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Generating Value through Pinterest: Webinar Review

A few weeks ago, I had the opportunity to sit in on a Pinterest webinar led by Tom Logan and Wes Yee of Piqora, a marketing suite for Pinterest, Instagram and Tumblr. The webinar explained how brands can be successful on Pinterest, a platform that's fundamentally different from Facebook, Twitter and others.

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According to Piqora, successful brands currently use Pinterest as an extension of their website and are seeing up to a 29 percent increase in page views.  Etsy is one of the best performing brands on Pinterest. In fact, Pinterest has been so influential that is has increased Etsy revenue by 9.4 percent in the past year.

Brands’ success on Pinterest can be attributed to the fact that people love pictures, even on other platforms. Today, half of all tweets include images, and tweets with images receive twice the engagement. This affirms the need for brands to incorporate pictures into their social media efforts on Pinterest and beyond.

More importantly, brands can humanize themselves by usingpin boards. Pinterest gives fans a glimpse into the everyday life of a brand. Take General Electric, for example. GE boasts an incredibly engaging Pinterest page by offering industry-related boards that don’t drive sales, but form relationships. In doing so, GE acknowledges that even business-to-business sales involve people.

Recent Pinterest changes have opened the doors for brands to meet business needs using the platform. Pinterest has opened up more paid opportunities for brands like promoted pins, and recently released a Pinterest Business Insights API which allows a greater understanding of how consumers are engaging with brands. While only some marketing technology companies have access to API information, the data can be very useful for marketers.

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Using the API, marketers can find which products are most popular on Pinterest, which types of images work best and which pins drive sales. While the API isn’t readily available, marketers can still use the basic trends without the supporting data to create successful pin boards. Here are some best practices:

  • Study other brands: Do organic research and see what content is getting shared. From there, create boards that emulate these successful pins.
  • Identify top influencers: Start engaging with top influencers who frequently get re-pins and likes. By engaging with influencers, you give them a reason to share your content.
  • Mix original content with shared content: It’s great to post original pins, but sharing other content will encourage fans to engage with you. Fans don’t want to be bombarded with information; they want to interact and collaborate.
  • Pay attention to your notifications: See who is frequently engaging with your content and form relationships. Brand advocates develop from solid interactions and trust.
  • Pay for a promoted pin: Pinterest now allows certain businesses to target chosen pins to specific audiences. You can track the campaign and edit your pin to be more successful. Promoted pins are a great way to boost conversions and sales.

While API information is not readily available for marketers, there are clear advantages to using the baseline strategies behind the data. Regardless of your industry, the main takeaways for finding success on Pinterest are to interact, share and strategize.