Influencer Campaigns - Guide to Pinterest

For traffic and engagement that lasts long after the initial content distribution, Pinterest is your channel

With Pinterest, 40 percent of clicks happen on the first day, 30 percent on the second day, and the last 30 percent in 30 days and beyond. This short Pinterest guide shows you how to use influencers to create and distribute content for your brand through Pinterest.

How to Get Started

Ask influencers who create authentic, sponsored blog posts, videos, images, and other content on behalf of your brand to pin that content to Pinterest, too. Pinterest supports the distribution of user-generated and sponsored content on its platform.

What you can ask influencers to do:

  • Create and pin original content
  • Create a board that represents your brand by pinning original and “found” content, even if the found content was not created by or for your brand

FTC Requirements

If you’re compensating influencers with money or product for pinning on Pinterest, then the

influencers must disclose the sponsorship. To comply with FTC requirements, ask influencers to

include #ad, #sponsored, or some other acceptable disclosure within their posts.

What violates FTC guidelines:

  • Asking an Influencer or readers to pin a branded pin as part of a contest or sweepstakes entry

What you can’t ask influencers to do:

  • Post affiliate links or large amounts of unwanted or repetitive content
  • Post unsolicited commercial messages in comments and descriptions to artificially boost views, pins, comments and other metrics
  • Use meta tags, hidden text or metadata with Pinterest’s trademark, logo, URL or product name without Pinterest’s written consent; using Pinterest’s “no pin” code is fine
  • Interfere with any Pinterest user, host or network, e.g., by sending a virus, overloading, spamming or mail-bombing
  • Impersonate or misrepresent your affiliation with any person or entity
  • Do anything that violates applicable law or regulations
  • Create or show ads that look like or could be confused with Pinterest content (for example, embedding Pinterest actions like pin, follow or unfollow in your ads)
  • Compensate or incentivize pinners to take actions on Pinterest such as pinning or following
  • Encourage or help anyone to do any of the things on this list

Pinterest Contests

If you want to run a contest or sweepstakes via Pinterest, keep in mind that Pinterest stresses

quality over quantity, which means requiring one quality entry over multiple pins. Your contest

must also be easy to enter with understandable rules.

What you can do with Pinterest contests:

  • Ask influencers to submit original pins
  • Ask influencers to use a program hashtag
  • Influencers and readers must include a FTC disclosure as part of their contest submission

If running a Pinterest contest, do not:

  • Suggest Pinterest sponsors or endorses you or the promotion
  • Require pinning from a selection
  • Make people pin contest rules
  • Run sweeps in which each pin, board, like or follow represents an entry
  • Encourage spam-like behavior, such as asking participants to comment
  • Ask pinners to vote with pins, boards, or likes
  • Require a minimum number of pins

What violates Pinterest’s TOS:

  • Pinning a branded pin to an influencer’s own board
  • Pinning a branded pin to a brand’s board
  • Pinning an influencer’s own pin to a brand’s board

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