Social media conversations are shifting from text to pictures, making images the new language of engagement. Customers are talking about the products they want and the products they buy. Every phone has a camera, and snapping a quick shot of something you like is easier and faster than writing about it.
This transition is taking place for one simple reason: images drive an emotional reaction with an immediacy that no other medium offers. As the saying goes: “A picture is worth a thousand words”. This conversation is happening across all social media platforms, and if brands aren’t part of that conversation, they are missing out on a huge opportunity to interact with their most engaged customers.
These customers are sharing millions images per day on Facebook, Tumblr, Pinterest, and Instagram.
People don’t consume food, beverages, services, products or media in silence. They eat noisily (so to speak) and very visually. They review, blog and Tumblr, create Pins on Pinterest and post Youtube, Vine and Instagram videos.
The two major visual discovery tools are Instagram and Pinterest. What are the differences between them?
Instagram is a free photo-sharing application for iPhone and Android. After taking photos, users then add filters, which gives a special touch to everyday photos and transforms them into works of art. When you think Instagram, think about producing images.
On the other hand, Pinterest is an online bulletin board where users can share photos, videos, links, and other images. Users can group the images (called “pins”) together on “boards” that have specific topics or themes. When you think Pinterest, think about finding images.
We have already talked about marketing on Instagram in one of our previous articles 7 Steps to Your Instagram Marketing Success. Today let’s focus on Pinterest and see how it can help you in your business.
Here are some growth stats Pinterest shared with VentureBeat:
- Pinterest has more than 50 billion pins of items on more than 1 billion boards
- Each year, Pinterest serves more than 1.5 trillion recommendations
- Recipes: Pinterest has over 1.7 billion recipe Pins
- Shopping: Every day nearly 2 million people Pin product rich Pins
- Articles: More than 14 million articles are Pinned each day
- 2/3 of all the content people Pin is from a business’ website
Do you want to start a Pinterest Board? Or do you want to improve your existing Pinterest Board to grow follow and increase conversions? Follow these steps to create the most effective Pinterest boards for your business.
Step 1: Choose Keywords for Your Topics
First, you want to build a keyword list. Create a excel spreadsheet listing potential board main topics and then add relevant subtopics.
Next, use Repinned.net to help you find the most popular boards in your target category. With this tool, you can keep an eye on similar boards and determine which types of boards are working well in each category. The image below shows popular boards for the Technology category.
Use Repinned.net to research popular boards in different categories.
This tool also gives you ideas for subtopics and content, and helps you find repins for your new board. For success you need a good mix of original pins and repins from popular users with related boards.
Step 2: Choose Content Types for Boards
Once you’ve launched your new boards, it’s important to pin more content to them daily. You can use a variety of content types on your board, including infographics, animated GIFs and videos. Create a new tab in your spreadsheet and list content types that would work well for each topic. Keep adding to this list as you continue your research.
You may also like: 6 Creative Ways to Distribute Content and Get Noticed
Also look into which content types are being shared on Pinterest. To discover this information, you’ll likely want to consider a tool like BuzzSumo’s paid version. Their Content Insights tool provides data that will help you choose content types for your board.
Start with a domain search and then focus on your main keywords.
It takes a lot to impress someone these days. Internet users are fairly jaded and cynical when they’re browsing around, and most of us have built up a natural imperviousness to the ordinary.
In Seth Godin’s TED Talk, “How to Get Your Ideas to Spread,” he discusses how to overcome that huge barrier and grab their attention.
Only things that are “remarkable” in some way or worth remembering and sharing will give other pinners a reason to notice and spread your content.
We can derive two important Pinterest rules:
- Make your content special—something you don’t see every day. Stock photos alone probably aren’t going to do it.
- You can be unique without being completely original. You just have to give something a new spin.
Step 3: Monitor Competitor Boards
If your competitors have pinboards, monitor them to get insight into the performance of different topics and content types. You can learn from your competitors’ hits and misses, as well as improve your keyword topic list.
On a new tab in your spreadsheet, list your competitors and find their Pinterest profiles. Review the boards they’ve built, especially the ones that appear above the fold.
Document any content ideas. Also note which content types have the highest interaction and add that information to your spreadsheet. Do the same for topics and subtopics.
Next, identify the most popular pins from your competitors’ domains. You can use BuzzSumo’s free Top Content search tool. Enter a domain in the search box and click Search. Then sort your results by Pinterest shares.
This should get you started. Further you need to find other Pinners whom you want to follow, curate strong content, populate your RSS reader, track RSS Feeds, and, off course, watch your metrics
In conclusion, we’d like to say that every shift in customer behavior brings significant challenges and incredible opportunities. Forward-thinking brands are taking chances that are sure to get them noticed both by customers and by competitors. Pinterest is a great way to humanize your brand and strengthen relationships with existing customers while obtaining the new ones.
TIP OF THE DAY To find evergreen content for your new board, check out a site like Reddit, which is a great source for popular social content.
Successful Pinterest boards set the tone with high-quality starter content and provide fresh, engaging content daily.
How has your brand started using Pinterest? How do you organize and maintain multiple boards? Comment below with your thoughts! Do you have questions regarding any of the steps below? Just ask us and we will give you more details.
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