Should You Apply For The Pinterest Verified Merchant Program?

So you use Pinterest for your business, and you have seen some businesses with a blue verified checkmark on their account, it now has your attention?  

Good, that means that you've noticed the verified Merchant program by Pinterest that was created in response to the unprecedented changes in the way retail businesses operate and in order to help retailers of all sizes get discovered.

Saying that 2020 was a challenge for small business owners (and continues to be in 2021) would be an understatement. Pinterest got to work and introduced new platform features and functionalities to help businesses. 

You can find out if you are eligible here. 

Read on to find out more information about the verified merchant program, what I think about it, and ways to still leverage the platform to its fullest even if you don't meet the requirements. 

One thing to note is that there are requirements in place for a reason, for example, the experience that we provide to our users on the platform matters to Pinterest.

With that being said, in my agency, we work with both clients who qualify for the program and those who don't, and at the end of the day, a good strategy always goes a long way. 

Pinterest couldn't have said it better "Pinners are shoppers — looking for inspirational ideas especially in areas like home, self-care, and kids activities right now." and with 85% of weekly Pinners having bought something as a result of something they have seen on Pinterest, it's important to stand out from the crowd. 

The verified merchant program allows you to stand out given that Pinterest makes you go through a verification process, and it's a way to speed up trust and your ideal buyers' journey. 

How to apply for the verified Merchant Program. 

Before you get started, you'll need to make sure that: 

• You connect your catalog.

• You have your Pinterest tag installed.

• You meet the merchant guidelines.

You will not be able to apply if you do not sell products (if you only sell services), and if you are a drop-shipper, you may not meet the requirements and won't be able to connect your catalog properly.

Once you apply, you will be notified if you have been approved or not, if you are not approved, you will also be notified as to why. 

If you are not approved, take the time to review all of the guidelines in detail before trying again. Pinterest is there to help you, and if you need assistance, you can contact their help center.

Once you get approved for the Verified Merchant Program

Once you're in, you still need to continue providing a good user experience, ensure that your catalog is in order and steer away from trying to shift the focus of your shop and use drop-shipping. 

The rules aren't just there to follow for approval. You have to continue to maintain your account in good standings. 

Once you are approved, you should also celebrate with your community and let your audience know on other platforms that you are now a verified merchant on Pinterest and share your profile link. 

You can share this news on your social media platforms, your email list and create a blog post about the subject. 

What to do if you are not approved for the verified merchant program.

If you are not approved for the program, the obvious first step is to look at the requirements in detail to ensure that you didn't miss any simple steps. If you are not approved because of your business type, i.e. you only sell services, or you are a drop-shipper, here are some tips for you to still leverage Pinterest to its full potential. 

Remember that it's about Pinners, not about you. Ensure that what you pin and the products and content that you share is optimized and provides a good user experience. 

Optimized content means that you are leveraging keywords, that you are filling in all of the required fields such as pin titles, descriptions, tags (if you use stories or videos pins,) ALT text when possible and that you add proper links.

There shouldn't be any surprises, the titles of your pins and/or your pin graphics and description should tell me what to expect when I click on the pin. 

Ensure that you share some testimonials. You can share both testimonial graphics as well as video testimonials, anything to give your account some more credibility. 

Aim to educate and provide value, instead of just sharing sales-related content, share educational how-to video pins, or even educational blogs to help your audience on their buyers' journey. If you haven’t used them yet, try Idea Pins, they are a great way to take your audience on a journey and help them learn something new.

Although the verified merchant program is a big win for small business owners, getting disapproved doesn't mean that you are at a disadvantage or that you won't be able to get approved in the future. 

You can still take full advantage of Pinterest by optimizing your profile, account and ensuring that your content inspires, educates and helps your audience in their journey. 

If you need help with your Pinterest efforts, get in touch.