Since its founding in 2010, Pinterest has emerged as a top social media platform for brands and consumers.
What started out as a virtual scrapbook of home decor how-to’s and favorite family recipes, has evolved into a mobile app that attracts millions of social media users every month. “Pinners,” as Pinterest users are affectionately known, are loyal users that circumvent the endless drama and pay per click congestion often associated with other social media platforms to share valuable content with their tight-knit followings.
In 2012, Pinterest was reported to be the fastest site ever to reach the 10 million unique visitor mark. Thanks to multiple platform feature modifications and timely acquisitions, the Pinterest experience has remained consistently enriching for its devoted user base looking to the social media app as a trusted resource for pretty much everything.
Today, Pinterest offers a number of unique features for brands to display their content, engage followers, and drive traffic to their site. It’s a lot more than just easy casserole recipes - Pinterest provides content collections on everything from career development resources to new parenting tutorials. With over half of all Millennials in the United States using Pinterest, it's an essential part of any 21st century marketing strategy.
If you’re integrating Pinterest into your organization’s digital repertoire, here are a few tips for maximizing your impact:
Prioritize visual aesthetic of your pins.
A well-written blog post shared to Pinterest may be great; however, if the image selected for the pin isn’t inviting, don’t expect to receive much traffic from your pinning efforts. Similar to other social media apps like Instagram, Pinterest is highly visual, so quality graphics (or videos!) that encourage users to click your content are key!
When designing a “pinnable” graphic, consider the following:
Organize your brand’s Pinterest boards.
Pinterest is more than just pretty pictures; it’s also about pretty collections.
Pinterest users have the opportunity to create branded boards that help them organize their content. Organizations should utilize Pinterest board features to showcase their expertise and offerings in an inviting, orderly manner that will connect with scrolling Pinterest users.
Brands can create board covers that include their logo, website url, and other pertinent information. Board descriptions are a great place to include industry keywords and call to actions (example: Want to receive more beekeeping tips? Join our newsletter at: https://bit.ly/4Mksff).
Pin consistently through pin scheduling.
Creating engaging graphics and organizing content into multiple Pinterest boards are great social media strategies; however, brands can optimize their pinnable impact through consistent posting and post scheduling.
It’s poor practice to flood one’s social media users’ feeds with multiple posts at once. Scheduling pins through a third-party service can allow brands to post pins intermittently, utilizing optimal time analytics and frequency suggestions to maximize the pins’ reception.
Two Pinterest scheduling platforms I’ve enjoyed using - Hootsuite and Tailwind. Both provide a scheduling service for brands on Pinterest, offering distinctly different features. Sign-up for a free trial and see which option works best for your organization.
Ready to start pinning?
Pinterest is one of social media’s best kept secrets. It’s consistent growth, and relatively uncongested feeds make it a goldmine opportunity for a brand that’s willing to invest in quality pins and referral content. Developing a Pinterest-specific social media strategy that includes branded templates, engaging boards, and consistent pinning can be a great way for competitive brands to make a splash on social media.
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.