SMBs can use their website content for Pinterest content.

Pinterest has opened to the public after remaining invite-only since its launch in March 2010. Midway through 2011, the site experienced a massive surge in adoption that carried it through 2012, and the announcement that anyone can create an account could help attract a larger audience. Small businesses active on the site may see increased attention for their social media marketing content as a result.

Pinterest’s utility is especially high for ecommerce SMBs that share product images on the site. Twenty-one percent of Pinterest users have purchased an item after seeing it on the network. The platform, which features of a series of pinboards, has distinguished itself from other sites with this focus on visuals.

Twenty-one percent of Pinterest users have purchased an item after seeing it on the network.

With many SMBs already sharing on the social channel, visual content makes for a strong addition, as it boosts engagement and is more likely to be shared by fans and followers, according to a study from Buddy Media.

Consumers looking to create accounts with Pinterest now that it’s open to everyone can do so using their Facebook or Twitter login information. Removing the requirement to create a dedicated Pinterest account could help drive enrollment even further.