I fell in love with Pinterest from the moment I first saw it.
And, according to industry response and the spike in user growth I wasn’t the only one.
We eagerly responded to this visually intoxicating social platform and went Pin crazy. We pinned anything and everything we found and liked. And in the process we probably made some questionable decisions that need to be reexamined.
Your Pinterest account is a reflection of your brand. Therefore, extra care needs to be paid when curating the images and user experience that will ultimately be seen as an extension of what your brand stands for.
Related Resource from B2CWebcast: PR Hacking: How Ideas Spread And What Marketers Need to Know
Unless you’ve been pinning responsibly, it may be worth conducting a Pinterest audit. Here are some tips for conducting a successful one:
1. Quality vs. Quantity
The purpose of boards is to organize fantastic material and ideas into groups by topic. However, you don’t need 50 boards with 200 images each. Make a list of what to throw out and what to keep. Pin things that your followers or your target followers will stop scrolling for, things they will value and want to share. Pursue quality Pins, not space fillers.
2. Recycle Material
During the auditing process, you might find a board on a general topic with hundreds of images. Take material from the existing boards and create several boards from one. Your boards should be more specific instead of simply topical.
3. Board Names Matter
Assemble new boards and nix old ones that are pointless. However, be cautious of overly symbolic board names. Board names should be playful, catchy, simple and searchable. Whether it’s just based on a color, a collection of classic ads, or a competition, think beyond the Pinterest model and build boards that represent the uniqueness and personality of your brand.
4. Avoid Dead Ends
Trackbacks really matter in Pinterest, especially when you’re pinning from your own website. Hunt for broken links and dead ends. There’s always the possibility you re-pinned something along the way that didn’t trail back to a legitimate source or any source at all.
5. The Voice
Descriptions should use your brand’s voice and the necessary wording to be searchable. Write short and accurate descriptions and only use hash tags if necessary. People might hesitate re-pinning something with a price tag, #CompanyName or #SillyDescriptor on it.
6. Think With Your Eyes
Because Pinterest is mostly visual, it’s important to make sure all of its elements, Pins, Boards, account page and descriptors, are working together to embody your brand. Think with all eyes – not just yours, but your followers’, too.
For example, board cover images should show what the follower could find in that board. Ideally, they match other board cover images to give the Pinterest account a cool aesthetic.
Finally, here are 4 brands that are doing it right.
Real Simple: Visually enticing cover boards that follow the same color palette.
Jetsetter: Specific board concepts that embody the brand’s culture.
Chobani: Creative boards ideas aligned with their audience’s needs.
Kate Spade New York: Repetitive headlines add catchiness and consistency.
How well does your Pinterest page reflect your brand?
[Image: Chobani Champions Pinterest Board]