Brands are still relatively new to Pinterest. I’ve been working on several brand programs on Pinterest over the last several months. I’ve come up with a few early “best practices,” based on our work, that brands should consider before launching a Pinterest program. Here they are:
Social Media Assets Matter
First, when you get permission to join the Pinterest community you will need to set it up through Twitter or Facebook (and this is a profile NOT a page).
Second, in order to grow your Pinterest community quickly it’s important to have your social assets already set up and active to promote your content and direct people to your communities
Imagery is Mission Critical
Pinterest is a virtual (Read: V.I.S.U.A.L) bulletin board, so it’s imperative to have a plethora of large, easy-to-see, high-resolution photos. Pinterest is based on this, so if your brand does not have a brand-based content it could make things extremely difficult.
Having an approach to tackle this beast is must. This all comes down to research and planning. You need to have all your ducks in a row before you can grow your community, including: a library of quality images and a solid rationale-based strategy on what imagery you will publish, why, when, how and who it will appeal. This is basically an extension of all things associated with your brand experience.
Engagement Is Key
Just like any platform, you have to be present and participate to grow the conversation. Engagement is everything from repining to writing comments on pins to liking others pins. It’s also following worthy Pinterest influencers and advocates of your brand and even inviting those users to join your community boards. And don’t forget outreach to influencers and advocates, cross promotion on social assets, strategy for writing commentary and liking, promotions and community boards, just to name a few engagement strategies.
It’s About Results
You need to set goals and decide what your successes will be on Pinterest. Is it click-thru rates to your website? Is it the number of interactions you have? It could be a number of things, but that all depends on your brand and what you want out of it. There are several platforms out there to help keep track of all these things for you (more on that to come in a future post).
What are your early findings on Pinterest, whether you have used it professionally or personally?