Are you getting everything you can from Pinterest? These tips can help you brush up on the basics and also dig deeper into this social media platform.
With its striking images, easy-to-organize boards, and comprehensive search tools, Pinterest is a social media platform like no other. In fact, Pinterest stands apart from its competitors in some major ways.
One is that Pinterest has a knack for inspiring users to purchase. Almost all Pinterest users have relied on the platform to research and plan purchases. Nearly 90% of users have made a purchase because of Pinterest. Also, about two-thirds of the platform’s content comes from businesses themselves, which shows how marketing-friendly Pinterest can be.
Also, Pinterest content has an average lifespan of several months—which is much longer than the very brief lifespan of Twitter and Facebook content. So, you can feel confident that your investment in Pinterest will benefit your brand over time.
But how can your brand use this platform effectively? Find out how to create a content strategy, learn from analytics, and develop an advertising plan in this Pinterest guide. (Editor’s note: Agorapulse does not support Pinterest just yet. It’s on our product roadmap, however. In the meantime, we want to provide tips to set up social media managers for Pinterest success.)
If you’re just getting started with Pinterest, you need to get the basics down first.
Let’s look at the essentials of creating and managing a Pinterest account.
Like many other social media platforms, Pinterest lets you create either a personal or a business account. Whether you’re managing Pinterest for a client or for your company, this decision is a no-brainer.
Creating a Pinterest business account gives you access to these key features:
Whether you’re starting a Pinterest profile from scratch or taking over a client’s account, follow these simple steps to manage it effectively:
With some social media platforms, you can dive right in and get started. With Pinterest, however, you have to map out a strategy first.
From boards to Pins, every successful Pinterest strategy needs a few key elements. Yours should include the following:
What’s the key to creating a social media marketing strategy for Pinterest? Follow these seven tips to develop a successful Pinterest strategy.
1. Plan boards carefully
To brainstorm boards, think about topics that appeal to your target audience where your brand can lend expertise. If you choose a broad topic, consider dividing the board into sections. Taking this step won’t affect how people discover your content in searches. Yet it will help users navigate your boards more easily.
2. Choose appealing images
When you create Pins, use images that can attract your target audience’s attention with a single glance. Since both the desktop and mobile versions of Pinterest show vertical images, create Pins with a 2:3 or 4:5 aspect ratio. Using the right format ensures that users won’t miss a thing when your Pins appear in their feeds.
3. Make compelling videos
On Pinterest, videos tend to work best for how-to or inspirational content, which almost every brand can make. To create high-performing videos, keep your content short and sweet, usually around 15 seconds or less. Since videos often play without sound, use captions or text to make sure your audience gets the message.
4. Highlight your brand
Pinterest offers ample opportunities to put your brand in the spotlight. Every time you create a Pin, add a logo, the name of your brand, or even your URL to the image or video. Taking this extra step can help you increase brand awareness, even when users save and share your Pins.
5. Incorporate text into Pins
Unlike some social media platforms, Pinterest doesn’t punish text overlays. In fact, Pinterest encourages you to add text to your Pins. For example, you can add a title or a CTA onto the pin itself. Turn to a user-friendly design program like Easil to layout images and text in an appealing way.
6. Optimize your copy
Your Pins’ visuals might attract attention first, but your copy should drive the message home. Use the 100-character title section to tell users exactly what the Pin features or pique your audience’s interest.
Then use the description to inspire your audience to try, use, or buy what’s in your Pin. Many users discover Pins through the platform’s search feature. That means you should be sure to include relevant keywords and hashtags in your copy.
7. Save other users’ content
Although it’s tempting to pin only your own content, most social media experts recommend sticking to the 80:20 ratio on Pinterest. Make sure about 20% of your Pins are content your brand has created.
The remaining 80% of the content on your boards should be curated content or repins from other brands. Saving other brands’ content can do more than just add diversity to your boards. It can also help you grow a community, build relationships with influencers, or earn trust from users.
To get the results you want on this social media platform, you should understand the Pinterest algorithm. Let’s dig into the basics.
To make the Pinterest algorithm work for your brand, you need to know where the platform surfaces your content.
Your Pins can appear in one of these four spots:
Now you know what drives the Pinterest algorithm. But how can you craft a strategy that takes advantage of these factors?
Whether you want to drive traffic to your website, increase brand awareness, or grow your online community, it’s important to track your results. With native Pinterest analytics, you can easily chart your progress.
With a Pinterest business account, you automatically get free access to native analytics.
Here are the key Pinterest metrics to monitor:
Your Pinterest analytics are much more than just numbers. Here are a few ways you can use this data to learn from and optimize your Pinterest strategy.
Drive more engagement
Start by reviewing which Pins and boards generated the most engagement. Make note of your top-performing content. Then use it as the basis for creating new content that really resonates with your audience.
Then review content that didn’t perform quite as well. Identify ways to improve it moving forward, such as writing better headlines and captions or using more engaging images.
When you check your Pinterest analytics, you can also see who saved your content and read the descriptions they created. Reviewing this in-depth data can give you better ideas about how to organize your own content. It can also give you insight into new angles for your Pins.
Learn what your audience likes
Pinterest’s Audience Insights panel offers a surprisingly detailed look at your audience’s interests. You can see what percentage of your audience likes high-level topics like travel or food and drink. Then you can dig deeper into each category to see how many like niche topics like U.S. travel destinations or desserts.
Then you can fine-tune your Pins so they truly appeal to your audience. You can also get ideas for new types of content, especially if your Audience Insights reveal surprising interests.
Measure return on investment
How much value does Pinterest generate for your brand? To measure ROI, use a free tool like Google Analytics. Once you’ve set up e-commerce in your Google Analytics panel, you can track how much revenue Pinterest drives.
Navigate to the Acquisitions panel within your Google Analytics account, and then click on Social. Find Pinterest in the list of social media channels, and click for more detailed analytics. You can check revenue each month, each quarter, or throughout campaigns to meet your team’s goals.
With a solid Pinterest strategy and a capable team, your brand can grow organically. But when you need an extra boost, Pinterest ads can help you get even more out of this platform.
When you advertise on Pinterest, you can highlight your business with a variety of ad types. As of early 2020, five ad types are available:
When you advertise on Pinterest, you want to get your money’s worth. Follow these five tips to create the most effective Pinterest ads possible.
1. Install your Pinterest Tag
Similar to a Facebook Pixel, a Pinterest Tag is a snippet of code that you add to your website. Once it’s in place, you can track conversions and measure your ad performance.
2. Pick the right campaign type
Pinterest offers six campaign types. Each is designed to meet a specific advertising goal:
3. Target your audience
Pinterest allows you to create audiences using everything from basic demographics to interests and keywords. Reference your buyer persona to create a target audience that’s most likely to be interested in your brand.
4. Choose the best Pins
You can advertise using either preexisting or new Pins, and you should include at least two Pins in each ad group. For best results, choose Pins that meet the content tips above. Then write compelling copy to hook users right away.
5. Track your results
Log in to your Pinterest Ads Manager to monitor performance throughout your ad campaign. From this dashboard, you can track everything from impressions and engagement to clicks and cost.
Pinterest has tons of potential to help your brand grow. Use this guide to get started, and keep it handy to review best practices and develop a winning Pinterest strategy.
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