Should You Be On Pinterest?
We’ve talked about the importance of honing in on just a few social channels and really perfecting your presence there. Most people choose from Instagram, Twitter, Facebook, YouTube, and Snapchat, but very rarely does anyone hone in on Pinterest. And last week we talked about Pin Collective, Pinterest’s new influencer platform. So now you might be asking yourself.. should you be on Pinterest?
Here’s the quick & dirty answer: If you create content related to food, home decor, crafts, or fashion, then Pinterest could be an extremely valuable addition to your arsenal, especially if you’re selling a product (physical or digital).
Why? Because you should be spending your time and energy wherever your ideal audience spends their time and energy. So if your audience loves cooking and finding new recipes, there’s a good chance they’re on Pinterest. If they love street style and capsule wardrobes, there’s a good chance they’re on Pinterest. If they love interior design and DIYs, then there’s a good chance they’re on Pinterest. If they love sports and video games-- not so much. See Ahalogy’s Pinterest Media Consumption Study for more details about who is on Pinterest and what they’re pinning.
Once you find your audience, you should pick a few platforms that will allow you to do a few different things, namely, build your brand, drive traffic to your website or other social channels, and engage with your audience and customers. Pinterest is a wildly effective tool for driving traffic to your blog posts and product pages, particularly if you use Rich Pins. The Pinterest user base is aspirational, meaning that they come to Pinterest in the hopes of being inspired to do (or buy) something. So if your content falls into one of those categories mentioned above, and you are trying to get more people into your sales funnel, Pinterest is a must.
Pinterest Pro Tips
Pinterest functions like a social media search engine-- the goal is to drive traffic to your content, not to network with people or rack up as many likes as you can. So traditional social media strategies don’t really apply here.
Instead, keep these pro tips in mind.
Use keywords and helpful details. Keyword rich pin descriptions will help people find your pins, and helpful details will orient people to take action (and hopefully click through).
Pin often. Somewhere between 5-30 pins a day is optimal. But don’t waterlog your followers feeds with 30 pins at once-- spread them out throughout the day.
Create and share intriguing, inspirational, or educational content. Pinners are looking for things to aspire to-- if your pins don’t prove valuable, they won’t get repinned.
Pin mostly other people’s content, with a few original pins sprinkled in.
Pin vertical images. The platform is optimized for vertical images. You should only use horizontal images when stacking several on top of each other as one single image (like you might see in how-to pins).
Use watermarks. As your pins get repeatedly repinned, they may lose their original links back to your pages, so it’s a good idea to add a tasteful and subtle watermark to your images.
Apply for Rich Pins. Rich Pins include additional information, like product details or ingredient lists for recipes, right on the pin. This should boost click through rates.
Most of all, have fun with it. Pinterest is all about dreaming big, so let it allll hang out.
Creative Community Developer at Snapfluence.
I'm the Oxford comma's biggest fan.