The digital marketing strategy consists of adopting the right behaviors according to the objectives determined, the consumers targeted and the networks used. Facebook, Instagram, Twitter and YouTube are the networks most easily used by companies, but there are other platforms, such as Pinterest or TikTok, whose use is sometimes more suited to the social media strategy. We gave some tips for integrating TikTok into its editorial strategy and Instagram Stories into its social media strategy . Today, we're sharing our tips for integrating Pinterest into your marketing strategy.
What is Pinterest?
How the app works
Created in 2010 by Paul Sciarra, Evan Sharp and Ben Silbermann, Pinterest is an American image-sharing platform . More specifically, Pinterest allows you to save images around a center of interest, making it the social network for inspiration. It is used a bit like a “moodboard” in which users pin images in tables.
The platform differs from other social networks by its format since users pin content above all without necessarily interacting with its creator. This relationship to content allows images to benefit from a much longer lifespan than on other networks: a visual published on Pinterest can reach a lifespan of four months . The images are effectively put forward by the algorithm each time they are pinned, which increases their visibility.
The Pinterest website
In 2020, the platform is the third most used social network in the United States. It brings together 322 million active users each month , 50% of whom live outside the United States. Women are more present (70%) than men (40%). The 20-40 year olds are the most active users , although the age of Internet users is more homogeneous there than on other platforms. 75% of content creators are brands or media who use the platform for inspiration.
In total, Pinterest has more than 200 billion pins saved and more than 4 billion boards created. Every day, 2 million users register pins in their boards. Finally, 85% of searches are carried out from the mobile application .
What marketing strategy to adopt?
Pinterest relies on visuals, so it is advisable to upload good quality images there. It is also necessary to think of adapting the visual to the mobile use of the social network. The platform offers to store its content by table: creating tables for each type of content allows you to centralize the information of a subject in the same place. This is a good solution for gaining clarity and for directly addressing Internet users interested in the subject. As with any social media strategy, it is recommended to define your objectives and editorial plan before launching on Pinterest.
Pin informative and engaging content
Pinterest is the perfect place to showcase your expertise visually. Users like to be informed but they are also sensitive to the aesthetics of the content. Indeed, they do not hesitate to draw inspiration from the images present on the platform, so their shape should not be overlooked. The quality of the visual and the use of colors are in particular two tricks to make it stand out. In particular, it is mandatory to create your own images: iFrames and flash websites are also not recognized.
Pinterest is therefore the right place to share infographics or explanatory cards. It is also an optimal platform for promoting products : whether they are placed in a situation – like a model wearing a piece of clothing – or simply presenting a service – like a travel agency presenting a new destination – the visuals are an opportunity to highlight your specialty.
Finally, it is important to remember to add the brand name on the pins. The presence of the logo on the visual increases the visibility and notoriety of the company.
Optimize the SEO of a website
The pins include links to a website to redirect users to more information. The links on the platform are NoFollow but the visits generated by the platform indicate interest and quality information to the Google robot. According to analyzes from Search Engine Watch, a pin on Pinterest actually generates two visits to the site and six page views.
It is also recommended to associate Facebook or Twitter accounts with your Pinterest account. The website must also be optimized to encourage visitors to pin the visuals. Finally, the legend of the pins must be thought out to position itself in user searches. It is also possible to add the brand name to the title to gain even more visibility.
In addition, the visuals can be based on testimonials from the company's customers. This trick allows you to work on the notoriety of the company since it also allows you to highlight the results obtained during the campaigns carried out together.
The advantages of the Business account
The business account provides many features to optimize your Pinterest account. Numerous statistics make it possible to follow the evolution of actions on the network. This data indicates in particular the days and times at which it is recommended to publish.
The Shop tab, the “Rich Pins” or the “Promoted Pins” are yet other features to highlight its content on the platform. It is recommended to rely on these different tools to gain visibility .
During confinement, Pinterest proved that the analysis of the consumption habits of its users reflected the state of mind of the French . Beyond gaining visibility and notoriety, the platform is therefore a good way to know the expectations of consumers.
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