Social media marketing is all about finding the right community to engage and then raise awareness around a topic, product, or cause.
Most marketers currently stick to the big three to achieve this: Twitter, Facebook, and Instagram. Pinterest is not usually considered a primary channel for most marketers — but this is about to change.
Bloomberg reports that Pinterest is now growing faster than both Twitter and Snapchat, making it the third fastest growing social media channel. Facebook is still on top with Instagram sitting comfortably in second.
“Pinterest is in a stronger financial position than ever before,” the Bloomberg source said. “We are taking a disciplined approach in building our business and are very pleased with the company’s prospects for long-term growth.”
Pinterest’s revenue has been surging over the past couple years. Its user growth on top of the opportunities it presents to marketers means now’s the time to freshen up on best practices and experiment with ways to grow your brand, generate leads, and build an audience.
It’s important to know why Pinterest is useful for a vast majority users.
Researching Halloween costume ideas, delicious recipes, DIY projects, and interior decorating ideas are just a few examples of why Pinterest has grown from just another social media channel into a powerful visual search engine over the years.
According to Pinterest, 90% of weekly Pinners use the app to make purchase decisions and 78% say content from brands on the platform is helpful.
Dive deeper into Pinterest's user demographics and more here, but the most impressive tidbit to remember is half of all users have made a purchase after seeing a Promoted Pin, and two-thirds look at saved Pins on the mobile app while shopping.
Pinterest is an e-commerce essential
If you or your company is putting ad dollars into promoting products online, staffing a team to use social media as a vehicle to drive sales, or both, I highly recommend setting up a Business Account on Pinterest and start Pinning content being posted on other networks (specifically, Instagram). Pinterest is also nice for e-commerce because you can add a link to every pin.
It’s super easy to start publishing content from Instagram directly to Pinterest. First set up your boards. I set up “Hydro Inspiration” for awesome graphic design content, “Social Media Tips & Tricks” where my social blogs will live, and ”LA > NYC > SLC” for the Instagram posts taken in cities where Hydro Studios offices are located.
After your boards are set up, download the Pinterest Google Chrome Extension, go the the Instagram post on desktop, click the Pinterest chrome icon, select the board, edit the caption, and save! That’s it! You could also do it natively on Pinterest by either pasting the URL or uploading the photo manually. But publishing content is a breeze.
Step 1: Pull up the Instagram post on desktop
Step 2: Click on the Pinterest Google Chrome extension, select the Board, and edit the caption.
Step 3: Rinse and repeat
Content themes for your Pinterest strategy
Even if you’re not selling a product, Pinterest can still be an effective social media channel because it’s very similar to Instagram in the fact that it is a highly visual channel. Whatever you deem Pinterest pin-worthy, make sure the image has a minimum width of 600 pixels (the height of every image is scaled).
Content themes for a brand new Pinterest social media strategy can include:
Other social media posts: The Wall Street Journal has a really fascinating board of all their charts and data visualizations. Each pin just links to their Twitter profile.
Infographics: Various tools like Canva, Adobe Spark, and Shutterstock make it easy for anyone (regardless of design skills) to create and design infographics that are perfect for Pinterest.
Blog posts: Pinterest can be leveraged to increase website traffic. Pinning your evergreen blogs to topical boards will create collections of discoverable content.
Curate content: Creating boards of content related to your company or brand’s niche can help establish your presence as a must-follow.
How-tos: Since Pinterest is a search engine, creating content for people looking to solve a problem, build or fix something will come in handy for your target audience.
Getting your content seen
Creating boards and pinning content is easy, but getting it seen is the hardest part. Keeping in mind that Pinterest is a search engine will help the content be found. Using smart keywords, posting crisp visuals, setting up Rich Pins, commenting on content, and building relationships with other Pinners is the recipe for success.
Pinterest uses artificial intelligence to connect users with content they enjoy. That means being strategic in keywords and easy-to-digest visuals is an essential best practice. Not only will content be categorized by the channel’s AI, the smart feed, following feed, “More like this” related pins, Lens, and hashtags all provide opportunities to get your content seen.
Here’s an example of the Lens feature:
Adding a new social media channel to the mix sounds daunting, but Pinterest has been designed to always show you content that you want to see.
Facebook makes it incredibly hard getting organic posts seen by followers and it’s nearly impossible to get a post in front of someone who isn’t following the page. Instagram does offer organic potential, but the fact that it’s owned by Facebook means no marketer can rely on that lasting forever. The average lifespan of a tweet being 15 minutes is yet another reason why it’s so important to know who your audience is, what social media network they’re on, and getting your content in front of them.
Need help getting your brand rocking on Pinterest?