By Evan Varsamis, founder/CEO at Gadget Flow
When you think of advertising on social media, the first channels that come to mind are likely Facebook and Instagram. But did you know that the half-life of a Pinterest pin is thousands of times longer than a Facebook post?
Pinterest offers business accounts, along with plenty of resources to help you make the most of your posts. But with so much content going live on the platform every day, getting traffic organically is becoming more and more complicated.
However, with some of these best practices and methodologies, you can make the most of your Pinterest content -- and it starts with how you present it.
Make use of the image space.
Let’s begin with the way you design your images on Pinterest. As a visual marketing platform, Pinterest is all about playing around with images and graphics. In order to make your images stand out, ensure they:
- Take up maximum space on your feed.
- Include a lifestyle element.
Tools such as Canva have specific templates for Pinterest pin creation, which can help you create designs while hitting the optimal image size. You can, of course, try out a variety of infographics and larger or smaller pins.
If you stick to the standard image size, however, your pins will have a certain consistency in your feed. And as we know, consistent branding is important so consumers learn to associate certain branding elements with your brand.
Leverage text overlay.
Since this platform is all about visual content, you can always pair a great image with a text overlay to make it more engaging. In order to do so effectively, use easy-to-read fonts that take up less space in the overall image.
Additionally, you could try out informative pins. These are images that explain a product type and look more like a mini product manual or a detailed infographic. Either way, fonts are the main concern for text overlay -- by choosing simple, readable fonts, you will only make your posts more engaging.
Take advantage of video pins.
Pinterest also allows for video pins, which can be a great way to showcase your product features in use. When creating a video pin, choose a catchy featured image that highlights your product at its best.
Video pins take up less space in the feed, so the best way to make them work is to use a great featured image that focuses on the product with little or no text overlay.
Work on your keywords.
This may sound odd with Pinterest pins, but you do need to focus on using keywords, despite the visual nature of the platform. Focusing on keywords helps your pin rank higher on Google and Pinterest searches in general.
Start by analyzing the best keywords that go with your product in Google Keyword Planner, and then use them in the title as well as the description of your pin. You can also try using a couple of hashtags to make your post more visible in Pinterest search.
Finally, like every social network, your Pinterest strategy will be incomplete without analytics. Whether it’s through a third-party app or Pinterest’s built-in analytics tool, make the most of your pins by going through these analytics each day.
This will help you choose the most engaging time to post, as well as which hashtags to use for your pins to be sure they get the maximum reach. With tools like Buffer or Hootsuite, you can then schedule your pins in advance, ensuring you post at the right time no matter where in the world you may be.
Of course, it’s still a game of countless A/B tests and experiments to hone your Pinterest strategy. But before you start using paid Pinterest promotion and advertisements, it’s advisable to get your organic traffic off the ground for maximum ROI.
Evan Varsamis is an entrepreneur and founder/CEO at Gadget Flow, as well as an investor and marketing advisor at Qrator Ltd.