The threatened TikTok ban left companies scouring the Web for a substitute at the beginning of 2025. Instantly, platforms like RedNote, Lemon8 and Triller, which have been described as having “an identical performance to Instagram and Pinterest,” gained recognition as TikTok options.
However why not think about Pinterest itself?
Right here’s the best way to know in the event you ought to put money into Pinterest for your corporation’s content material technique.
What does Pinterest have that different platforms don’t?
Although it’s a 15-year-old platform, Pinterest remains to be extensively misunderstood. This tech big is usually mislabeled as a social media platform when, in actuality, it’s a visible search engine with the scrolling enchantment of a social website.
Manufacturers that efficiently leverage Pinterest for his or her content material expertise three large payoffs:
Content material lifespan: Pins flow into for years—not simply hours, days or even weeks.
Search: Virality exists, however the true return on funding comes from customers searching for out your content material and discovering it in search.
Retrievability: Have you ever ever tried to discover a LinkedIn publish or Instagram reel that you just saved a yr in the past? It’s potential, however not sensible. Nonetheless, Pinterest was designed to make content material simple to revisit for years to come back.
These differentiators set Pinterest aside—however the platform additionally aligns with TikTok in a number of key methods.
Pinterest’s overlap with TikTok
The platforms’ similar video dimensions make publishing TikTok movies on Pinterest sound like a no brainer. And in some methods, that’s true.
Like TikTok’s viewers, Pinterest’s viewers is younger (42% are members of Gen Z) and poised for retail. Pinterest reportedly reaches 40% of U.S. households with an annual revenue exceeding $150,000. To capitalize on these stats, Pinterest has its personal devoted retail program known as the Verified Service provider Program.
The ocean of alternative is deep, however sadly, not all content material can efficiently translate from one platform to the opposite.
Can your TikTok content material thrive on Pinterest?
TikTok movies have been immediately in all places after the platform’s U.S. emergence, usually to the purpose of frustration. Because of this, many Pinterest entrepreneurs have been asking the identical query: If folks wished to observe TikTok movies, wouldn’t they simply open TikTok?
Whereas movies are inspired on Pinterest, not simply any video might be profitable on the platform. TikTok content material has the potential to translate to Pinterest if it meets these 4 standards:
1. Avoids audio reliance
Audio is in TikTok’s DNA, however not Pinterest’s. Anticipate pinners to scroll with their quantity off. Video pins can also’t use audio that you just don’t personal, comparable to trending sounds and copyrighted music.
2. Solutions questions
Comedy skits or considerate musings, whereas entertaining and wildly standard on TikTok, received’t essentially rank in high-volume searches. Pinners don’t open Pinterest for leisure—they use it to seek out particular concepts.
Examples of content material that solutions questions are movies explaining the best way to take away stains from sofa cushions or interview questions and solutions (the latter of which has been trending just lately).
3. Has visible context
Pinterest movies want context to make them comprehensible at a look. For instance, in the event you do a search on Pinterest for protein powder, you’ll see containers of protein powder and cooking pictures. Nonetheless, the identical search on TikTok produces movies of creators speaking about protein powders. It is a basic distinction between the 2 platforms.
“Each month, 518 million folks flip to the platform to find new concepts which might be proper for them,” shared Nick Pigott, a member of Pinterest’s model and artistic options group, in a Pinterest Academy webinar. “They’re not right here to passively scroll. They’re right here with function: to plan and discover inspiration and concepts to reside their greatest life.”
4. Funnels to your web site
Each Pinterest account is entitled to show an internet site on every bit of content material it produces, not simply on its profile. Pinterest pins are highly effective site visitors mills—and that is the prize that’s attracted manufacturers to Pinterest for years.
Creators aren’t required to have an internet site to publish pins, nevertheless it’s probably the most highly effective manner to make use of the platform. To leverage this function, you should have extra URLs to make use of than simply your homepage. You possibly can then create pins for distinctive URLs in your web site, comparable to merchandise, touchdown pages and weblog posts.
If these 4 standards apply to your model, it’s time to think about Pinterest as a advertising channel.
Methods to be a part of Pinterest
Start by making a enterprise account. Use your model title as your username and confirm your electronic mail. Then, add a profile photograph and canopy. Pinterest recommends a profile cowl measurement that’s 800 by 450 pixels broad.
Subsequent, declare your web site to show possession of the area. Many companies skip this step, and it’s expensive—your content material received’t obtain the identical distribution in any other case. As soon as eligible, e-commerce manufacturers also can apply for the Verified Service provider Program.
Account optimization
After you full these steps, it’s time to optimize your account.
Pinterest’s algorithm needs to grasp what your account and content material concentrate on, and key phrases are the spine of this optimization course of. To perform this, add related key phrases naturally within the “About” part of your account.
Key phrases are additionally used to optimize boards, so you need to embrace key phrases organically in board names and descriptions. Right here’s an instance from Pinterest advertising firm Tailwind—discover that each one the board names have key phrases associated to their content material.
All of your pins might be saved to certainly one of your boards. Begin by creating 5 to seven extremely related boards and add new ones as you scale.
Publishing TikTok movies on Pinterest
Earlier than publishing a TikTok video on Pinterest, make sure to take away the TikTok watermark. Then, begin publishing slowly. Instantly publishing a lot of content material can register as a suspicious spike in exercise, which might land you in “Pinterest jail” and even get your account suspended.
Select a sustainable publishing schedule, comparable to one video per day. You possibly can publish pins on cellular or desktop—however irrespective of the place you publish, make sure to add key phrases within the pin’s title, description and tags.
Maximizing Pinterest for a diversified content material technique
The looming risk of a TikTok ban has made manufacturers search diversified advertising. However there could but be a silver lining: Repurposed content material from TikTok can proceed driving ROI on different social media platforms and serps.
Simply keep in mind to be good with the best way you publish TikTok movies on Pinterest. An extended-term payoff solely involves those that use the platform correctly.
Photograph by photobyphotoboy/Shutterstock.com
Source link
