7 Things Your Brand Is Doing Wrong On Pinterest
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Confused by Pinterest? Frustrated by a lack of engagement with your audience? It’s common for businesses to struggle with this social media site because it is very different than others. Nevertheless, it is too valuable to ignore, quite frankly.
Pinterest is one of the most popular social media platforms for online shoppers. In fact, the 2016 Internet Trends report from Kleiner Perkins found that 55 percent of online shoppers say this site is their favorite. That’s over Facebook, Instagram, and Twitter.
Who is your likely buyer? If it is women or the millennial, you are going to find Pinterest incredibly useful. According to some data, 80 percent of Millennials say Pinterest is important to them to help them find things they want to buy and 67 percent use it to find baby and parenting products.
Here’s another important reason to Pin. According to Kissmetrics.com, “Pinterest pins are 100 times more spreadable than a tweet, with the retweet average hitting only 1.4%. And, as for Facebook, the half-life of a pin is 1,6000x longer than a Facebook post.”
Before you get ready to pin your heart out, it’s important to avoid some very common (unfortunately) mistakes that brands typically make when using Pinterest for organic social branding.
#1: Don’t Forget to Add Pinterest Buttons to Your Site
Do you have a Pinterest button on your website yet? It should be there. This is one of the most organic ways to get people to your Pinterest page and to build a following. Don’t stop there. Use it anywhere including in your stores.
Imagine this at your local Target. A smartphone scan and your customer is connecting with you on the social media site:
#2: Don’t Steal Content by Repinning Content
It’s simply bad practice to steal content. Now, that can mean repinning content as well. It is highly encouraged to repin content from non-competitors and to embrace sharing on Pinterest. However, the mistake occurs when you repin content and then change it to link back to you. That’s not going to be something your followers or customers see as a good thing.
Here’s another look at how to repin properly from Nyerr Parham who encourages Pinterest users to locate online influencers who are already getting the attention of your audience. She states, “Start by following them and repinning the content you like. Go ahead and like their pins and make thoughtful comments. This can be a good first step in relationship-building.” That’s really at the heart of repinning.
#3: Don’t Post Spammy Comments
Spam is never something you want associated with your brand. Spammy comments on Pinterest boards are a distraction and can lead to creating the wrong image for your company. In other words, do not visit other brand boards and leave comments there just to get a link back to your own.
Also important is not to use Pinterest as a marketplace. It’s not about pinning your products but rather about promoting a lifestyle that your products can create. Your boards should reflect this lifestyle.
Here, Whole Foods isn’t promoting their aisles of products, but rather what you can do with them. It’s about promoting your lifestyle, not your product directly:
#4: Don’t Forget to Pin, Then Pin All of Your Pins at Once
You’re busy and it is easy enough to forget to pin for a while. Filling your board with a dozen pins at one time, though, doesn’t look good. Instead, use tools to help you to manage your posts on a regular basis. This creates interest and value.
The Wall Street Journal’s pins are ongoing and always fresh. You wouldn’t want the latest news hours later, after all:
#5: Don’t Create a Board Unless You Can Pin at Least 5 Relevant Items to It
Here’s a simple rule to follow. When creating a board, make sure you have at least 5 items ready to go up on it. If you don’t, don’t post the board just yet. You want to ensure you have a cohesive, vibrant board to display. Otherwise, your board is like a restaurant with a one- or two-item menu. They might be great items, but it would still be disappointing.
#6: Don’t Confuse Your Followers with Random Pins
Focus your pins on topics. Create boards based on specific segments. This creates order and helps people viewing your boards to go from one to the next easily.
To get some great ideas, visit these boards, rated some of the best on the social media site:
Check out each of their numerous boards for some examples of excellent organization.
#7: Don’t Forget Who the Pinterest Audience Is
Who is the audience you are trying to reach on Pinterest? It’s young, vibrant, and looking for answers. It’s shoppers and people looking to buy after getting some inspiration. Millennials are here, too, in droves. With the right social media listening tools, you can get an idea of which of your customers are using the site and what they are looking for in pins.
Etsy is the prime place for the Pinterest audience of do-it-yourselfers: