Essentially, Pinterest is a digital pinboard or scrapbook that allows users to save or curate images or videos from anywhere on the internet. A user simply uploads an image or video to their 'pinboard', categorised under specific topics or interests, and then shares it with their followers. Depending on their settings, any image or video that a user pins can be re-pinned by other users, creating a chain of shared content. As well as being able to pin content from other users and websites, any user can also upload their own images or videos to the platform.
Though it has largely been seen as a platform for creative content, Pinterest has recently been used more and more in a business or marketing context. Not only is it gaining popularity with businesses, it has also become a more natural way than before to promote their brands in the social space.
Businesses that have a Pinterest page have the ability to publicise their content to a massive and ever growing worldwide audience, enabling them to share their images and videos to an instant and engaged viewership. This is because of the image-centric nature of Pinterest, which is much more visually enticing than other social channels and sites.
Pinterest is thus an incredibly valuable tool for businesses and marketers to use when it comes to their online campaigns. It can be used for increasing brand awareness, building relationships with customers, and generating leads.
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When it comes to marketing on Pinterest, there are a few general guidelines and best practices that should be followed. The first of these would be to focus on creating high quality content that is visually appealing, as this is one of the key attributes that attracts viewers to the platform. It is also important to ensure that any content posted fits with the brand's overall messaging and core values, as well as being relevant to the users' interests and tastes.
In terms of tactics, it can be beneficial to run competitions and giveaways, use website widgets to integrate pins into your website and blogs, create graphics and infographics, and develop photos that can be used in campaigns such as seasonal greetings and promotions.
It is also important to reach out to influencers and other brands that have a presence on Pinterest and leverage them as advocates of your brand. Additionally, it is beneficial to tag other brands and influencers when sharing content, as this will increase the chances of it being seen by their followers and getting re-shared.
One of the key practices when it comes to marketing on Pinterest is the use of keywords. This means that influencers and other brands should be tagged with words that match the content and will generate clicks from potential customers. This could include hashtags, keywords, specific topics, and location descriptions. It is also important to use relevant links in order to drive traffic to specific pages or product details.
Finally, making sure to measure and analyse the performance of your content is also an important factor when it comes to marketing on Pinterest. By monitoring your analytics, you will be able to evaluate which pins are performing well and which need to be improved upon. This will enable you to adjust your strategy and create more effective campaigns in the future.