashtags Wisely
    Pinterest supports the use of hashtags, which can help categorize content and increase its discoverability. While Pinterest is not as hashtag-focused as other social platforms, adding a few relevant hashtags to your pin descriptions can still help users find your content. Stick to a few highly relevant hashtags rather than a long list of loosely related ones.
  • Consistent and Frequent Pinning
    Pinterest’s algorithm favors users who pin content regularly. By consistently pinning your art, you’re increasing the likelihood of your content being shown to users. A good practice is to create a pinning schedule, ensuring you’re consistently active on the platform, but without overwhelming your followers with too much content at once.

While SEO can significantly increase your art’s visibility on Pinterest, it’s not an overnight process. It requires consistent effort and adjustments based on performance over time.

The Key to a Successful Pinterest Strategy

Effectively promoting artwork on Pinterest involves much more than just uploading images. It requires a comprehensive strategy that leverages the unique features of the platform, from creating high-quality art pins and utilizing promoted pins, group boards, and advanced Pinterest features, to engaging with the community and making data-driven decisions based on analytics. Each step, executed correctly and consistently, can help artists extend their reach, connect with their target audience, and ultimately increase their visibility and sales.

The key to a successful Pinterest strategy lies in its execution. Consistency, authenticity, and adaptability are crucial. Regularly creating and pinning high-quality, engaging content that resonates with your audience is essential. Genuine interaction with the Pinterest community can foster relationships and increase engagement.

Lastly, remaining adaptable and responsive to analytics insights allows for the refinement of your strategy over time, ensuring it continues to effectively promote your art. Remember, success on Pinterest, like any platform, doesn’t happen overnight but is the result of consistent effort and strategic planning.

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