Three Tips For Branding on Pinterest

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 values through 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.

ikea playbook

 

So, what are waiting for? On your marks, get set and start pinning!

 

 

 

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!