It was only a matter of time until the modern domestic goddess tackled the title of Pinterest Queen.
Martha Stewart is renowned for her brilliance in all home constituents – what’s lesser celebrated, however, is her social smarts. Demonstrating the importance of focusing on social networks relevant to your brand and message, Martha Stewart embodies the crafty, visual trends on Pinterest.
As Pinterest continues to expand within the business world, more brands are turning to the network to increase digital visibility and engagement. With over 25 million users, Pinterest is currently the third most popular social network. It’s also a proven conversion catalyst – driving more referral traffic than Google+, LinkedIn and YouTube combined.
Although Martha Stewart has several Pinterest profiles, including Everyday Food and Martha Stewart Weddings, we chose to focus on Martha Stewart Living. The Martha Stewart Living Pinterest profile is described succinctly as “Daily recipes, crafts, and inspiration from Martha Stewart Living.” Linked to their verified website, along with their Twitter handle, the profile is easily identified with the name logo image.
Encompassing a wide variety of home topics, the Martha Stewart empire has successfully identified and capitalized on niche Pinterest categories. We analyze the top three reasons for the success of Martha Stewart Living below – with the inclusion of vital network lessons for all brands.
Here’s what Martha Stewart Living does right on Pinterest:
Utilizes SEO. Illustrating the effectiveness of the search and social combination, the brand integrates SEO efforts into their Pinterest strategy. There are several elements in which this can be beneficial – starting with ranking in search. Pinterest boards can rank in search engine results if they take advantage of specific keywords and are correctly optimized. Of course, the internal Pinterest search is also important to keep in mind. This indexes profile name and information, board names and pin descriptions.
Pins Often & Thoroughly. With 122 boards and over 11,000 pins, it’s safe to say that Martha Stewart Living has all home-related bases covered. Board topics include: Cakes & Cupcakes, Meatless Meal Ideas, Dinner Recipes, Crafts, Bedroom Décor, Floral Design, How-To Videos, Classic Cocktail Recipes, Organizing Your Kitchen, DIY Décor, Great Grilling Recipes, and much more. Of course, there are also boards for every holiday, as well as those dedicated to guest pinners – like this one for Brit + Co.
Keeps it High-Quality. Images are everything on Pinterest. That isn’t dramatic, it’s honest – and Martha Stewart Living embodies this social truth. High-quality images will receive more repins, likes and comments. Where your boards are on your page can also affect their popularity. A social eye study from Mashable found that those in the top two rows – and specifically toward the center of the page – receive the most views. This infographic by Curalate further explains the science behind images posted on Pinterest and factors such as color, size and lightness that lead to repins.
Martha Stewart provides an excellent example of Pinterest Best Practices for all brands. A strong presence on the network is the result of establishing a solid profile foundation, utilizing SEO, pinning actively and incorporating a wide variety of relevant topics and high-quality content.
Have any Pinterest questions? Contact ZOG Digital today for an SEO or social media optimization audit.