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Pinterest Meta Tags & Rich Pins

Which meta tags Pinterest uses and how Rich Pins extend them

Standard Open Graph tags

Tag Purpose
og:title Pin title, displayed below the image
og:description Description shown in expanded view
og:image The Pin image – this dominates the visual
og:type Triggers Rich Pin behavior when set to article
og:url Canonical URL, the click-through destination
og:site_name Domain label attribution

Rich Pins

Rich Pins sync live metadata from your page onto the Pin. Three types, each with different markup:

  • Article Rich Pins – og:type set to article, plus article:published_time and article:author. Displays headline, author, and publish date on the Pin.
  • Product Rich Pins – Schema.org Product with nested Offer as JSON-LD. Displays real-time price, availability, and purchase link.
  • Recipe Rich Pins – Schema.org Recipe as JSON-LD. Displays ingredients, cook time, and servings.

Since September 2022, Rich Pins activate automatically when Pinterest detects the correct markup. The old Rich Pin Validator approval flow is gone.

Pinterest-specific HTML attributes

Pinterest recognizes data-pin-* attributes on image elements:

<img src="photo.jpg"
     data-pin-description="Custom Pin description for this image"
     data-pin-url="https://example.com/target-page"
     data-pin-media="https://example.com/pinterest-optimized.jpg">
  • data-pin-description – overrides the default Pin description for this image
  • data-pin-url – custom destination URL when this image is pinned
  • data-pin-media – alternate Pinterest-optimized image (useful for serving vertical images to Pinterest while keeping landscape images for other platforms)
  • data-pin-nopin="true" – prevents this image from being pinnable

Recommended minimal setup

<meta property="og:title" content="Your Page Title">
<meta property="og:description" content="A compelling description for Pinterest">
<meta property="og:image" content="https://example.com/image-1000x1500.jpg">
<meta property="og:type" content="article">
<meta property="og:url" content="https://example.com/your-page">

Pinterest generates an Article Rich Pin from these tags automatically.