Tag Archives: pinterest

Idea Engine: Power of Pinterest in 2017

You don’t hear about Pinterest quite as often as its flashier counterparts like Facebook and Instagram, but the social platform has proven its staying power with over 150 million monthly active users. Pinterest has established itself as a visual search engine – a place for consumers to discover, curate, and ultimately, buy products. In fact, 93 percent of active “Pinners”, or Pinterest users, use the platform to plan purchases and 72 percent use it to decide what to buy offline.

It’s not where consumers go to share pieces of their lives as they may on platforms like Facebook. It’s where they go to improve their everyday lives and solve problems, whether that’s with a new smoothie recipe or a family dinner spread tutorial. Pinterest CEO Ben Silbermann recently said in a podcast interview, “The hope is that you’ll get ideas for your real life, and you’ll close the app, get off your phone and try those ideas.” Here’s why grocers should be utilizing Pinterest to incite shopper action.

Pinterest is where food ideas come to life.

There are currently over 15 billion food pins on Pinterest, making it the #1 pin category on the platform. Each pin serves as an idea for consumers to serve at their next mealtime. Today’s consumers are more experimental and fickle with their food choices, meaning there is a whole spectrum of food styles they are looking for to see what fits their needs and interest. Make sure your brand is serving up relevant meal content that users will want to click on when searching. Pinners spend an average of 14 minutes looking at content on the platform. Enlisting social influencers to create content on your behalf helps both consumers that are merely browsing and consumers that are searching for something specific. Users are eating with their eyes: factors like recipe title and mouthwatering photography are what will drive users to click on pins featuring your products.

Pinterest is where tastemakers find their inspiration.

Pinterest is a huge platform for social media influencers and tastemakers. Collective Bias surveyed 600 of their lifestyle influencers regarding where they look for inspiration when writing about food and a staggering 86 percent find it on Pinterest. (Instagram was a distant second place with 28 percent.)

See what the top regional food trends are.

Pinterest recently published two infographics that highlight what people in each state of the U.S. are searching for, as well as the top 16 international food favorites. These findings can help you ensure you’re targeting the right regions with your food content. Looking to boost pasta sales at your store locations? Louisiana, Indiana and Mississippi over-index for searches on pasta dishes like shrimp pasta, noodle casserole, and chicken spaghetti. The rising popularity of Hispanic cuisine is also evident from this data with Arizona, New Mexico, Texas, Colorado, Kansas, Oklahoma over-indexing for searches on Hispanic-influenced dishes and ingredients. Check out the infographics for more insights that could inform your Pinterest strategies by region.

As Pinterest’s Head of Business Development Gene Alston said, the platform wants users “to take action on their passion.” Your Pinterest strategy should focus on showcasing influencer and brand content that highlights a spectrum of food types and regional cuisines with relevant recipe titles and beautiful photography. If you invest the time, your brand may be the passion of Pinterest users everywhere.

Pinterest’s New Visual Search Feature Takes Over the Web

Pinterest, mainly known for discovery, has recently become a successful social commerce platform, giving consumers a seamless experience from discovery to purchase. In fact, 93% of active pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest (Millard Brown Digital). Features like its buyable pins and its shopping cart give Pinterest a leg up in commerce compared to its fellow social networks. And now Pinterest is taking over the web, allowing Google Chrome users to leverage its visual search on any website.

How it works

Users have to install Pinterest’s existing browser extension in Google Chrome. Once added, users hover over a website image and click the magnifying glass icon, then zoom in on the exact product or portion of the image they want to search. The extension will return related images on Pinterest directly on the same screen.

What are the Pro’s and Con’s for brands?

Pro: Extends reach of Pins

For brands that already focus on Pinterest, the visual search tool extends the reach of pins to the world wide web. Users no longer have to be on the platform to discover pins. Instead they can use this Chrome extension wherever they are. The beauty is that it drives users back to Pinterest without even being on the platform.

Pro: Optimize product photos for search

Just like SEO is a thing, VSEO (Visual Search Engine Optimization) will become a thing. How can we optimize our photos for visual search? Influencers and brands must consider this when featuring product and lifestyle photos. Be sure to have high-quality images along with relevant details in the description.

Con: Slow adoption for current and new Pinterest users

Although Pinterest has 150 million active monthly users, a potential disadvantage for this new feature is slow adoption of new users. The extension also requires a change in consumer search behavior. With some education and time, we think this will catch on as the feature only presents a more convenient and seamless experience for shoppers.

Con: Requires competitive pricing

This feature creates a new form of shopping for users, and puts pressure on brands to stay competitively priced. Nearly 80% of the entire US population has made an online purchase, and 71% say they shop online to get a better deal. Pinterest’s extension upgrade will force retailers and brands to stay as competitive with pricing as possible.

Pinterest is inherently a search engine. While Facebook and Instagram are doubling down on creating a more relevant content experience for users, Pinterest is investing in optimizing the search experience and creating a seamless experience for social commerce.

The Weekly Bias: Augmented Reality Becomes More Common

Snapchat and Facebook dive deeper into augmented reality, Pinterest adds search ads for brands, and influencer marketing targets an older market in this week’s Weekly Bias.

