With over 100 million users, Pinterest is one of the fastest growing social networks, and can provide a huge leg-up for businesses marketing online. With nearly 80% of users being female, it’s a network that is especially useful to companies that are primarily targeting women.
What’s the best way to get started using Pinterest? How do you use it effectively to market to your audience?
Pinterest can definitely be a bit confusing, as it’s not like other social networks. Instead of sharing individual bits of text, links or images as part of a feed like on Twitter or Facebook, Pinterest users share content as part of clusters called “boards.”
But one thing that isn’t different, is that the most important thing you can do to attract your audience is share great content. Putting out high quality content will help to establish you as an expert and grow your followers.
All About the Boards
It isn’t just about finding great individual pieces of content, though. As mentioned before, Pinterest is all about boards. Boards are collections of content that you can organize any way you want. They offer a great opportunity to show your audience content that they will think is really great, but also speaks to what you care about as a brand.
Pinterest’s advice when it comes to boards is to treat them sort of like a window display. They should show off things that you think will appeal to your audience, but also draw them in. The pieces of content on your boards should stand on their own, but also signal to your audience that there is more where that came from. And it should all mesh together to form a well-curated, coherent collection that fits the tone of your company
If you are brand new to Pinterest, try to start by creating two to three boards with their own unique themes. Again, these themes should be both interesting to your target audience, as well as relevant to the message you want to be sending out as a business.
Parts of the Pin
With each piece of unique pinned content (try not to repeat content between your own boards), double-check to make sure the link is working properly, write your own original and interesting description, and most importantly – make sure to include keywords. Keywords are going to be one of the most important ways that people discover your content on Pinterest. Remember, Pinterest may be a social network, but it is also a search engine. Use the search box to see what kinds of things come up when you search certain terms. You can also use the search box to see trending searches, and the drop-down category list is helpful in revealing popular categories.
When it comes to creating pins, remember that Pinterest is such a visual medium. Not only do you have to carefully curate the look of your pins to fit within your board, but the pins themselves need to look great. Pinterest recommends for pins to be:
Let’s break that down. “Helpful” speak to the nature of Pinterest, and what kinds of content people are drawn to on the platform. DIY articles and guides do very well on Pinterest. As do recipes and decorating tips. When creating a pin, ask yourself first if there is a question or problem that this pin is helping to answer or address. This will go a long way toward getting your pins found.
“Beautiful” means that everything you pin should have a hi-res, high quality image. The more unique this image is, the better off you’ll be, since so many images are being shared non-stop on Pinterest – this is your chance to stand out. You don’t necessarily have to be a graphic designer or professional photographer to succeed on Pinterest, but you don’t want to just be spreading around the same old stock images either.
Pins should be “actionable” because every pin on Pinterest is its own little call-to-action. These aren’t just links with pictures on them, there should be specific actions attached to each pin.
Hopefully these tips for getting started on Pinterest were helpful. Being so different from other social media channels, Pinterest takes a little getting used to. But with some of the highest engagement amongst its users, we think you’ll find that if you spend the time getting familiar with the platform, it can really pay off. Need help? Contact 10twelve about strategic social media management today.