With over 200 million users, Pinterest is the 5th most popular social network. And if you aren’t giving weight to it, you need to start. And before you discount me, I think you should pull up a chair.
So, what is Pinterest?
While we lump Pinterest into the “social network” group, it really is much more. Its owner, Ben Silbermann, said “I think that’s a very different thing than a social network. The objectives of the two are different. On a social network, you upload photos for other people to like. Pinterest, on the other hand, is self-serving.”
In other words, Pinterest is less about getting people to like what you pinned as it is about pinning things that you like regardless of what anyone else thinks.
A quick Pinterest introduction
Pinterest is comprised of pins, pinners, boards, and your feed. It’s a catalog of ideas to inspire you, things that make you laugh, recipes that make you hungry, products you want to own, or things you want to make.
Pins are the things that you want to keep track of and are represented by images.
Pinterest users are known as “pinners”. And they love to pin… with over 100 BILLION pins to date.
Boards are how you organize your ideas. Think of them as a scrapbook of all of your pins.
Your feed is a hodgepodge of pins from pinners, boards, and topics you follow with a few Promoted Pins (ads) thrown in there.
Why should you care?
When it comes to buying power or influence, Pinterest only comes second to Facebook.
- 93% of pinners use Pinterest to plan their purchases
- 90% of pinners on Pinterest WANT to purchase
- 96% of pinners user Pinterest to gather product information
- 87% of pinners have decided to purchase because of Pinterest
- 50% of pinners make their purchase after seeing a Promoted Pin
- Pinterest drives 7.17% of all social media referral traffic
- 84% of the communication by 2018 will be done by visual mediums and 79% of all internet traffic will be video
That’s a lot of purchase power.
Time to Pin It to Win It
Create a business account
Just like every other social media platform, you are going to want a business account if you haven’t already. When you set it up, you are going to get access to Rich Pins, Promoted Pins, and Analytics. And you are really going to want to leverage the analytics portion. You can always convert your personal profile over to a business account, but I recommend building a separate account.
Rich Pins Explained
If you are selling any type of product, creating blog posts, posting recipes, talking about movies, or referencing a specific location then you are going to want to leverage Rich Pins. There 5 types: Movie, Recipe, Article, Place, or Product. Rich Pins add a little bit of detail to your pin–making them more useful AND more profitable. Essentially you are adding specific meta tags to your site, post, or product that Pinterest, in turn, reads and adds to your pin. If it sounds out of your league, check out the documentation on Pinterest’s site for help or use a third-party tool like YoastSEO to help you configure them.
Promoted Pins Explained
Promoted pins are essential Pinterest Ads the run on a cost-per-click (CPC) model. If you are wondering why they aren’t called promoted pins… well… it’s called marketing folks. Pinterest thought the word ‘Advertisement’ would turn people off and so they gave it a softer more approachable name. Just like any CPC, you will need to set a budget and duration.
Promoted Video Explained
If you haven’t noticed the trend, video is dominating the marketplace. Much like the promoted pin above, a promoted video is a video ad. You’ve only got 30 seconds, so make them count.
The backbone of any good social media platform is good analytics. Track your audience, engagement, daily views, and impressions, etc. Find audience demographics, interests, and trends to make your pins relevant.
A few rules for pinning
1. Make good content
Let’s face it, if you aren’t creating good content that is worth being pinned, then you aren’t going to see traffic on it. Dress up your content. Use the right photo dimensions 735 pixels x any height. Take the time to make you look good.
2. Just keep pinning
No one likes stale content and the best way to create more engagement is to keep pinning. Who knows maybe you will inspire yourself!
3. Don’t forget the description
It may seem tedious, but a good description goes a long way. Make use of your hashtags and keywords here.
4. Be mobile
80% of pinners on are on a mobile device and they are 3x more likely to re-pin than a desktop user. That means when they click on your pin, they don’t want to be pinching and zooming to read your content.\
5. Create boards relevant to what you do or care about
Don’t go crazy just yet. Think through the concepts for your boards. Work to organize what kinds of content you want to pin.
6. Create boards that contain your content, products, and ideas
Be sure to create boards that reflect your content, products, and ideas.
Pinterest has changed the game when it comes sharing content and they will continue to do so into 2018. It is Facebook, Instagram, and Google all wrapped into one. It is social, pictorial based, and searchable. This makes it ideal for marketing your business. If you pin it (and do it right), they will come. Don’t just sit there. Get pinning!
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