DTC 346: Pinterest

Don’t Put a Pin in Pinterest

🎯 Pin this instead!

Pinterest is making it easier than ever for brands to share their ideas and ad campaigns with unified Pins. 

Now, Pins combine the creation flow of different formats with images and videos into a single experience. Not only is the creation flow easier, but there are a couple of new features to note. 

So, why hop on the Pinterest hype train now? We’ve got the latest feature drops and eight tried-and-true tactics to grow your brand one Pin at a time. 👇

🪀 New toys and old favorites to play with

Features previously locked to specific Pin formats and business accounts are now available to all users. 

1️⃣ Links: Direct traffic to other platforms like your websites to secure that conversion.

2️⃣ Post-publish editing: Made a mistake? Don’t fret. Fix that typo after you’ve published your content.

3️⃣ Flexible aspect ratios: Experiment with different creative formats to connect with different audiences and embrace different aesthetics.   

You’ll still have the expressive elements to experiment with, like music, text overlays, and stickers to Pins to support your brand’s vision! 🥳

This is your brand’s chance to realign your creative with Pinterest’s platform to start curating a highly engaged community capable of spreading your brand’s name far and wide.  

⛓️ Link up

If Pinterest is new to your brand, you’ll likely have more established ecosystems and flows on other platforms. Send new Pinterest traffic to them by linking all of your content to those platforms and increase your brand’s reach further into the Pinterest community. 

Browse competitors' profiles on the platform to discover the most engaging visual content for your target audience and put your unique spin on it. If you see promising results and engagement, you’ll want to consider more native content to serve your new Pinterest community.

🦺 Stay safe

Pinterest has introduced ways for users to avoid content with specific keywords. This should draw your attention to your current SEO strategy because it won’t likely be a one-to-one translation from your other platforms to Pinterest.

Common strategies include misspellings, translations, or related keywords, but if those keywords could get you on someone’s ban list, it’s best to rephrase them or just not include them at all. 

For example, if you sell workout attire and include keywords like “underwear,” that could limit your brand from more modest Pinterest users.   

🤝 Tried and true

Though these new features open up more possibilities and conveniences for brands, there are still reliable content strategies to know about as you may be entering the Pinterest ecosystem for the first time. 

Check out these eight best practices to elevate your pin game: 

📍 Get SMART. In other words, set Specific, Measurable, Attainable, Relevant and Time-bound goals to understand how well your brand can fit within the Pinterest audience.

📍 Pin engaging content. Use vertical imagery with a 2:3 aspect ratio, write descriptive copy, add text overlays or subtitles to reinforce your message, incorporate tasteful branding, and ensure all links work properly before posting.

📍 Try different Pin formats. Experiment with videos, carousels, and multiple photos to showcase your products or services. Consider sharing how-to Pins and inspiration boards to provide valuable content to casual browsers to pique their interest.

📍 Plan your boards carefully. Cater boards to specific interests and topics. Provide a healthy mix of useful, engaging, and inspiring content alongside promotional content. This helps reach new Pinners interested in different topics and keeps people coming back for more.

📍 Optimize your Pins for SEO. Use keywords in Pin descriptions, boards, and hashtags to improve discoverability. Utilize Rich Pins to pin fresh content from your website!

📍 Experiment and test other formats. Use Pinterest ads to target specific audiences based on keywords, interests, location, age, and more. Experiment with various ad formats, such as video ads, collections, and promoted Pins.

📍 Track metrics. Monitor key Pinterest metrics and analyze audience behavior to measure the performance of your content. Use analytics tools to gain insights and make data-driven decisions.

📍 Promote your Pinterest profile. Increase visibility by linking to your Pinterest profile on your website, adding the link to your email signature, cross-promoting your Pinterest account on other social channels, and sharing the news in company newsletters.

👟 Stepping up

Pinterest is an evolving platform that encourages brands and creators to evolve with it. Utilizing Pinterest's existing tools and strategies should be easier than ever, and its new tools offer further opportunities for engagement and funneling for brands to leverage. 

Are you interested in adopting a new Pinterest strategy as the platform addresses the needs of their audience? 

Have these new features attracted you to Pinterest if you’ve never considered the platform before? Let us know in a reply! 📩

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