Pinterest might not be a social media force on par with Facebook or Instagram but it’s nothing to sleep on. Users of Pinterest, or Pinners as they’re called, are using the platform to plan their best lives and your brand should be a part of that!
Pinterest Users at a Glance
- 200m people use the platform a month
- 1 out of 2 Millennials use Pinterest every month
- 60% of Pinterest households have a child under 5
- 40% have a household income of 100k+
- 72% say Pinterest helps them find ideas for everyday life
- 1 out of 2 have made a purchase after seeing a promoted pin
Getting Started on Pinterest
Create a Business Account so you’re able to access extra features and analytics. If you’ve already gotten started on a personal account converting your account is easy, make the change here.
Tell your brands story by making full use of the profile section. You want users to get all of your information without having to leave the site.
The golden rule for Pinterest would have to be high resolution, high quality images always. No ifs, ands or buts about it. As a visual platform you want to inspire potential clients to envision themselves using your product or service and tell them the story of why that would enhance their lives.
Just like Google, keywords influence what appears in searches on Pinterest. Make sure that your pins, boards, business profile and image descriptions are rich in relevant keywords. While we’re on the topic of SEO make sure each pin has a relevant landing page on your site. Think of this platform less like social media and more like a search engine.
Unlike other social media platforms where audience reach happens within the first 24 hours, your content on Pinterest will continue to grow over time. People use Pinterest to plan well in advance, an estimate of 45 days in advance according to Pinterest. Use this knowledge to get ahead of the trends and holidays. It’s all about the long game.
Pinning Best Practices
- Lifestyle images are encouraged and perform better than standard product shots. Use multiple images if want to show steps.
- Use a vertical aspect ratio. Ensure photos are the proper size so they are not cut off. Pinterest has indicated that over sized pins will not be distributed as widely. Sizing: 600 x 900px.
- Add a detailed description. Help pinners connect the dots on why your business helps them live their best lives. Make sure copy is thoughtful and evergreen. Add relevant hashtags.
- Add branding when applicable. Easy does it, let your beautiful photo do the talking. Include packaging or a subtle watermark.
- Use a text overlay when context is needed. Don’t feel compelled to provide more information than is needed but If your image isn’t telling enough of a story, give it a little boost.
- Develop a regular cadence of posting. Once daily is considered best practice.
- Share and add pins to boards from others that compliment or enhance your own! While this seems counter intuitive as a marketing strategy, your followers will appreciate the additional inspiration. It might even enhance their ability to see your brand as part of their life as it interacts with other things or activities they enjoy.
- Boards with clear names and descriptions are most likely to show up in search. Descriptions are 20 characters or less.
- Create a range of boards to showcase all the different elements of your brand. Group similar products or projects that tell one story. Think of them as mood boards.
- Choose a compelling cover pin that best illustrates what can be expected from the board.
- Use secret boards as a staging area you can workshop in until the board is ready to go live.
Pinterest and the Customer Journey
With the digital landscape moving so quickly, the traditional customer journey funnel needs to move right along with it. Pinterest users search and create boards around specific goals and aspirations making it a unique platform for brands to engage with customers in every stage of the customer journey. By creating a robust Pinterest channel that showcases the range of your brand, you’re able to join the conversation with the customers early. That way they’re able to start incorporating your offerings into their own personal vision.
Building and optimizing your businesses Pinterest is not rocket science, but it should be done thoughtfully and strategically to yield the most optimal requests. Contact Anvil today to get started.