4 Pinterest Strategies you Need to Know About
Pinterest is no longer just a place for millenials to pin handy recipes and fashion inspiration. Far from it, this social media platform is now a key marketing tool for businesses when leveraged well.
With 200 million monthly users, it’s no Facebook, but it’s an increasingly important platform that brands should be paying attention to. Pinterest’s click worthy content now accounts for 5% of all referral traffic online. This is second only to Facebook with other social platforms such as Google+ and Twitter driving just 1%.
Furthermore, pinners have a stronger buying power with users having a 9% higher income than non users. This is therefore an important market that can prove highly lucrative when tapped into.
Sounds appealing, right? To help ensure your brand is visible to this sought-after market, here’s 4 tips to get your Pinterest strategy up to scratch.
1. Optimise according to user intent
When posting, think about what your target audience is searching for. What questions are they going to be asking? What pain points is your post going to solve? By optimising your posts according to user intent, you’ll drive far more interaction.
For enhanced exposure and to maximise the chances of your posts appearing in search results, be sure to include the keywords associated with user intent on your boards and pins.
As Pinterest is largely geared up around commerce, plenty of brands are now capitalising on user intent. 93% of users who visit the site do so to research products, so brands are now taking advantage of this purchasing intent to boost sales figures.
L’Oreal Paris used Pinterest’s paid ads and cinematic pins to help prompt purchases. The beauty brand integrated tutorials into the campaign showing how to use the promoted highlighter. The results? 37% of users showed an increased purchase intent.
This campaign shows that by integrating useful content and optimising posts according to user intent, brands can directly influence individuals to make a favourable purchasing decision.
2. Create valuable resources
This is, after all, a key incentive for many people to sign up to Pinterest. Helpful recipes, exercise tips, DIY hacks – you name it. Users are scouring boards for educational purposes left right and centre so don’t miss out on this important audience.
Some brands are nailing this and proving that sharing value really does boost engagement. Random House set a great example. With 5.2 million monthly unique views, the publishing giant boosts interaction with boards like ‘Your next great read’, ‘Words to live by’ and ‘Bookish comedy.’ With carefully curated content, each board offers users valuable information and inspiration which keeps them coming back for more.
Another great example is Dulux’s Colour and Decorating boards. Form ‘How to’s & inspiration’ to ‘Bathroom ideas’ the brand provides users with useful DIY tips and knowledge on interior trends. Not only does this set them apart as an authority figure in the industry, it also inspires users to get creative and purchase their products.
3. Follow similar Pinterest users
By engaging with like minded users, you’ll be able to grow your online community. Like on other platforms, when you follow a user, they will receive an automatic notification. If they find you interesting, chances are, they’ll follow you back.
You’ll therefore start to build a following of genuinely like minded pinners. This will also enable you to see what’s trending in your niche and what is performing well for similar accounts.
4. Be consistent
Yes, it may seem obvious but it’s a simple hurdle that many businesses fail to cross. Posting now and then isn’t engaging for users. They want to see consistent content and when they do, they’re more likely to follow. Consistent posting therefore helps to grow an engaged following and boost your views over time.
There was once a belief that posting in the evening was the optimum time, sure to garner maximum engagement. However, since Pinterest introduced its Smart Feed algorithm, pins are now displayed far longer after they were posted. So time doesn’t really enter the equation as much now.
The question now is frequency. How often should you post on Pinterest? Buffer has suggested, according to research, the optimum posting frequency for a business is between 5 and 30 times a day. Check out their handy guide on the science of Pinterest scheduling.
To sum up
Remember that results don’t happen overnight. Just because you haven’t had much interaction in your first two weeks does not mean you should throw the towel in. Growing an audience on Pinterest takes commitment, adaptability and persistence. When you get there however, it can really pay off.