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From Marketing Land - So, where are we today when it comes to Pinterest visibility? In order to take a fair sample outside of our current clients, we took the top industry keywords coming from AdGooroo for the beauty, cosmetics and CPG categories. When we look at the top 10 recurring results across all domains, we found the following results.
As you can see, for applicable categories, Pinterest is almost as powerful as YouTube and Wikipedia when it comes to visibility inside the SERPs.
Pinterest curates the Pins feed, but they choose from products that have the rich pins functionality on your website. eBay, Etsy and Shopify already have this feature integrated into their platforms but everyone else has to apply and add meta data to enable this feature. We can see this being another place where advertisers will someday be able pay to have pins show up in searches or highlighted in user’s feeds.
Carole Rains of Rustic Artistry started pinning as a hobby. She was a chef who spent long hours in the kitchen who dreamed of owning her own online business.
One board called, "Make Mine Rustic" was so popular it eventually inspired her to start Rustic Artistry. Like the board, her business is based on handcrafted furniture and decor which she now sells on her website. With over 6,000 followers, Pinterest is helping her new business grow.
Two years after Buzzfeed started to make content specifically for Pinterest. Today Pinterest is Buzzfeed’s second biggest source of social referrals, after Twitter. Pinterest traffic is valuable because it has a longer tail than other social networks.
70% or more of Pinterest's traffic comes from mobile so Buzzfeed optimized their pins. Users who come from mobile see a Pin button that appears when they hover over or tap an image. This change alone led to a 10x increase in shares.
Chobani yogurt fits nicely into Food & Drink - one of the most popular categories on Pinterest. 15 out of 25 of their boards are recipe boards. They share recipes from fans, sponsored recipes from bloggers, and their own recipes (pinned from their website).
Chobani uses Pinterest to show many ways to use yogurt in cooking and baking, including how to use it as a healthy alternative to butter, sour cream and other high calorie ingredients.
The bottom link will AUTO FOLLOW ALL, you can also put a link to a specific board with an auto follow. Or, you can simply leave a link to your profile. (Most of visitors are on mobile and want to pin directly from Facebook).
Four Seasons Hotels and Resorts uses Pinterest to introduce their line of luxury hotels around the world and to help their customers plan vacations.
Last year they launched a campaign called Pin.Pack.Go (2013). Guests and the hotel create a custom itinerary with a local Four Seasons expert. They pin together on a group board.
INTRO is moving closer to
an advertising model and there are many opportunities for businesses to help people discover your brand and products. Pinterest is expanding as a content marketing and advertising platform. It’s more than just advertising. These features give you a chance to engage with a community and expose people to more about your brand and products. @matt_siltala
62% 61% Pinterest’s ‘Pin It’
button Has now overtaken Facebook’s ‘Like’ button and Twitter’s ‘Tweet’ button on brands’ product pages. 59% 42% Of brands have Pin It buttons Of brands have Tweet buttons Of brands have Like buttons Of brands have Google+ buttons @matt_siltala
6 Billion Photos uploaded each
month Photos & Images get… More Interaction than other content More Shares than links More Likes 50% 10x 7x @matt_siltala
Videos on landing pages Increase
page conversion Rates by 90% Posts with Visuals receive 94% More page visits and Engagement than Those without 60% of consumers are more likely to click on a business whose images appear in search results @matt_siltala
FEATURES SUGGESTED PINS YOUR When
you pin something Pinterest suggests many related pins from people you follow and those you don’t). Pinterest is adding many more suggested pins. Notice what comes up and get ideas for boards or content. PIN SUGGESTED PINS PINTEREST USERS SUGGESTED PINS @matt_siltala
FEATURES LOCATION PINS People or
brands can pin things to a geological location. This makes it easier for businesses to advertise to a local audience or for local businesses. While they tend to have less followers you’re likely to get people planning a trip or dreaming of going to these places. You can create demand for your hotel, real estate company, state/city/country, attraction, festivals/events, etc. YOUR PIN YOUR LOCATION @matt_siltala
FEATURES FOLLOW BUTTONS & LANDING
PAGES Businesses can add Pinterest’s newer follow buttons (much like the Facebook like button) to their pages. It goes to a landing page. @matt_siltala
FEATURES FOLLOW BUTTONS & LANDING
PAGES Brands also have a unique landing page that showcases a few of your most recent pins. It has a unique URL that you can also use in campaigns or contests. This helps brands when they are running a contest that requires people to follow all their boards to enter. This is an easy way to do that. pinterest.com/(YOUR USERNAME)/pins/follow/ @matt_siltala
