The day that many brands have been waiting for has arrived: Pinterest has launched its official offering for brands, essentially its version of Facebook Pages for business. Instead of running their profiles in the same way an individual would, these will give brands a more official presence on the platform. So now that they're (finally) here, what do the business pages actually mean, and how can you make the most of them as a brand?
Create or convert your profile
The good news is that Pinterest is offering the option to either create a new business profile, or convert your existing personal one. This is done through the Pinterest business centre, where you simply create a new account or click to convert your existing one. Here you have many new options such as choosing your business type, updating contact details for the person managing the account, and adding a business name as well as a username and a link to your site:
When you convert an existing profile to a business account, you have the option to change the username. What's not yet clear is whether Pinterest will allow you to change this once it has been set, or whether they will follow Facebook's tactics and force you to keep the same page name once you have chosen it.
Follow the rules
Owning your content
As is the way with Facebook, Pinterest's terms for brands state that any content you upload onto your profile essentially remains the property of Pinterest, even after you delete your account. They state specifically that "Pinterest and its users may retain and continue to use, store, display, reproduce, re-pin, modify, create derivative works, perform, and distribute any of your User Content that other users have stored or shared through Pinterest." The inclusion of users here is quite vague as it doesn't cover whether this use or modification of your works extends beyond the Pinterest platform, which may cause concern for many brands.
Use of information
Within the new Pinterest business centre for brands, you can now follow best practice through Pinterest's collection of case studies.
These include useful information such as business goals, tactics used and key stats to demonstrate the business success of campaigns:
For now, there are no new design considerations for Pinterest business pages. The original layout for personal profiles has stayed the same:
Which is also the current layout for business pages as you can see in the example of Hubspot here:
The company description is fairly prominent within business profiles so it's important to make sure that you fill it out, unlike Facebook Pages where this is typically contained in the 'info' tab away from the homepage. The new business profiles do feature verification for brands (released by Pinterest back in October), shown in the red tick displayed next to the URL. This will help users determine official business accounts, and add authority for brands with an official presence in Pinterest. In order to show your profile as verified, you need to follow the instructions within the settings of your profile, or you can follow the full instructions here.
Using Pinterest's material
Along with the new business site, Pinterest has also released an updated version of its guide to using their logo, name and other materials. These include downloads for the official versions of their logos and badges along with key guidelines on how they can/can't be used.
These guidelines also include competition terms, which will be important for brands. They cover criteria such as entry mechanics such as restricting brands from running promotions where every repin or like counts as a separate entry.