Pinterest is one of the most popular social media platforms to date. With 522 million daily active users, most of whom are in the US, brands are rushing to Pinterest with the goal of expanding their audience and increasing their conversions. According to Pinterest’s website, 85% of weekly Pinners in the US have made a purchase based on Pins. However, just like any other social media platform, brands will need to optimize their content and familiarize themselves with Pinterest’s particular landscape in order to drive any action. In this article, Quantus Creative has put together some tips to help you begin your Pinterest marketing journey.
Optimizing Pins
A ‘Pin’ is a post on Pinterest that acts as a bookmark for users to save and organize content within Pinterest itself. Pins may link to other social media posts, websites, or articles on the internet. Similar to other social media platforms, you can optimize your ‘pins’ so that they are more likely to reach and expand your audience. Here are some ideas to help you optimize your own pins:
Use ‘Rich Pins’
Rich Pins will automatically sync information from your site to your Pins. This way, you can add more information directly to the Pin so people learn more about your products or ideas. This also encourages users to visit your site for further information.
Add Text Overlay to Pins (Hello, SEO)
Keywords are still important, even if there isn’t a lot of text accompanying your pin. When creating the image and name for your Pin, make sure you’re using relevant keywords so the Pin will be visible to those interested in similar content. See here for more information on SEO and how it relates to social media.
Use Tags for Each Pin
As always, tag your content. Using tags will help your Pin reach the right audience. Make sure you are tagging the most relevant category and use keywords so that your post is visible to the largest number of users.
Utilizing Pinterest Ads
Promote Pins
If you have created Pins that are either successful or extremely relevant to your brand, you can promote them via the Pinterest business site.
Target/Retarget
By using Pinterest’s ‘targeting suite’, you can target certain audiences with your Pins. Additionally, Pinterest offers the ability to retarget previous customers by uploading customer information lists. Using this feature, you can reach different demographics and psychographics while also reaching those who have already bought from your company.
Conversion Campaigns
Use Pinterest’s option for conversion campaigns for customizable ads. All campaigns are customizable for your budget and will drive specific actions from customers such as website visits, purchases, and newsletter sign-ups. Simply enter your goal and your budget for a customized campaign.
How to Build an Engaging Pinterest Board
Create New Content Weekly
Post weekly (preferably several times) to build relevance and increase your chances of growing your audience.
Remain Consistent
Make sure there is consistency in the types of content you post as well as your overall visual aesthetic. Pinterest is a very visual platform, focused on eye-catching images and copy. Also ensure that your content matches that of your other social media platforms. Brand voice and messaging should carry over across all channels.
Stay on Top of Trends
Always conduct your research. What is your audience looking at? What do their Repins look like? Create your pins to reflect what is relevant in the interests of your particular audience.
Keep Your Audience in Mind
The majority of Pinterest users are women between the ages of 24-35. Keep this in mind as you create content. Gen Z is the most technologically forward generation to date, so be sure to use language and content that resonates with them. For more tips on how to market to Gen Z, visit our blog post here.
As Pinterest’s popularity has increased, so too have the opportunities to convert users. Be sure to do your due diligence before jumping head first into the world of Boards and Pins so you can make the most of your budget and content. Not sure where to begin? Let our team at Quantus Creative help! Reach out to us here for a consultation.