FEATURES The Gift Category gives
you more exposure for products and is a visual shopping engine. Eventually, there will probably be sponsored pins here. When only items that are available for sale are listed in this category. Most are rich pins which give details about the price and inventory. Pinterest also alerts people when the price on a something they pinned drops. pinterest.com/all/gifts/ GIFT CATEGORIES @matt_siltala
FEATURES GIFT CATEGORIES Pinterest curates
the Pins feed, but they choose from products that have the rich pins functionality on your website. eBay, Etsy and Shopify already have this feature integrated into their platforms but everyone else has to apply and add meta data to enable this feature. We can see this being another place where advertisers will someday be able pay to have pins show up in searches or highlighted in user’s feeds. PIN FEED Curated by Pinterest RICH PINS @matt_siltala
FEATURES Pinterest announced a new
Featured Category. It shows up at the top of the list of categories. These are called PinPicks. FEATURED CATEGORIES & PIN PICKS @matt_siltala
FEATURES FEATURED CATEGORIES & PIN
PICKS For example one week’s Pin Pick said: “Weekend Campout.” From this page, you can follow REI (the sponsor of the featured pins). Pinterest also suggests other brands to follow in the niche and places to visit. There are boards featured that showcase products relating to camping. Featured Category @matt_siltala
FEATURES FEATURED CATEGORIES & PIN
PICKS The page shows product pins from REI, and content from users as well as other brands that don’t compete but are related (Camper World, KOA, etc). It features camping food (as food is one of the most popular themes on Pinterest) and creates an experience and discovery tool for people based on a theme. Most Frequently Browsed Pinterest Categories: ACTIVE USERS DAILY USERS • Weddings • Kids • Science & Nature • Education • Technology • Tattoos • Videos • Geek • Celebrities • Architecture • History • Sports • Men’s Fashion • Cars & Motorcycles • Education • Place Boards • Tattoos • Science & Nature • Weddings • Videos • Geek • Technology • Celebrities • History • Sports • Architecture • Men’s Fashion • Cars & Motorcycles Ahalogy 2014 Pinterest Media Consumption Study @matt_siltala
FEATURES WHAT YOU CAN LEARN
Get content ideas, make sure to tie into something current in the boards at the top of your profile. Change them out with the seasons. Create boards relating to a theme that are popular on Pinterest. Featured Category Content Ideas Content Ideas Content Ideas Content Ideas @matt_siltala
FEATURES COMMUNITY QUESTIONS ? Anyone
can ask questions on Pins and get answers from the community. You can get an answer from anyone in the community and you get an email when you get an answer from someone. Community Answers Question on Pin @matt_siltala KILLED
FEATURES COMMUNITY QUESTIONS This is
a great way to interact with your community and get to know individual pinners or to find content. Get to know your community @matt_siltala KILLED
CASE STUDY @matt_siltala RUSTIC ARTISTRY
90% of her pins getting at least one repin 64% of her social channels traffic comes from Pinterest Visitors from Pinterest have a lower bounce rate – 55% compared to 70% with Facebook visitors Facebook, with over 4,000 Likes, accounts for 34% of her social traffic
INSPIRED TIPS Don’t just repin,
find new material that expresses your brand personality Sign up for Newsletters from Like-minded brands Look at Magazines In your niche Look for related Content on Blogs and websites Slideshows often Have great pin-worthy Images @matt_siltala
INSPIRED TIPS Find new ways
to promote your best-performing pins. Look at your analytics tab on Pinterest to see the Most Recent, Most Repinned and Most Clicked pins. Then comment on pins with something helpful or “like” them to acknowledge the person who pinned them. @matt_siltala
INSPIRED TIPS Feature your most
pinned or popular images and feature on other social networking sites. Don’t use the feature to tweet them, create a unique tweet. Same with Facebook, create a unique post. @matt_siltala
INSPIRED TIPS You can quickly
create a few of your best images together into one image to pin again or for other sites. A tool called PinThemAll.net helps make this easy. Use it to create a vertical collage. @matt_siltala
INSPIRED TIPS Do not fill
your boards with pins from your own website. Eventually you will run out of things to pin. You won’t have fresh new content to share on a consistent basis. On her “Make Mine Rustic” board, only about 5% of the 2800+ pins are from her own website. @matt_siltala
INSPIRED TIPS Pin your most
popular pins to group boards that have a strong following and are a good fit. PinGroupie and Board Deck boarddeckhq.com are tools that can help you find group boards. You can also use Pinterest search to find group boards. YOUR MOST POPULAR POPULAR PIN GROUP BOARD @matt_siltala
INSPIRED TIPS Pin content that
is performing well more than once - to another board, to a group board or even again on the same board. That way your new followers will be exposed to your best content. Wait a month or more in between pins. 1 MONTH @matt_siltala
