What Does a Pinterest Manager Do? 

I. Introduction

Pinterest is more than a social media platform; it's a powerful visual search engine and a crucial marketing channel for businesses across various industries. With over 400 million monthly active users, it's a platform where people actively search for inspiration, ideas, and products to buy. As a result, the demand for professionals who can effectively manage and grow a brand’s presence on Pinterest has skyrocketed.

This article will provide a comprehensive, in-depth explanation of a Pinterest manager’s role, detailing their core responsibilities, the value they bring to a business, and how they differ from other Pinterest experts. By the end, you'll have a clear understanding of what a Pinterest manager does and why they might be the perfect fit for your business.

II. Who Is a Pinterest Manager?

A Pinterest manager, also sometimes referred to as a Pinterest virtual assistant, is a professional who handles the day-to-day operations and management of a business’s Pinterest account. Their primary goal is to ensure the account is active, optimized, and consistently driving traffic and engagement. They are the hands-on implementers of a Pinterest strategy.

Manager vs. Strategist vs. Consultant: 

While these titles are often used interchangeably, they represent different levels of service.

• • A Pinterest Manager is the implementer. Their focus is on execution creating content, scheduling Pins, and engaging with the community. They are the ones who do the work.

  • A Pinterest Strategist is the planner. They focus on high-level analysis, audience research, and creating a data-driven roadmap for long-term growth. They are the architects of the plan.

  • A Pinterest Consultant is an advisor. They provide one-time or short-term expert guidance, such as an account audit or a coaching call, to help a business get on the right track.

Who Hires a Pinterest Manager? 

Pinterest managers are in high demand across a range of industries, particularly those with strong visual content. They are commonly hired by:

• • Bloggers (fashion, food, lifestyle, DIY)

  • E-commerce Brands and product-based businesses

  • Service-based Businesses (coaches, consultants, designers)

  • Course Creators and online educators

III. Core Responsibilities of a Pinterest Manager

The duties of a Pinterest manager are diverse and require a blend of creative, technical, and analytical skills. Their responsibilities can be broken down into several key areas.

A. Account Setup and Optimization

For a new client, a Pinterest manager's first task is often to ensure the account is properly set up for success.

• Setting up Pinterest business accounts: This includes creating a professional business profile, claiming the website and other social media accounts, and enabling Rich Pins.

• Creating and organizing boards: They will create relevant, SEO-optimized boards that categorize content and appeal to the target audience.

• Optimizing profile and bio: They write a keyword-rich bio that clearly explains the brand's mission and what the user will find on the profile.

B. Content Creation and Pin Design

Since Pinterest is a visual platform, a manager must have an eye for design and the skills to create engaging content. This is a core Pinterest content manager responsibility.

• Designing visually appealing Pins: They create both static and video Pins that are on-brand and optimized for the platform’s unique visual style.

• Using design tools: They are proficient in tools like Canva, Photoshop, or the Adobe Creative Suite to create a high volume of quality Pins.

• Ensuring best practices: They are knowledgeable about Pinterest's design best practices, including image dimensions, text overlays, and branding.

C. Pin Scheduling and Posting

Consistency is key on Pinterest. A manager ensures a steady flow of fresh content is being published to the account.

• Planning a consistent schedule: They create a posting schedule that aligns with audience activity and helps to maintain a strong presence.

• Using scheduling tools: They use popular scheduling platforms like Tailwind or Buffer to batch and automate the pinning process.

• Timing posts for maximum engagement: They strategically schedule Pins to be published when the target audience is most active on the platform.

D. Pinterest SEO & Keyword Integration

A Pinterest manager's value is directly tied to their understanding of SEO. This is a vital Pinterest account manager duty.

• Researching relevant keywords: They conduct in-depth keyword research to identify the exact terms their audience is searching for.

• Writing keyword-optimized Pin titles and descriptions: They strategically integrate these keywords into Pin titles and descriptions to ensure discoverability.

• Organizing boards with targeted keywords: They use keywords in board titles and descriptions to help the profile rank in Pinterest's search results.

E. Audience Engagement

A great manager understands the importance of building a community, not just a content feed.

• Responding to comments and messages: They actively monitor the account to respond to user comments and direct messages in a timely manner.

• Engaging with relevant accounts: They engage with other Pinners in the niche by repinning their content, commenting, and following relevant accounts to build a community and increase the brand's visibility.

F. Performance Monitoring and Reporting

A manager's work is driven by data. They track the performance of their Pins and adjust their strategy accordingly.

• Tracking Pinterest analytics: They monitor key metrics like impressions, saves, outbound clicks, and engagement.

• Creating regular performance reports: They compile these metrics into easy-to-understand reports for their clients, highlighting key successes and areas for improvement.

• Adjusting tactics based on data: If a certain type of Pin is performing well, they will create more of that content. If a particular keyword isn't getting traction, they will test new ones.

G. Collaboration with Other Marketing Teams

A Pinterest manager often works as part of a larger marketing team to ensure a cohesive brand message.

