Seeking to clean up your social media advertising and marketing strategy for the brand new yr?
To kick off 2023, we’ve put collectively a collection of the newest ideas, methods and techniques to assist maximize your digital advertising and marketing efforts, together with tips on new instruments like ChatGPT and DALL-E, and the way these evolving AI apps can help in your content material planning course of.
We’ve already coated the next components:
Our closing platform highlight is Pinterest, the discovery-focused app, which might not be as massive a spotlight as the opposite majors, however might nonetheless current important alternatives on your model.
Seeking to get a greater deal with on pin advertising and marketing? Listed below are some key ideas.
Pinterest posting ideas
As famous, whereas it doesn’t get the identical degree of focus as the opposite social apps, Pinterest, at 445 million users, is a key discovery platform for a variety of merchandise, and might be a helpful connective instrument on your model.
However it’s additionally completely different. Pinterest itself has tried to distance itself from the ‘social media’ tag, as an alternative calling itself a ‘discovery app’. Which sounds extra like Google – and in some methods, that’s how you must strategy it, by optimizing for Search engine optimization in your posts, and contemplating how visible search works within the app, with a purpose to maximize your potential at being seen.
How do you try this? Listed below are some pointers.
Trending matters
Your first level of name in creating a Pinterest technique is Pinterest Trends, the platform’s personal trend-tracking instrument which allows you to dig into how persons are trying to find merchandise like yours within the app.
Utilizing Pinterest Traits, you’ll be able to hone in on key tendencies, matters, and viewers information that may allow you to formulate a more practical strategy.
You can even examine what different manufacturers in your area of interest are doing, and see what works.
Primarily based on this, you’ll be able to then put collectively a listing of key subject tendencies and tags as a part of your Pin Search engine optimization strategy. For instance, if you first enter your chosen key phrases, Pinterest Traits will spotlight a variety of associated phrases, together with a show of their relative reputation over time.
Check out broad and area of interest phrases and see what outcomes you get, and from this, you can begin to construct an inventory of tags that you could be need to embody in your Pins, in addition to in your board description, and even your bio relying on how immediately related it’s to your model.
You can even look at particular Pins and get Pin copy examples, based mostly on those who have generated good outcomes. You possibly can then begin to construct your individual strategy on high of those foundational components.
Visible search
A giant focus for Pinterest is visible search, and displaying customers Pin matches which can be just like different merchandise that they’ve looked for, or issues they’ve scanned in by way of the Pinterest digicam.
After all, optimizing for visible search is tough – your product seems comparable or it doesn’t – however there are some issues that you are able to do to make sure that your Pins are as visually aligned as they are often.
First, you must be sure that your Pin photos are clear, along with your services or products entrance and heart. Pinterest specifically advises companies in opposition to utilizing summary photos or life-style imagery which doesn’t showcase your choices.
This may assist Pinterest’s system to raised align your Pins with associated searches, with Pinterest’s visible ID system then capable of perceive what your product seems like.
As per Pinterest:
“Use high-quality, vertical images that will stand out in people’s feeds. We recommend a 2:3 aspect ratio (e.g. 1,000 x 1,500 pixels). Other ratios may cause your Pin to truncate, or may negatively impact performance.”
Pinterest additionally advises that manufacturers ought to look to make use of textual content overlays to make their Pins stand out in consumer feeds, with concise copy that pulls individuals in.
It’s additionally value noting how Pinterest’s visible search algorithm works.
Pinterest’s system will look to categorize your Pins based mostly on a variety of things, together with visible similarity, the textual content and hashtags that you simply embody, and the titles of the boards that customers pin your content material to.
Along with this, Pinterest additionally components within the Pins that customers mostly have interaction with instantly after viewing the preliminary Pin of their course of. That helps present customers extra related content material, and it’s value noting precisely how the system works in categorizing Pin content material.
Pin element
Along with your visible components, your Pin titles and descriptions are additionally necessary.
