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Back in 2021, Pinterest introduced a new feature called Idea Pins. Pinterest’s Idea Pins consist of videos or photos grouped together in a format similar to Instagram Stories. These pins appear in the Watch feed of the Pinterest app, almost like the For Your Page on TikTok. Idea Pins are also displayed in the Create section of a brand’s Pinterest profile.
In a press release, Pinterest said Idea Pins make publishing “high-quality, long-lasting, and savable content” simple for content creators.
“With these updates, we’re highlighting the people behind the content and encouraging Pinners to follow creators and engage with the ideas they find,” the press release said.
As you’ll see with the brands below, Idea Pins can be used to tell a story, promote products, give tutorials, and engage with users. Here’s how these 10 brands are using Idea Pins.

10 Brands Using Pinterest Idea Pins
1. Fenty Beauty
Cosmetics brand Fenty Beauty uses Idea Pins to promote the brand’s products and showcase the brand’s inclusivity. The company does this by showing photos of the products and how they look on different skin tones. Fenty also includes videos on its pins of people of color applying makeup and creating different looks.
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One of the biggest concerns facing the cosmetics industry is a lack of inclusivity. Many people of color with darker complexions often struggle to find makeup that matches or complements their skin tone. By using Idea Pins to show variety and how POC look in Fenty products, the company sets itself apart from other cosmetic companies and presents itself as a solution.
2. Oh Joy
Lifestyle brand and design company Oh Joy is the most followed account on Pinterest with 15.2 million followers. Its founder, Joy Cho, uses Idea Pins as a way to speak directly to the company’s audience and give advice on fashion and home decor. For example, in one pin Cho promotes jewelry from Jared. She speaks directly into the camera and tells her audience how she was able to coordinate the jewelry with her outfit.
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Cho then encourages the audience to click through her pins to see more of her favorite Jared pieces and the outfits she matched them with. In other Idea Pins, Cho gives her audience a tour of her home and explains the thought process behind her decor. This is a great way to build audience engagement and to form a bond with viewers.
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3. Food My Muse
Food My Muse is a foodie account that posts recipes and restaurant reviews. The account is run by former restaurant owner Nadia Aidi. While Aidi posts a variety of food-related content, she uses Idea Pins specifically to post videos with step-by-step instructions for different recipes.
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She also includes the full recipe in the description of each pin. This kind of content is great for visual learners and it shows off her expertise as a chef — establishing her credibility as an expert foodie.
4. Mejuri Jewelry
Mejuri Jewelry uses Idea Pins to post photos of its jewelry pieces and categorize its content by theme. In a way, Mejuri uses Idea Pins to create different lookbooks. In one Idea Pin, for instance, Mejuri creates a lookbook showing Pinterest users the different ways they can stack bracelets. Another lookbook consists of Fall 2021 trends, and another Idea Pin uses photos to show how gold and silver jewelry can be styled together.
This method of using pins shows the jewelry Mejuri offers and gives potential buyers practical information about how to style them for any occasion.
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5. Etsy
For its Idea Pins. Etsy leans heavily into video content that gives a behind-the-scenes look into small businesses on Etsy’s website. One Idea Pin includes a sequence of clips showing how one Etsy seller named Tori Lynn paints and glazes a ceramic mug. Another pin is a time-lapse video of another seller named Veruschka converting parts of their home into a workspace where they handmake and ship out their products.
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This type of content doesn’t just promote the products found on Etsy, it also highlights the many businesses and artists selling their wares on the site. In doing so, Etsy attracts both potential buyers and business owners looking for a platform.
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6. Vogue Magazine
Vogue Magazine uses Idea Pins to promote its magazine cover stars via candid videos from the photoshoots. The magazine’s latest Idea Pin, for example, features photos and footage of Serena Williams and her daughter, posing for the magazine’s cover and playing on a beach. Other pins feature celebrities like Rihanna showing her baby bump as well as photos from the Met Gala.
