Are you a Verified Merchant on Pinterest?
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When I start managing Pinterest marketing for an e-commerce business, one of the first things I do is apply the shop to become a Verified Merchant.
Why would you want to be a Verified Merchant?
Shops that have gone through the approval process are given favored ranking in the Pinterest algorithm. This means your pins are more likely to appear in feeds and search results than shops that are not Verified Merchants.
Most accounts on Pinterest will have two tabs, “created” and “saved.” When you become a Verified Merchant, you get an additional tab, “shop.” The shop tab is where Pinterest will automatically pull your entire product catalog with updated pricing and availability every 24 hours. It is also a really easy way for users who discover your brand on Pinterest to find all of your current offerings in one place.
Verified merchants also receive a blue checkmark next to their name, signaling to users that the account has been vetted.
Let’s take a moment and go back to some basic Pinterest behaviors.
97% of searches are unbranded. This means that Pinners are not searching for ‘Gap red girl’s dress,’ but are using search terms like ‘red girl’s dress.’ They are not necessarily brand loyal here, and are open to discovering new brands that show up in their search results. As a Verified Merchant, you have a better opportunity to appear in related searches.
When users browse a shoppable pin, only Verified Merchants will appear in the ‘Shop similar’ suggestions that Pinterest provides.
While the actual process of applying the the Verified Merchant program is not difficult, they do have strict standards.
Installing the Pinterest tag and connecting your catalog are the first steps. This is super easy if you have a Shopify store.
You also have to make sure that you adhere to Pinterest merchant guidelines. Resellers, dropshippers, consignment, and digital products are not eligible. You must have clearly stated policies, images, and product descriptions on your website.
Unfortunately, if you are not approved for the Verified Merchant Program, they will not necessarily tell you why. In addition, you may not reapply for 30 days.
At Mama Hen Media, we have the experience to get your shop set up on Pinterest, and help you apply to the Verified Merchant Program. Book a Discovery Call today to see how we can help drive results for your e-commerce business.