Once more, that is an Search engine optimization-like consideration – Pinterest says that you must use clear titles and descriptions with a purpose to assist your Pin get found in search.
“You can use up to 100 characters for your title and up to 500 characters for your description.”
What’s the best description size?
There’s no definitive finest observe right here, however using this area to maximise discovery is a key consideration. One study means that longer Pin descriptions generate extra repins, so it might be value contemplating how you can make finest use of the entire discipline.
Additionally value noting that solely the primary 30-60 characters will probably be displayed in the primary Pin feed, under the title, so it’s value experimenting with each to maximise consideration.
When you’re unsure about which hashtags to incorporate, you’ll be able to enter a tag into the ‘Description’ discipline and Pinterest offers you a variety of associated ideas, together with stats on their utilization.
You also needs to have a listing of related tags out of your Pinterest Traits analysis both method.
Lastly, there’s additionally a devoted alt-text discipline within the composer, the place you’ll be able to enter in an outline of your Pin content material.
Thought Pins
A key aspect that’s seen an enormous rise within the final two years is Thought Pins, which is Pinterest’s personal tackle the Tales format.
That is now the place Pinterest is pushing video content material (i.e. now you can solely submit natural video as an Thought Pin), and like all social platforms, video performs properly within the app.
Pinterest serves over a billion video views per day, whereas the vast majority of Pinners additionally say that video content material is extra prone to affect the actions that they take based mostly on Pin content material.
So as to maximize your Thought Pin strategy, Pinterest says that step-by-step guides and how-to movies carry out properly on this format, offering additional perception into to how your merchandise work, and why your small business exists.
Pinterest advises that manufacturers ought to lead with a transparent hook throughout the first few seconds to seize individuals’s consideration, whilst you also needs to intention to maintain your clips between 15 seconds and 1 minute lengthy for optimum engagement.
So so much like TikTok clips, however with a extra practical focus.
“Plan your content like a real story, with a true beginning, middle and end, and make sure to include everything that people need to act on your idea.”
On the latter level, Pinterest says that you must all the time be sure that you fill within the particulars web page of your Thought Pin, the place you’ll be able to record issues like substances, provides, and so on.
You additionally want so as to add matters to your Thought Pin. Within the add course of, there’s a ‘Topics’ discipline, the place you’ll be able to seek for related subject tags – basically hashtags underneath a extra constrained course of.
These matters should not displayed on Thought Pins, however they assist Pinterest’s system to kind related content material.
Lastly, Pinterest additionally recommends including textual content overlay to your clips to cater to a broader vary of customers and conditions.
It’s additionally value noting that Pinterest is experimenting with various live-stream shopping elements. This isn’t a serious consideration as but, however it’s one other side to observe on the video advertising and marketing entrance.
Further ideas
- Pinterest is creating its AR virtual Try On tools, which have additionally been an enormous winner for the app. Pinners are 5x extra prone to buy from Attempt-On enabled pins, and as such, it’s value exploring the method, and if/how your merchandise could match into Pinterest’s Try On offerings (the place out there)
- Pinterest advises that you must add your brand to each Pin that you simply make – ‘Keep it subtle and avoid the lower-right corner, since that spot gets covered up by our product icons’
- Price noting in your analytics – Pin Saves are a key issue that defines algorithmic attain
- Like different platforms, Pinterest will penalize Thought Pins with seen watermarks from different apps
One other aspect which may be value contemplating is Pinterest’s separate ‘Shuffles’ app, which permits customers to create interactive collages, that may be re-shared to different apps.
That might be one other method to create eye-catching, Pinterest-linked content material, which might assist to spotlight your merchandise.
As you’ll be able to see, there’s a variety of inventive and fascinating choices to check out in your Pinterest advertising and marketing strategy, and it might properly find yourself driving important visitors for your small business, if you may get it proper.
The important thing consideration is discovery, and guaranteeing you align with key in-app search tendencies. Get the fitting key phrases and tags, together with good product imagery, and you ought to be heading in the right direction to seeing Pin success.