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Vogue’s Idea Pins appeal to its audience’s love of celebrities and fashion, and the pins establish Vogue as being at the center of pop culture.
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7. Bustle
Most of Bustle’s Idea Pins consist of repurposed content from other platforms like YouTube, Instagram, and TikTok. This method is helpful because it gives older content a second life on Pinterest. TikToks of celebrity interviews and short anecdotes from YouTube are frequently uploaded as Idea Pins, showing off Bustle’s variety of pop-culture content.
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8. Free People
Most of Free People’s pins start with a video of a model wearing the fashion retailer’s clothes and demonstrating the different ways the clothing items can be styled. The video is then followed by photos of the products in different colors and in different outfits. This method makes all the Idea Pins similar and uniform, so followers know what to expect.
Similar to Mejuri Jewelry, Free People also organizes its pins by style and creates a digital lookbook that showcases its clothing and accessories.
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9. The Little Bazaar
The Little Bazaar is an online store selling boho-style clothing. Like most fashion accounts on Pinterest, all of The Little Bazaar’s Idea Pins consist of photos of models wearing their clothes. However, some models are also customers who submitted photos and videos of them wearing the products.
This form of user-generated content is great because it shows Pinterest users how the clothes look on real people and it would encourage people to submit their own content as well.
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10. Lulu’s
Almost all of Lulu’s Idea Pins consist of fashion and lifestyle how-to’s, such as “How to Style a Corset Top” and “How To: Macha Gin Fizz.” However, what I enjoy most about Lulu’s Idea Pins is the cover images. Each cover image includes Lulu’s logo as well as large texts giving a quick explanation of what the pin is about.
This use of Idea Pins is aesthetically pleasing, organized, and helps Pinterest users navigate to the kind of content they’re looking for.
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Idea Pins present more opportunities for brands to get their content on Pinterest users’ feeds, expanding brand awareness. However, brands should also see these pins as a chance to create engaging content that tells a story and provides value.
How-to’s, lookbooks, behind-the-scenes footage, and user-generated content are just a few examples of the many ways you can incorporate Idea Pins into your marketing strategy.

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Question: I have a lot of great ideas, but I find that I don’t have enough time to make all of them come to life. What do you recommend?Creating content can be fun, especially when you have many ideas to work on, but it’s also super time-consuming. There are many workarounds to this, from content repurposing and cross-posting to content batching – the highlight of today’s article.Content batching helps you save time, post consistently, and repurpose your ideas seamlessly across platforms. In this article, we’ll walk through how you can create a system for content batching that lets you execute all your best ideas with enough time to spare.What is content batching?With this strategy, you make content in batches to use for over a long time period. For example, instead of creating a new graphic every time a post is ready to go live, you work on several images several weeks in advance.Content batching is a productivity and planning technique that can help you improve the creation process for you and your business.Benefits of content batchingThe main goal of content batching is to help you stay ahead of the curve so you can focus your energy on other areas of your business. It also helps you:Save time and energyFeel free to take time off whenever you need to because you always have content ready to goCreate a cohesive structure for content publishing. Having content on hand means you have what you need for specific dates/times but can also move around posts if something more time-specific occurs, like a breaking news story or surprise industry update. Boost productivity and consistency while reducing procrastinationFor anyone looking to be more consistent with publishing content, creating content in batches is a great way to do all the hard work in one go, so you have multiple options for future use.Understand your content pillarsContent pillars are the themes or topics used to guide what you post for your brand. A baby clothes brand will post baby and parent-related content, and a logistics company will post transportation and (e)commerce content.Some ways to identify content pillars include:Brand values. If your brand has specific values that can translate into content, these could influence your pillars.Audience interests. What have your customers repeatedly come back to?Analytics. What has historically been very effective regarding content for your brand? Is it a particular topic