When brands create their ultimate social strategy, Pinterest isn’t often an app that’s prioritised. Everyone loves Instagram and knows how good TikTok can be for growth, Facebook’s a mainstay and even Twitter has its place. But it’s about time we all start realising the true potential of Pinterest – particularly when it comes to social marketing!
Pinterest has proved itself a valuable tool for brands, especially as of late. One study found that Pinterest was 2.3 times more efficient when looking at cost-per-conversion ads compared to other social media platforms. As it's such a visual medium, ad options and formats heavily emphasise images and video, without straying too far from the look of organic content.
Let's go through a few things brands should know to really make the most of the Pinterest platform.
How to nail Pinterest for brands
CONSIDER HOW YOUR TARGET AUDIENCE MIGHT USE PINTEREST
The sole purpose of creating pins is to grab people’s attention in the hopes that they will re-pin, so it’s essential to know what they're likely to engage with.
As we know, Pinterest is far closer to a search engine than a traditional social media site so it’s important to think about what kind of terms your target audience will be searching for. What kind of content are they looking for? Is it aspirational? Educational? Or something else altogether?
TAKE INSPIRATION FROM YOUR COMPETITORS
Are there other brands in your niche that have already found success on Pinterest? Use them as inspiration. See how they're doing things and take a few tricks from their book. Take a look at the type of content they create, what CTAs they use, how they interact with other brands and creators, as well as their general pinning strategy.
FORMAT PINS PERFECTLY
While some pins are just photos ripped straight from Instagram, as a brand, you’re going to want to put some effort into making your pins as information-rich and engaging as possible.
The ideal pin will have:
• vertical imagery optimised for mobile
• branding (logos, signature fonts and brand colours)
• a clear message
• high quality, unique images and videos (preferably original or UGC)
Most Pinterest searches are unbranded, so you need to find ways to make your brand fit into themes people might search for. For example, if you’re a brand selling eye makeup, get really specific with the content you create and don’t just post plain product shots. This could include leaning into seasonal trends, creating Halloween makeup tutorials and shooting beauty hauls with other trending products.
EXPERIMENT WITH ALL THE DIFFERENT PIN TYPES
The beauty of Pinterest is the diversity of its pins. As well as videos and static images, Ideas pins (which are a carousel of images) are a great way to share in-depth content. Brands can now also create Shopping pins, which allow users to ‘Shop The Look’ directly via the app.
OPTIMISE FOR SEO WITH KEYWORDS
Pinterest is basically a search engine, so make sure you're using language that helps your pins show up in searches. Include keywords in your pin’s titles, descriptions, on boards and in hashtags.
WORK WITH INFLUENCERS IN YOUR NICHE
While Pinterest does operate in a slightly different way to the other social networks, there’s a ton of value to be found in working with influencers and content creators. And when you’re first establishing yourself on the platform, it’s really helpful to be able to tap into a creator’s network.
The key is to find influencers within your niche, whose content naturally aligns with yours. And if you’re not sure where to start, Collabment is the ideal place. Why? Because we streamline the process of working with influencers, making it easier than ever to find creators who align with your brand. You simply set up a campaign and receive true-to-brief pitches within days from a vetted pool of thousands of creators.
Want to learn how we can help you get started with influencer marketing on Pinterest?