Visual content is without a doubt the catalyst of audience engagement on social media today. Similar to a gourmet meal your content must allow your audience to eat with their eyes first, which is probably why photos tend to receive twice as many likes as text updates. Pinterest is a great platform for brands to be featured on; the platform allows you to display non-tangible aspects all of which can be related to your product or company through lifestyle portrayals and inspiring mood boards. Here is the lowdown on Pinterest accompanied by a few of our best tips on how to strategically incorporate the platform with your branding efforts.
If you are unsure where to start and what to pin – go exploring. Check out some of the most popular pins and learn first hand what type of content users want to discover on Pinterest. Try to incorporate current happenings with topics that are directly relatable to your brand or top trending pins. It is also worth investing time to re-pin, comment and follow other boards, sharing pins that are compatible with your product will increase brand loyalty and recognition with users making them come back for more visually appealing updates. We’ve compiled 3 of our best tips on how to gain value from Pinterest:
1. Get first hand insights
Pinterest works similar to the old-fashioned scrapbook. Your brands’ followers are pinning, collecting and posting about anything they love, relate to and are inspired by. This is an exceptional opportunity for you to gain valuable insights, so make sure to look at your followers, spend some time to discover what they are pinning and sharing and who else they follow. Your audience is voluntarily displaying information about their lives – don’t miss out on collecting some of the scraps!
2. Promoting a lifestyle is your targeting strategy
Pinterest breathes life into brands, allowing the particular product to differentiate itself from the rest of the crowd. This becomes a true secret garden of explorations for the audience, who can discover the idea behind their favourite ice cream or clothing brand besides looking at beautiful product photos all day. On Pinterest, the brand takes their audience by the hand and exposes their brand’s essence and valuesthrough pins and images that fits into the consumer’s lifestyle. A furniture brand could for instance post images of rooms, kitchens and décor inspiring their audience to think about redecorating.
3. Competitions that engages an audience
If there is one thing that can create audience engagement for a brand, it’s contests. Consumer give-aways are always welcomed and they manifest a positive buzz around your product. Pin it to win it campaigns are popular with followers. For instance IKEA asked their followers to make their own IKEA playbook, where they could pin products on their wish list for a chance to win gift certificates. IKEA increased their follower-product interaction as well as gaining useful feedback on popular models in their wide product range. Competitions promote and distribute product images across thousands of interactive moodboards – a simple way to gain maximum exposure with a large audience.
So, what are waiting for? On your marks, get set and start pinning!