or content format?An example of a brand that knows its content pillars is Ello Products, which sells reusable food and liquid storage products. Across its social media, the brand publishes content that tends to be centered around these things: sustainability, meal prepping, and customer-driven campaigns. View this post on Instagram A post shared by Ello Products (@elloproducts) @ello_products Who says summer is over? Take your tastebuds to the beach with this Strawberry Paloma recipe ⛱🌊 #drinkrecipe #recipe #drinkideas #cocktail #cocktailidea ♬ original sound – evie Outlining your pillars keeps your evergreen content cohesive so audiences know what to expect outside of time-bound content. You can discover what content pillars will resonate with your audience through a mix of competitor and audience research, as well as experimentation with different options.Experimenting is particularly important because the results from your analytics can help you better determine what your audience connects with and what you should leave behind. Bonus tip: if you use Buffer to schedule content, you can easily track your analytics within your account!Callout: Check out these articles for more advice on understanding and applying your analytics: 1 and 2.Set aside time for brainstorming and planningFor content batching to be effective, you must plan ahead of time. The ideal outcome of batching is to help you be productive while reducing procrastination, which means you must put in a lot of initial effort for the eventual outcome.If you’re looking for ideas for content to create, here are some of our suggestions.Brand pillarsHolidays – just pick what fits your brand and create your content ahead of time:User-generated content – can function as a consistent flywheel of batched content while also improving your community engagement.Blog contentCompany updates and campaignsCallout: Check out this and this article for more content ideas.Case Study: The Cosmic LatteThe Cosmic Latte is an account that provides its audience with content meant to educate and entertain about astrology. When visiting their account, their audience can expect to see content around relevant topics like horoscopes or customer testimonials. @thecosmiclatte.com link in bio to sign up for emails 💌Sunday’s Cancer moon, I’m taking a bath, saging my space, and spending a cozy evening alone ☁️💧#moontransits #moonsigns #cancermoon #piscesmoon #taurusmoon #astrologyforecasts #astrologytransits #astrologyfyp #spiritualitytiktok #astrologytiktok ♬ original sound – thecosmiclatte View this post on Instagram A post shared by The Cosmic Latte (@thecosmiclatte_) This is a great example because, with astrology-focused content, you can plan farther ahead. After all, the information is based on predictions that can be interpreted for different audiences. As long as the creator keeps track of what’s up next, whether that’s Virgo season or a full moon, they can stay ahead of the curve and plan content accordingly.Callout: You can use Buffer’s Drafts feature to put down your ideas as they come and expand on them when you’re ready. This way, you don’t spend too much time brainstorming and can dedicate time to the creation process.Batch create the copy and visuals for all your content in one sittingThis is the bulk of the work of batch-creating content for social media, and it relies on proper organization with a content calendar or similar tracking system. At Buffer, we use Notion to keep track of what projects we’re working on, so we always know when a piece of content is meant to be published and can create it ahead of time. This method works for us because we have a clear view of everything we need to get out but can also move things around if we need to.A great way to avoid spending hours in a day creating content is to set aside specific hours in a day or days in a week to work on specific parts of your content that you can do at once. For example, you might spend a few hours on a Monday creating the visual content for your brand, whether that’s product photography or creating images in Canva or Photoshop. Then you can dedicate a Tuesday to drafting the copy that goes along with your imagery and so on.Schedule your contentThe final piece of the puzzle that makes content batching so effective: scheduling.If you’re worried that scheduling ahead of time affects the performance of your posts, fear not! We’ve answered that question, but the short answer is that it doesn’t. If anything, it helps you stay consistent with scheduling so you never have to worry about forgetting to post.And of course, you should use Buffer to schedule your batch-created content – get started here.Use content batching as a way to avoid burnout – not exacerbate itIn other words, don’t put pressure on yourself to post on social media, batched content or not. Life happens, and part of avoiding burnout is understanding that some days, you just won’t be able to get anything up, and that’s okay.Instead of doing hours’ worth of work, bake content batching into your weekly process so you do smaller amounts with the same effect of having content ready ahead of time.

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