Since its official launch in 2010, Pinterest has continued to make an effort to become more brand-friendly. This year they introduced a few significant key features, designed to help businesses reach their audience. These changes include smart search, promoted pins, verified accounts, and most recently buyable pins.
Those familiar with Pinterest know that this platform is a haven for users, of all interests, to try DIY projects, new recipes, booklists, learn new skills, and more. Users spend hours pinning, repinning, and building new boards for their Pinterest accounts. This social platform is a great way for visual brands to share their products, advice, and services with a large number of people. The question is: how does a business become relevant on this platform and engage with its audience?
The 10 Commandments for Businesses on Pinterest:
- Thou shalt share at least 5 pins a day.
It is important to maintain a constant trickle of pins over the course of a 24-hour period. Pinterest feeds will show your pins in clumps if uploaded at the same time. However, one pin every few minutes or every hour will bring in results. Tight on time? There are a few great pin scheduler apps available like Tailwindapp.com. This will help you schedule out your pins in the right frequency to ensure that your pins are being noticed. Allowing space between pins helps you reach multiple audiences, especially if you use new keywords (see #2).
- Thou shalt use keywords to improve reach.
Get into the mindset of your audience. Try to use terms that they will use in searches. Be sure to include the selected terms first on your board names, and try to use the same words in the description. This will significantly improve SEO and boost engagement rates.
- Thou shalt use analytics to make informed decisions.
It is important to tap into the analytics feature. It is great to see what is working and what is not. This will help when you want to try new content, times or keywords. Pinterest analytics offers engagement rates, views, and audience insights.
- Thou shalt engage with pinners with comments, favorites and repins.
When you engage with your audience you automatically place your brand onto their pins. More comments, likes, and repins, lead to more coverage and more coverage redirects viewers to your brand’s page. While, this does not mean that you need to like every pin, it is important to stay involved with your pinners.
- Thou shalt keep visual content consistent.
This is one of the most important commandments, as Pinterest is a visual community. Ensure that your pins are the right size and reflect your brand. If you have a lackluster photo you won’t get noticed.
- Thou shalt demonstrate expertise within your industry.
Pinterest thrives on sharing insider tips and tricks. Pins that share new information are often the most successful. This is because Pinterest is used as a place to reference ideas. Use content that people will want to look at again. The average shelf life is a lot longer than other social media sites like Twitter and Facebook. A pin will still receive engagement between 7 and 30 days.
- Thou shalt not stress over the number of followers.
There are endless benefits to harvesting a high volume of followers. Just be aware that numbers are not the end-all for a successful business account. Repeat the phrase, “quality over quantity” when you think about social media. Your brand's value on Pinterest is determined by the amount of repins, comments, and likes.
- Thou shalt use links.Links are great to gather more information about clicks.
Pins are designed to link back to the original source. If you would like to include a link in your descriptive text, use bit.ly or any other link shortening and tracking service.
- Thou shalt make an effort to craft engaging captions.
Pinners will read your pin description to determine if the pin is worth engaging. There are thousands of pins readily available. If the caption sounds like a cold-call, you can expect they will continue to scroll past it. Captions are there to excite your pinners and cause them to want to read or learn more.
- Thou shalt have multiple boards.
It is very important to have multiple boards that offer a variety of related content. Multiple boards allow your brand to show other elements and pieces of your brand’s identity. It helps improve SEO and SEM because you have more content circulating through Pinterest’s algorithms, as well as seeding keywords.
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