By Ansley Bolen and Ashley Evert
With 250 million active users and 175 billion pins (and counting), Pinterest is an often overlooked social media channel that can elevate a brand and capture new audiences. The platform can be utilized by all types of brands, but has a sweet spot in travel, food/recipes and e-comm. We have four best practices for a winning Pinterest strategy.
1. Don’t Underestimate the Power of SEO
Pinterest is a keyword oriented platform, so be sure to optimize your pins, boards and profile for search. Use keywords that resonate with your audience with hashtags and ditch board names that would never pop up in a pinner’s search. For example, a board named “Yummy!” will appear in fewer searches for dinner recipes than a board named “Easy Dinner Recipes.”
2. Expand Your Audience With Paid Campaigns
Promoting a Pin extends the entire profile’s reach, so more people view your content across the platform. Grow your audience, drive website traffic or promote engagement with Pinterest ad campaigns. There are almost endless possibilities for targeting your audience, too. Pinterest makes it super easy to plan campaigns using its 2019 Seasonal Insights, too.
3. Make Use of Valuable Resources
The Pinterest algorithm favors pins that are linked to your website and valuable resources, and tends to show those more frequently on feeds rather than images alone. Brands should take advantage of pinning blog posts and pointing to other resources that will direct users to specific owned content; these organic practices perform best with the newest algorithm.
4. Consistency is Key
Consistency is the best way to gain organic followers and engagement with your pins. This platform differs from others where one pin is more effective for a longer period of time, thus gaining more views over time. Consistently pinning 10 evergreen pins on a regular cadence tends to be favored by Pinterest and will draw traffic to your site.
Pinterest also provides its own Best Practice Guide for businesses to best utilize Pinterest more fully. Understanding the most effective ways to share content with users that are looking for you and what you have to offer means you are one step closer to being considered a relevant and reliable source for pin searchers.
—Your SSG Team