• Coordinating with other creators: They work with content creators or blog managers to get new content to Pin.

• Aligning Pinterest with broader campaigns: They ensure their pinning schedule aligns with product launches, sales events, or other seasonal campaigns.

H. Paid Advertising Management (Optional)

Some Pinterest managers also have the skills to run paid campaigns.

• Setting up and managing Promoted Pins: This includes creating and launching ad campaigns to boost visibility, traffic, or sales.

• Budget monitoring and adjustments: They monitor ad spend and adjust bids to optimize performance and ensure a positive return on investment.

In conclusion, a Pinterest manager is a versatile and essential professional who handles the tactical and creative work that drives a brand's growth on the platform. By taking on these core responsibilities, they free up business owners to focus on what they do best, while ensuring that Pinterest continues to be a powerful and consistent source of traffic and revenue.

Check out our related articles:

• What Does a Pinterest Manager Do? 

• Benefits of Hiring a Pinterest Manager for Your Business 

• How Much Do Pinterest Managers Charge? A Comprehensive Pricing Guide 

• Hire a Pinterest Manager

IV. Skills and Tools Pinterest Managers Use

A successful Pinterest manager is a jack-of-all-trades, possessing a mix of creative, analytical, and technical skills. They rely on a suite of tools to perform their duties efficiently and effectively.

• Essential Skills:

  • Design Skills: A manager must have an eye for design and a solid understanding of visual marketing. This includes knowing how to create eye-catching Pins that are on-brand and optimized for the platform's unique dimensions and a variety of formats like video and Idea Pins.

  • Pinterest SEO & Keyword Research: This is arguably the most crucial skill. A manager must be a master of Pinterest's search engine optimization, knowing how to conduct keyword research and strategically place those keywords in Pin titles, descriptions, and board names to maximize a brand's discoverability.

  • Analytics & Data Interpretation: A manager's job doesn't end after posting a Pin. They must be able to track and interpret Pinterest Analytics to understand what content is performing well, what needs to be adjusted, and how their efforts are translating into website traffic and conversions.

  • Communication & Project Management: Since they often work with clients or other marketing team members, a manager must be a clear and timely communicator. They need to be organized and capable of managing their tasks, schedules, and reporting.

• Tools Commonly Used:

  • Tailwind (Scheduling): This is one of the most popular tools for Pinterest managers. Tailwind allows them to schedule Pins in advance, analyze their performance, and discover trending content, saving a tremendous amount of time.

  • Canva or Adobe Creative Suite (Design): Most managers are proficient in a design tool. Canva is a user-friendly option with many templates for creating Pins, while Adobe Creative Suite (including Photoshop and Illustrator) is used for more custom and advanced design work.

  • Pinterest Analytics and Ads Manager: A manager lives and breathes in Pinterest's native tools. They use Pinterest Analytics to track key metrics and the Ads Manager to set up and monitor paid campaigns.

  • Google Analytics: This tool is essential for tracking website traffic, conversions, and sales that originate from Pinterest, helping the manager demonstrate a clear return on investment (ROI) to their clients.

V. Why Hiring a Pinterest Manager Is Valuable

For a business or creator, hiring a Pinterest manager is a strategic investment that yields significant benefits.

• Saves Time: Running a business is a full-time job, and managing a Pinterest account properly requires a lot of time and consistent effort. By outsourcing this work, you free up your time to focus on your core business activities, such as product development, client service, or content creation.

• Ensures Consistency: A manager provides consistent, daily, or weekly activity on your account. This is crucial for Pinterest's algorithm, which rewards accounts that publish fresh, new content on a regular basis.

• Improves Reach, Engagement, and Traffic: A skilled manager knows how to create optimized content that not only gets seen but also gets clicked, leading to a direct increase in website traffic and conversions. They understand the nuances of the platform and can use their expertise to grow your audience and drive results.

• Keeps Up with Trends and Algorithm Changes: The Pinterest algorithm is always evolving. A professional Pinterest manager makes it their business to stay up-to-date on all platform changes, so you don't have to. They will adapt your strategy as new features are released or as best practices change, ensuring your account is always performing at its best.

VI. Pinterest Manager vs. Pinterest Strategist vs. Pinterest Consultant

To help you decide which expert is right for your business, here is a clear comparison of the roles and when to hire each.

Role            | Core Responsibilities                                    | When to Hire

----------------|-----------------------------------------------------------|--------------------------------------------------

Manager     | Daily tasks: design, scheduling, boards.       | You have a plan but need someone to run it.

Strategist    | Builds growth roadmap, research, planning. | You’re starting fresh or need new direction.

Consultant  | Short-term advice: audits, calls, ads.             | You DIY/manage in-house but need expert guidance.

Choosing the right expert depends on your business's current needs. If you're a new business that needs a plan, start with a strategist or consultant. If you have a successful strategy but are stretched for time, a manager is your best solution to maintain and grow your presence.