Pinterest functions as a visual search engine where 85% of users are women actively seeking solutions to health, wellness, and lifestyle challenges. For FemTech brands, this platform offers unparalleled access to audiences in research mode—not just browsing, but actively problem-solving.
Unlike social media platforms where health content faces restrictions, Pinterest welcomes educational wellness content. The platform's evergreen nature means quality pins continue driving traffic months after publication, creating compound marketing returns that paid advertising can't match.
Here's an example of how to structure the body of your content.
Create infographics that explain complex health concepts in digestible visual formats. Use clean, medical-inspired design with plenty of white space and professional typography. Focus on myth-busting, symptom recognition, and treatment option comparisons.
Pin Optimization: Use vertical 2:3 aspect ratios with text overlays that remain readable at thumbnail size. Include your brand logo subtly in the bottom corner. Use colors that feel medical but approachable—soft blues, sage greens, and warm grays perform well.
Develop visual guides that help users identify and understand symptoms. Use anatomical illustrations, timeline graphics, and comparison charts. These pins serve high-intent audiences actively seeking health information.
Content Strategy: Create comprehensive guides covering symptom categories, severity levels, and when to seek professional help. Include clear calls-to-action directing users to your website for detailed information or product solutions.
Transform product features into educational content that builds understanding before selling. Show how products work, compare options, and demonstrate proper usage through step-by-step visual guides.
Visual Approach: Use lifestyle photography combined with overlay text explaining benefits. Create before-and-after scenarios, feature comparison charts, and process explanations that educate while promoting.
Pinterest + SEO? Yeah it's a thing.
Use Pinterest's search suggestions and Google Keyword Planner to identify health-related terms your audience searches. Focus on long-tail keywords that indicate purchase intent: "period pain relief options," "hormonal acne treatment guide," "fertility tracking methods."
Implementation: Include primary keywords in pin titles, descriptions, and board names. Use hashtags strategically—3-5 relevant hashtags per pin work better than hashtag stuffing.
Create boards that match your audience's search behavior. Organize content by symptoms, life stages, and treatment categories rather than product lines. Use descriptive board names that include target keywords.
Board Strategy: Develop boards like "Hormonal Balance Tips," "Period Pain Solutions," and "Fertility Support Resources." Include keyword-rich descriptions that explain what users will find.
Enable Rich Pins to display additional metadata from your website. For FemTech brands, Article Rich Pins work best for blog content, while Product Rich Pins enhance e-commerce listings with real-time pricing and availability.
It's important that you define the strategy.
Create content that addresses specific problems your audience faces. Map each piece of content to a stage in the customer journey—awareness, consideration, or decision-making.
Content Mix: 40% educational content, 30% product-related content, 20% lifestyle integration, 10% community-building content. This ratio builds trust while maintaining commercial relevance.
Align content with health-related seasonal patterns. Plan fertility content around January (resolution season), period product content around back-to-school timing, and hormone-related content during awareness months.
Scheduling Strategy: Create content 45 days before peak search periods. Use Pinterest Analytics to identify when your audience is most active and schedule accordingly.
Curate and share user testimonials, product reviews, and success stories through visually appealing graphics. This builds social proof while maintaining visual consistency.
Let's talk about the artsy stuff.
Use colors that convey trust and wellness without falling into stereotypical "feminine" palettes. Sage greens suggest natural solutions, soft blues indicate trustworthiness, and warm neutrals feel approachable.
Avoid: Hot pinks, harsh reds, or overly bright colors that can feel unprofessional or triggering for users dealing with health challenges.
Establish clear visual hierarchy with bold headlines, readable body text, and subtle attribution. Use sans-serif fonts for modern, medical credibility. Ensure text remains legible at small sizes.
Best Practices: Limit text to essential information. Use bullet points for easy scanning. Include your brand name prominently but not obtrusively.
Maintain consistent visual elements across all pins—color scheme, font choices, logo placement, and design style. This builds brand recognition and professional credibility.
Post when your audience is most active, typically evenings and weekends when women have time for health research. Use Pinterest Analytics to identify optimal timing for your specific audience.
Frequency: Pin 3-5 times daily across different boards. Mix fresh content with repinning relevant content from others in your niche.
Follow and engage with relevant boards in your niche. Comment thoughtfully on pins from complementary brands and health advocates. This builds relationships and increases visibility.
Networking: Join relevant group boards focused on women's health, wellness, and lifestyle topics. Contribute valuable content that aligns with board themes.
Drive traffic from other platforms to your Pinterest boards. Include Pinterest links in email signatures, blog posts, and social media profiles. This creates multiple touchpoints for discovery.
Ensure Pinterest traffic lands on pages that match the pin's promise. If your pin promotes a symptom guide, direct users to that specific guide, not your homepage.
User Experience: Create Pinterest-specific landing pages with clear value propositions and minimal navigation distractions. Include clear next steps for engagement.
Offer downloadable resources in exchange for email addresses. Create comprehensive guides, symptom trackers, or educational resources that extend the value provided in your pins.
Content Offers: Develop lead magnets that serve different customer journey stages—awareness-stage guides, consideration-stage comparisons, and decision-stage resources.
Include Pinterest follow buttons in email campaigns and nurture sequences. This creates multiple touchpoints and extends content reach beyond initial pin views.
Track impressions, saves, clicks, and website conversions. For FemTech brands, saves indicate content resonance, while clicks show purchase intent. Monitor both metrics to optimize content strategy.
Conversion Tracking: Use Pinterest's conversion tracking pixel to measure which pins drive actual sales or leads. This data informs content investment decisions.
Test different pin designs, descriptions, and posting times to optimize performance. Focus on one variable at a time for clear result interpretation.
Testing Elements: Try different color schemes, text placement, call-to-action phrasing, and image styles. Document results to inform future content creation.
Regularly audit top-performing pins to identify success patterns. Analyze which topics, visual styles, and keywords drive the most engagement and conversions.
Avoid making medical claims or promises. Focus on educational content and general wellness information. Include disclaimers directing users to consult healthcare professionals.
Language Strategy: Use terms like "may help," "supports," and "designed for" rather than definitive health claims. This maintains credibility while avoiding regulatory issues.
Include diverse representation in your visual content. Show different ages, ethnicities, and body types to ensure your content feels inclusive and relatable to your entire audience.
Accessibility: Use alt text for all pins and ensure sufficient color contrast for users with visual impairments. This expands your reach while demonstrating social responsibility.
Pinterest success for FemTech brands requires balancing educational value with commercial objectives. The platform rewards brands that genuinely serve their audience's information needs while building trust through consistent, professional visual content.
Ready to transform your FemTech Pinterest strategy? At Winsome Marketing, we help health and wellness brands create Pinterest content that educates, engages, and converts. Let's build visual content that serves your audience while growing your business.
4 min read
Women's Health Writing Team : Jun 24, 2024 4:29:35 PM
Marketing for FemTech brands presents unique challenges due to the sensitive nature of topics involving women and femininity. These brands often...
Women's Health Writing Team : Nov 11, 2024 7:30:00 AM
As femtech continues to grow and expand globally, it’s clear that the market’s diverse audience requires more than a one-size-fits-all approach....
Women's Health Writing Team : Oct 21, 2024 9:44:53 PM
Fertility and reproductive health services are deeply personal, often emotionally charged, and can involve life-altering decisions for individuals...
Women's Health Writing Team