According to Franconi, brands can set several concrete goals for their Pinterest accounts:
Extend their social footprints: Pinning images on a more visual platform allows brands to feature their products or services in an aesthetically pleasing format, facilitating discovery, sharing, and curation on a new platform.
Control attribution: Fans are likely already pinning brand content from your web properties, so establishing an official brand profile allows for easier searching and attribution to your brand’s products and images.
Create an additional content stream: Cross-platform linking (i.e., pulling pins into Facebook or Twitter) encourages multi-platform acquisition and engagement.
Improve SEO and drive brand page traffic: Each brand pin links back to a brand web page, which means the image counts for SEO value.
Encourage online purchase decisions: Adding a dollar sign ($) to a description automatically adds a price to a pin and allows your image to show up in the gift section — and therefore increases the potential for purchase.