Pinterest has come quite a long way since its launch in 2010. From its initial user base of just 10,000, the search-oriented social network has steadily grown to its current audience of 478 million over the past decade. With more than 5 billion monthly searches, the platform has evolved into a mainstream hub for ecommerce.
By regularly altering its algorithm, Pinterest incentivizes brands to differentiate themselves as unique and inspiring purveyors of content. At STIR, we are constantly monitoring such changes across all social platforms. The social media landscape continues to challenge us as marketers to find new ways that resonate on a deeper, more emotional level with our audiences.
Here are three ways your brand can foster a strong relationship with the Pinterest community and use the network to your advantage.
Leverage what makes you unique
Pinterest users typically come to the website for either visual inspiration or to curate specific content via search, which has been the predominant use case for the platform recently. This provides an opportunity for brands to capitalize on various ways to differentiate themselves. For example, a brand may have a unique story to share about the assembly of a flagship product. Or perhaps your brand is widely considered a subject matter expert on DIY bathroom projects. That’s a perfect opportunity to share educational content for the at-home handyman.
As you plan out your content strategy, ask yourself:
- Who are we as a brand?
- What do we stand for?
- What market need(s) can we fulfill?
This is where a bit of self-reflection is in order. Before you begin, determine what makes your company interesting, and then develop content that tells your brand’s story in an effective way.
Curate your content to reflect today’s trends
Understanding how your brand fits into current industry trends is another way to closely elevate and optimize your Pinterest content strategy. For example, hard seltzer brand BON V!V wanted to introduce its zero-sugar canned beverages to the marketplace by leveraging social media marketing. To penetrate an already crowded marketplace, BON V!V aligned with the “cozy brunch experience at home” trend, capturing vibrant photos of appetizing, aesthetically pleasing brunch meals. They featured their boozy sipper as the “it” brunch drink in each of the images and saw amazing results. The brand witnessed 100% full-funnel statistically significant lifts across five major metrics:
- Brand awareness
- Pin awareness
- Message association
- Brand favorability
- Purchase intent
Being bold and trying multiple ways to fit your brand into current consumer trends will not only separate you from the competition, but also drive interest and sales.
One great research tool that can help is Pinterest Predicts. While staying on top of ever-changing trends can be time-consuming, the platform has approached this common problem head on. Through the innovative prediction tool, Pinterest gathers and evaluates platform data to make informed estimations on what will be trending in the near future. Using predictive tools like this provides brands with an advantage when crafting their social content strategies.
Recycle “old” content
Reposting content that performed well in the past is a simple yet effective strategy. In fact, the evergreen approach often extends the longevity of content. Evergreen content can be reused annually, as the nature of the platform allows for a more permanent shelf life. Given the search engine functionality of Pinterest, specific terms can curate content on any given topic. For example, you may own an online personalized gift store and want to promote your Father’s Day products. Creating and sharing a blog focused on the “Perfect Holiday Gifts for Dad” has the potential to appear in search results continuously when people are searching for unique presents for their fathers. Pinterest allows this type of content to stay visible longer, which ultimately increases its overall lifetime value.
Pinning user-generated content (UGC) from current customers is another powerful way to elevate brand awareness. UGC positions your brand to be actively involved in the conversation. Additionally, joining Pinterest groups that are relevant to the products and services you offer allows your brand to be a proactive member of these online communities.
Evaluate goals for your Pinterest strategy
Now is the time to ask yourself: Are you doing everything you can to make sure Pinterest is working for your brand? Are you reaching the audiences who truly want to hear what you have to say? If you’re interested in learning more about how Pinterest can help amplify your brand’s voice, give us a shout. We’d love to help get you started.