Most marketers are aware that Pinterest can take a website from unknown to super successful with a single pin. However, up until now, finding the secret formula for content that will take off and go viral has been largely based on experiment. Marketers have been scrambling to find a way to reach the largest market possible using Pinterest as the medium.
While there’s no surefire method for finding Pinterest success, using the right combination of content, images and infographics seems to key. Follow the tips below to create pinnable content that meets or exceeds your expectations for the network while reaching the largest audience possible.
Content marketing is important. It’s a way to increase search rankings and to be shared across multiple networks and social media platforms. It’s no different on Pinterest. But, just like old content cannot be relied upon to drive new traffic to a website, it can’t be relied upon to gain attention on Pinterest. If a site is not regularly updated, there’s nothing new to share on the network. This puts any company looking to maximize reach on Pinterest at a disadvantage.
Whether your brand creates and sells a single product or an entire line of retail goods or services, new content is a necessity. If a pin is not a success the first time, it can’t be relied upon over and over again. Instead, new content should be produced on an ongoing basis and regularly pinned to your brand’s account. Using searchable keywords and images that speak to the content that has been created are a must. Think of information that matters to your target market; what are they searching for? What questions do they ask? What news stories pertain to their interests? Use these as inspiration for content creation.
Think about lists and actionable ideas that Pinterest users may be interested in, like this list by CopyBlogger. In most cases, those who use Pinterest on a regular basis are looking for projects and recipes—you can provide these easily.
Many Pinterest users have entire boards of images: images that speak to them, images that are dynamic, images that are humorous and so on. Visually appealing pieces of information attract users on all social networks, Pinterest operates in the same way, maybe even more so. This is also a great way to supplement content creation. Snapping a photo takes a few seconds and can have a huge impact in driving website traffic.
An image can come from a cell phone or digital camera, a novice or a professional. Just make sure it’s clear and in jpeg form for optimal Pinterest viewing.
Think of images that speak to your target audience. 12 Keys, a drug and alcohol rehabilitation center, did this with their Pinterest image campaign that used controversial images of children with drinks and drugs and the caption “They Are More Like You Than You Think.” These images sparked just enough controversy to encourage pinning while speaking to viewers in a way that content alone could not. For marketers, Pinterest images are a necessity.
Long live the infographic! This is just as true on Pinterest as any other social network. Infographics provide an easy way to break down complex pieces of information or statistics in a way that speaks to the visual side of the viewer’s brain. Because of this, these dynamic pieces of information are more easily shared than traditional content, especially on a site that operates on simplicity and visual appeal.
To create an infographic that is likely to be shared on Pinterest, think of something that your target audience could be instructed on, or a recent study that shares data and statistics that that audience would find interesting. Think of how you could break it down in a single image or “videographic” format. Use various font sizes and colors to make certain details stand out more than others depending on interest level.
An infographic entitled “The Cost of Providing Drugs to the World,” by Clarity Way does this in a memorable way. By comparing the cost of creating and consuming prescription drugs with their effectiveness and popularity based upon a recent FDA news item, the center broke down an otherwise forgettable piece of information into something that speaks to their target market while leaving a long term impression. This is exactly what an infographic should do; pieces like this are most likely to go viral on Pinterest.
In some ways, finding success on Pinterest is still somewhat hit or miss for marketers. But, because of the potential for posts to go viral, it should be a part of any strategic marketing campaign. Marketers looking to create pinnable content should focus on blog posts, images and infographics. It only takes one sharable piece of information to make an impact; don’t neglect this possibility.