The Biggest Mistake You’re Making with Pinterest for Your Brand

You run your own business. And you use Pinterest. Awesome.

You even pin your own items. Great.

But there’s one mistake I see so many brands making. Want to hear it?

Time and time again, I see brands/companies with boards with names like “Persephone Candle’s New Products” or “Springbolt Press Cards”. All. The. Time. These are boards with nothing but your company’s new products or a category of your products. And it’s a terrible idea.

The goal in developing Pinterest boards is to create curated boards that lots of people will discover and repin things from. Hopefully, these will be people who have never heard of you before, but discover you because an item/board of yours pops up in their feed.

Here’s the thing: absolutely no one is searching for a board of your latest products.

What are customers searching for? Here are some words that are frequent search terms:

  • Knitting
  • Fair-Isle Colorwork
  • Rainbow Unicorns
  • Beach Vacation
  • Gifts for Him

Can’t you picture tens of thousands of customers searching for words like these? And if these words are the actual title of your board, with regular & high-quality pinning, it won’t be long until your board is at the top of the search results.

Here’s what happens when you search ‘knitting’ on Pinterest:

Knitting boards on Pinterest

What boards come up? Ones that are titled simple terms like ‘knit’ and ‘knitting’ and ‘knitted’. Not a single board in the top page of results is “Angela’s New Designs”.

How does this method result in sales for you? I’ll give you an example. Let’s say you run Persephone Candles, a company that sells scented candles. And you create a board all about the perfect “Beach Vacation”. The lushest towels. A few cocktail recipes. Photos of dream destinations. And of course, your Sea Salt candle. People interested in beaches will follow your board (and thousands of them, because you’re only pinning beautiful & curated things, right?), and then your candle will show up in their feed.


It’s a strategy I’ve used with my own Pinterest boards, which has amassed me over 25,000 followers. Here are a few examples of my boards:

Craft boards on Pinterest

The strategy is two-fold. You’re not only selecting names of boards that reflect easily-searched terms, you’re also creating boards that an average consumer is compelled to follow. This means pinning lots of content that isn’t yours. Because no one wants to follow a sales pitch.

One of my boards is Craft Enamel Pins. It’s a narrowly-defined board that hops on the enamel pin craze, but is carefully curated to feature only craft-related items (in contrast to boards which pin all kinds of enamel pins).

Pinterest board for Craft enamel pins

Included in this collection is one of my own products. A product which gets put in the feed of the 7k followers of this board. I can guarantee you that’s better exposure than any board full of ‘new products’.

Need more ideas?

  • Are you a brick and mortar? Create a board featuring your state or local area. You’ll reach both local residents as well as people traveling through and planning their vacation.
  • Who uses your products? Consider boards such as ‘gifts for him’, ‘gifts for Dad’, ‘graduation gifts’, etc.
  • Where do customers use your products? If you create greeting cards, create a board for each holiday featuring decorations, popular foods and seasonal home decor.
  • Is there a natural category that your product is a part of? If you create tea towels, why not make a tea towel board featuring your favorites!

Another company which uses this strategy incredibly well is Mei of Tiny Hands. She sells polymer clay jewelry shaped like food, and she knows her customer has an interest in delicious desserts. So, Mei has created drool-worthy boards in various food categories that just happen to include her products.  She has nearly 30k Pinterest followers.

Example of Excellent Pinterest boards