I am a big Pinterest fan. So much so that I signed up for a Buffer Awesome plan trial just to try out scheduling for Pinterest (I always feel bad spamming my fellow pinners with a barrage of pins). If that doesn’t convince you of the extent of my fangirling, let it be known that my partner has once remarked to me that “life isn’t a pinterest board.”
During a recent #bufferchat, I was excited to discuss this platform’s potential for promoting Hangouts on Air with some twitter friends (Hi, @jacobhenenberg & @JoelRRenner). Yes, it’s a little unconventional, but Pinterest’s particular strength in promoting the longevity of its pins makes it a valuable ally to your other social media efforts. While many of the engagements with my posts occur within a day of two of (re)pinning, I’ve found that many of the pins are liked and repinned weeks and months (sometimes a year!) after I’ve posted them up on my boards. Kevan of Buffer shares some insight into this in this recent article.
The longevity of pinned material makes Pinterest a great complement to Twitter, Facebook, and Instagram, which have a more immediate effect on engagement and conversion. A great marketing strategy that incorporates these platforms could drive interest and early engagement via the more timely platforms like the abovementioned Big 3 — articles, tweets, influencer endorsement, flashy pictures galore! — then ensure that interest doesn’t wane too much by pinning great relevant images (a little on this later), retweeting and resharing older articles, and posting images via Instagram.
Besides the longevity of pins, Pinterest is also great because:
- It has an excellent UI that is beautiful and engaging
- All pins and repins lead back to their sources, so credit’s (usually) given where credit’s due and you can drive traffic to your site even through repins
- There’s a discovery-centric ethos that runs through the site, from clicking on repins to see the boards that an image has been pinned to (great for discovering likeminded folk) as well as the Related Pins and Also on These Boards features that direct you to similar boards/pins.
- The Pinterest algorithm suggests boards that users may be interested in based on their pins and likes (look out for ‘Picked For You’ pins on the homepage)
What does this mean for you?
- Pins (e.g. rich pins) can drive traffic and conversion if they are posted strategically. Pinterest’s considerable conversion rate means that it’s worth exploring it if you’ve already got your Facebook strategy down pat. (Read this HubSpot article for some impressive factoids.)
- Consider pinning several engaging images that lead back to the same source. This gives a richer dimension to the content and ensures that more people can stumble upon your site through Pinterest’s wonderful discovery algorithm
- An engaging pin can drive traffic to your site months after your article has been published!
- A well-curated collection of boards can really set the visual tone for your brand. You can also leverage on Pinterest’s algorithm to reach out to users who are fans of similar brands
- You can focus more on content (pins) and less on follower count since even non-followers can find your pins.
But what if you’re not trying to drive sales up for a product? As I suggested during the #bufferchat, it’s entirely possible to use this great platform for even something as unexpected as a Hangout on Air!
Here are some ways I can think of:
- Complement the pre-Hangout promotion by pinning great images on both Instagram & Pinterest
- Maintain post-Hangout engagement by pinning multiple relevant images that could capture the interest of audiences who didn’t manage to catch the ‘live’ Hangout on Air (direct them to the youtube video or your site)
- Leverage on Pinterest’s collaborative feature on boards and get your Hangout guests to pin relevant material on a board. Each Hangout could have its own board!
- Compile key insights from the Hangout on Air into an infographic. (Make it vertical for extra oomph!)
- Share pins on your Facebook page to reach out to your Facebook fans who may not have known about your Pinterest page. Who knows, they may even click through to some older sites.
In any case, cross-check the demographics of your desired audience with these demographics from Pew Research Centre. Is your audience a little older, mostly female, and into arts and crafts? If so, there’s really no reason why you shouldn’t spend a little time pinning! Also, I wouldn’t worry about Pinterest being a more female-centric platform — male users are increasing by the year, and some of the best curators of pins that I’ve come across are men.
Here’s an interesting interview with Pinterest’s ex-Partnerships Chief, Joanne Bradford, and Twitter’s President of Global Revenue & Partnerships, Adam Bain, on the Re/code Replay podcast.
Some great articles: