Pinterest is just getting started, so don't be alarmed that you have missed the boat. You still have first-mover advantage here. You must join by invitation only, but those invitations aren’t difficult to obtain. You can request one on their site.
As with any social network, you should be using Pinterest to directly connect with audience on a personal level, not as a one way promotional channel. Use creative ways to showcase your personal identity and vision and use it as a magnet to attract those most interested in what you, as an artist, have to say. You will find your audience is much more willing to stay with you across projects when you are mindful of their interests. Show us your style, the way you see the world, the way you tell a story, not just “buy my DVD.” Contribute something of value to the community, and they will keep coming back.
Populate your boards before you start trying to add followers. As with any new endeavor online, you need some interesting content first. You wouldn’t promote a website that only has a landing page that says coming soon, so start by thinking through what you want to say about yourself and your work, who are you trying to attract (this could be different types of audiences, which is fine), and analyzing visuals you can use from your own assets. Also, the account can have more than one contributor, which is good for sharing the responsibility of board maintenance with your marketing team.
As with anything you do online, track referral traffic coming to your site via Pinterest. If you use Google Analytics, you can find out how to do this here.
And while Pinterest is dead easy, here's a tutorial for those who like them.
Sheri Candler is an inbound marketing strategist for independent films. Currently, she is working with Hybrid Cinema to release the documentary film "Joffrey: Mavericks of American Dance," a history of the Joffrey Ballet. She can be reached on Facebook, on Twitter and on Google Plus.