For most people, Pinterest is either a social network that has changed their life or a social network that they don’t quite understand. Many brands and social media agencies have reacted the same way, and have struggled to determine the best strategy for using this powerful but niche platform.
Some brands just don’t make sense on Pinterest, but for others, fixing a few common mistakes can quickly unleash the full potential of Pinterest.
1. Using Hand-Me-Down
Pinterest is a visual discovery network that demands premium, professional-quality visuals. Repurposing assets meant for other networks won’t work here; you must build custom assets made with Pinterest’s unique specifications and aesthetic needs in mind.
Vertical pins perform better on Pinterest. Despite the height of the pin, the width of all pins is adjusted to the same size — 235 pixels. This means that longer pins take up more room in a user’s feed. Aside from the size, there are several other factors that can improve your pin performance. According to a Curalate study, reddish-orange imagery gets roughly twice as many repins as images that are blue and pins without faces perform better than pins with them. Check out the rest of the study here.
2. Thinking Short-Term
Did you know that Pinterest behaves more like a search engine than a social network? Unlike most social networks, Pinterest indexes content for search based on keywords. As long as you include the right keywords in your description, your Pinterest content will have a shelf-life of much more than a few hours or days—it can live and drive traffic for months or even years.
Taking care to update descriptions on old pins and repins is an important task that many marketers forget to do, but pays good dividends.
3. Not Using Rich Pins
The biggest benefit of rich pins is automatic updating. Because Pinterest content can remain relevant for so long, it often outlasts changes made to your website, and no one has time to constantly update pin links and descriptions. Rich pins do the updating for you. The feature also displays more information on your pins which increases their visibility and enhances the user experience. Find out how to get started with rich pins here.
Pinterest can be a very powerful part of your marketing strategy when it is used correctly. Incorporate these tips, and you should begin to see success soon.