Pinterest is a platform of discovery. In 2016, the Pinterest community has grown to more than 150 million monthly users around the world who use the social media network to find over 75 billion ideas for them to save, to try, and to purchase. It’s the only social network that people go to save ads. To help you generate traffic and sales, we’ve put together four Pinterest content strategy tips to help you cut through the clutter and advertise your products.
1. Know Your Keywords & Popular Search Terms
To generate traffic and revenue, you must generate awareness of your product pins through proper keywords and pin descriptions. Think like an SEO strategist. Wait, what is SEO? Search Engine Marketing. It’s a marketing discipline focused on growing visibility in organic (non-paid) search engine results. Check out the Moz beginners guide to SEO here and get familiar.
Once that’s out of the way, align your Pinterest profile, boards, and pin descriptions with the popular search terms under the umbrella of your products or services. If you align with the key terms, your pins will also show up in related or recommended pins. Not sure how to find keywords related to your product? Try the Pinterest search bar as a starting point. Type in a keyword and see popular associated searches.
Not only will you be found on Pinterest, you’ll also be found via the major search engines, like Google.
Additionally, artists who have their own professional website with ecommerce capabilities should consider adding Product Pins. Product Pins update keyword text directly from your website, which makes it easier for Pinners to find information about things you sell by including color, style, pricing, and availability. Alongside increasing searchability, Product Pins also enjoy more prominence on Pinterest feeds by offering eye-catching branding icons and bolded text.
2. The Early Pinner Gets the Worm
Pinners are planners. As a discovery platform, Pinterest is the most popular social media platform for finding helpful guides and products for purchase. Pinterest reports an average of a two-month lead-up from the time a user discovers and saves a pin to the point of purchase, which implies that the life of a Pin is longer than that of an Instagram of Facebook post.
Indeed, Pinterest’s Smart Feed algorithm prioritizes quality of the Pin (Eg., “Saves, close-ups and repins”) and related Pins, and not frequency of Pinning or timing of the Pin. Social media analytics software Piqora (now defunct) ran a study analyzing the shelf life of Pins and discovered that 40% of the clicks happen within the first day; 70% of the clicks happen within first two days; 30% of clicks happen all the way through 30 days and beyond. Interesting to note, Minted is seeing previous year’s Christmas Card and Non-Photo Holiday Card designs gain traction among 2016 buyers looking for specific styles and trends still popular today.
Unlike the of-the-moment landscape of Instagram, Pinners want time to discover and perfectly curate their visual landscape. In the case of holiday, Pinning should begin in October to accumulate traffic and revenue gains in December. For example, Minted began steadily adding Christmas Card and Holiday Card Pins in October to ensure current designs were featured on Pinterest, but also had enough time to marinate among users and generate engagement. It’s never too late to Pin seasonal content, or a bad idea to start early. (ahem, Valentine’s Day)
3. Create Visual Context
Now that we understand the Pinterest Smart Feed prioritizes quality of Pin over the recency of a Pin, we can begin to craft better content. Optimize your Pinterest creative with these helpful tips from visual-focused social media analytics tool Curalate:
Color: Images with more than one dominant color are repinned 3.25 times more often than images with just one dominant color, particularly red, orange, and brown.
Product of Hero: While providing context to product shots is important, close-up images show detail and craftsmanship. Images with less than 30 percent background are repinned most often, while images that contain 40 percent or more background are two to four times less likely to be repinned.
Educational or Provide Guidance: Pinners are planners, but they’re also do-ers. Content that helps create efficiency and organization attract Pinning planners, especially when accompanied by appropriate text overlays (Eg., “Christmas Gifts for Him, Floral Wreath DIY”). Take heed to use text only to identify educational guides, and not promote sales or promotions.
Vertical Pins: Curalate also found that images between 2:3 and 4:5 ratio create 60% more engagement than 4:1 ratio (long skinny) Pins.
Lastly, using other social networks to advertise your perfectly curated boards is a helpful way to tell your networks that you’re doing wonderful things on Pinterest. As long as your promotional content offers value to the user and is not a carbon content copy of your Facebook or Instagram account, telling existing followers about your Pinterest way is a great way to spread awareness.
4. Affiliate Networking
Like many other brands, Minted has an affiliate program, where you can sign up to promote products in exchange for a small commission on the resulting sales. If you haven’t already, signed up as an affiliate, do so now and use your affiliate links when promoting the products on your boards using your special affiliate links. Read “Minted Affiliate Marketing 101” for basics in getting started with Minted Affiliate Marketing, along with tips for success.
Once you have these four strategies in play, allow them time to take hold and monitor their progress. You can use Google to follow traffic and revenue gains, as well as Pinterest Analytics reports to track top and bottom performing Pins to adjust your content strategy accordingly.
Got any other tips you think we should discuss or feature? Let us know in the comments section of this post.
About the Author: Donna Antonijevic is a Social Media Manager at Minted, focusing on developing the consumer-side of creative content strategy and brand planning. She’s been lucky enough to work with the talented and innovative teams at OneMethod, Bensimon Byrne, and Anomaly, where she worked as a Community Manager and Social Media Strategist for three years developing and promoting campaigns for alcohol, confectionary, and CPGs products. Follow Donna’s personal musings on Instagram @mombike.
READ MORE MINTED SOCIAL MEDIA ADVICE
How to Build Your Creative Brand on Instagram
Minted’s 7 Tips for Creating a Unique Artist Brand
What Are the Best Social Media Platforms for You?
6 Tips for Creating Engaging Social Media Content
9 Ways to Build a Social Media Following
Published November 29, 2016