CASE STUDY BUZZFEED According to
Dao Nguyen, VP of Growth and Data at BuzzFeed… Pinterest is BuzzFeed’s 2nd Largest social network referrer Has a much longer lifecycle than other social networks, often driving traffic to posts moths after publication More than Half of BuzzFeed’s traffic from Pinterest Goes to posts published more than 2 months ago @matt_siltala
CASE STUDY CHOBANI YOGURT 15
of 25 of their boards are recipe boards Chobani has over 113,000 followers on Pinterest They share recipes from fans, sponsored recipes from bloggers, and their own recipes @matt_siltala
INSPIRED TIPS Become friends with
your followers by helping them catch a vision of a better life with your product. “Through mouthwatering pictures and branching out from their product, Chobani has used Pinterest to become more than just a brand. They have become a friend to their customer, sharing the same hopes, goals, desires, dreams, and tastes. ” -Angela Swenson @matt_siltala
INSPIRED TIPS Leverage your social
following on other sites. Chobani tweets their pins but they don’t share them on Facebook with posts and with the Pinterest app on Facebook @matt_siltala
INSPIRED TIPS When they feature
recipes on Facebook, they could also add a link to pin the recipe. A newer feature is a landing page that has a follow all button. @matt_siltala
INSPIRED TIPS Get your fans
involved. Pin their recipes or ideas. Also consider teaming up with bloggers (who often have a broad social footprint) to create new ways to use your products. @matt_siltala
CASE STUDY FOUR SEASONS HOTELS
& RESORTS “Pin.Pack.Go” Since it launched, Four Seasons has seen a 525% increase in followers to its main account. Over 26,0000 followers. Created profiles for their more than 81 hotels, each showcasing the resort’s distinct style & features. @matt_siltala
INSPIRED TIPS They have a
board Gastronomic Travel featuring upscale restaurants around the world. They pin their own restaurants as well as others. @matt_siltala
INSPIRED TIPS 900% INCREASE in
the average number of people repinning their content every day 600% INCREASE In the average number of pins from their website fourseasons.com year over year @matt_siltala
TOP 10 TIPS 1 Don’t
only pin your own products. Once you have pinned all your own products, there is nothing left for you to pin or to keep your profile fresh by adding new content. Instead, pin around themes relating to your business. @matt_siltala
TOP 10 TIPS 2 Find
other pinners in your niche who have a lot of followers. Follow them. Repin them. This will make your own boards more interesting. @matt_siltala
TOP 10 TIPS 3 Comment
on pins of popular pinners in your niche. When you do, your logo will show up next to your comment and people who like similar content may click over and follow your boards. @matt_siltala
TOP 10 TIPS 4 When
you get comments, follow up with a comment so the person knows you saw it and that their comment is appreciated. @matt_siltala
TOP 10 TIPS 5 Don’t
just repin, find new material that expresses your brand personality. Some creative ways to find content include, sign up for newsletters from brands you align with. Look at magazines in your niche. Look for related content on blogs and websites. Slideshows often have gorgeous pin-worthy images you can use (being aware of copyright). @matt_siltala
TOP 10 TIPS 6 Use
Pinterest tools and business analytics. Examples: Tailwind, PinAlerts (so you can see what people are pinning from your own website), PinGroupie (to find group boards) and PinThemAll.net (this finds all photos on a page and lets you select which ones to pin, add your comments and reorder them into a collage). @matt_siltala
TOP 10 TIPS 7 Pin
your best performing pins to popular group boards you belong to. You can also pin the same pin more than one time, spaced out several weeks or months. In time the pin will get buried, making it harder for people to find. @matt_siltala
TOP 10 TIPS 8 Make
a collage of your most popular pins and post it on Facebook. Invite people to see more of your images on Pinterest. The two networks work well together and people who like what you do on Facebook will probably like you on Pinterest too. @matt_siltala
TOP 10 TIPS 9 Increase
your engagement. In the Analytics tab on Pinterest, open the Most Recent, Most Repinned and Most Clicked sections. Click the heart to "Like" the pins from your website that people have pinned. This is better than putting a comment on each pin that says "thanks for pinning." It's also a great way to find boards to follow back. Sort of like favoriting a tweet on Twitter so people know you saw it. @matt_siltala
TOP 10 TIPS 10 Use
rich pins. They give your brand so much more exposure and also give your community much more information and value. Example: a recipe pin regular and one that is a rich pin. @matt_siltala
TOP 10 TIPS BONUS Use
alt tags for your images because that’s what becomes your description when people pin from your website. Most people won’t change what’s there. Be sure to add hashtags and keywords so your images come up in searches on Pinterest. @matt_siltala