Snapchat Makes the World It’s Virtual Stage

Snapchat has spent millions of dollars to make augmented reality more world scale. With it’s new filters and lenses, Snapchat will be able to recognize objects and wrap them in AR filters, essentially making pretty much any object an advertisement. This opens the door to countless brand opportunities as Snap, Inc. gets set to go public. Read more on these upcoming AR features on Engadget.

Facebook Opens Selfie Masks to Brands

Facebook continues to release new features similar to those of its younger brother Snapchat, and branded selfie masks are just another of these features. Hollywood executives are in talks with Facebook to use branded selfie masks to promote upcoming films, recognizing the broad reach of this ever-expanding social media platform. Read more about these new branded selfie masks on Ad Age.

Big Brands Test Pinterest Search Ads

Brands like Target, eBay, and The Home Depot are among the first to try out Pinterest’s new search ads feature. Because Pinterest is a visual platform, Pinterest has created a way to use Google’s content of ads. Brands can create visual and keyword campaigns, allowing them to capture more of the 2 billion monthly searches. Read more about these new features on MediaPost.

Influencer Marketing Isn’t Just For Millennials

Millennials aren’t the only group of consumers who can be reached through influencer marketing. Baby boomers and Gen Xers are technically savvy, and brands might be missing a huge consumer base by not targeting influencer campaigns accordingly. Take Facebook for example: Seventy-three percent of adults ages 30 to 49, 63 percent of adults ages 50 to 64 and 56 percent of people 65 and older use Facebook. Read more about this consumer group prime for influencer marketing on mySA.

ADDITIONAL READING:

The Weekly Bias: Targeting Pinterest Users as Holiday Shoppers

‘Tis the season for holiday shopping! We are less than one week away from Black Friday, which officially kicks off the holiday shopping season, and Pinterest has become a valuable resource for creating shopping list and for online holiday shopping. This week’s Weekly Bias showcases several influencers how have created highly pinnable, and highly shoppable content, perfect for brands targeting Pinterest users for holiday shopping.

Holiday Bake In The Fun with Walmart:

Pinterest users shop for more than tangible gifts on the platform. They shop for holiday baking ideas! Our influencers partnered with Walmart to share delicious ways to bake during the holiday season.

Pinterest users will spend 2x more than the general public this holiday season. Click To Tweet

3M Scotch Tape Holiday:

Of course shoppers want all their gifts to look as good on the outside as they are on the inside. Pinterest users search for wrapping paper ideas, and our influencers partnered with 3M Scotch Tape to share DIY gift wrap.

Starbucks Recipes with Giant Eagle:

According to Pinterest, 271 million Pinterest users search for holiday food and drink. Our influencers purchased Starbucks from Giant Eagle stores and created recipes perfect for holiday gatherings.

American Greetings Holiday:

With 67% of Pinterest users saying Pinterest plays an important role in their holiday shopping, greeting card companies are among the types of products users will be inspired by. Our influencers showcase American Greetings Holiday cards in creative ways.

For more on how your brand can capitalize on holiday traffic through Pinterest, be sure to check out this helpful infographic from Marketing Profs.

How to Become a Pinterest Rockstar

Written by Jill Robbins

Pinterest is one of the fastest growing social network sites out there. If you’re a blogger or a business, you need to be on Pinterest.

Here’s some tips on how to be a Pinterest superstar:

  1. Get a business account and apply for rich pins

This boosts your Pinterest credibility and gets your pins in front of more people. Do an internet search for “Pinterest for business” and “apply for rich pins” and you’ll be in up and running in no time.

  1. Organize your boards

If you don’t have a board for your website or blog posts, make one. If your website is called Kate’s Cupcakes, you need a board called “Kate’s Cupcakes” or “Posts by Kate’s Cupcakes” or something similar. This should be the first board listed, followed by boards that match the topics that go with your blog or brand. Kate’s Pinterest page might have “Baby Shower Cupcakes” or “Birthday Cupcakes” in the second and third positions. Any seasonal boards should be moved near the top: for example, “Christmas Cupcakes” displayed prominently in November and December.

Any personal interest boards (i.e. travel, music, fashion) are displayed after the blog or website’s boards. You can (and should) reorganize your boards periodically.  I have a “back to school” board that I move to the top in August because that’s what people are interested in around that time of year.

  1. Find group boards in your niche

If you’re a parenting blogger, find parenting group boards to pin to. If you’re a food blogger or fitness blogger, same deal.

Group boards have a little icon with two people on the top right of the board description. Most group boards have a description to list out how you join the board and what the rules are. Scope it out before you join to make sure your content is a good fit. Are you comfortable pinning what you see there? Boards with large, active membership means more eyes on your pins.

Group boards give you a Pinterest boost, but you have to give to get. Don’t “dump and run.” Be an active pinner. Your fellow pinners and Pinterest will reward you.

One word about group boards (and pinning in general): click through and look at the content before pinning based on the image. Once you pin something to one of your boards, it’s a reflection of you, whether you created the content or not. Besides, clicking through to the post helps boost your fellow bloggers and website owners and that’s a nice thing to do.

  1. Make Pinterest-friendly images

Pinterest likes long, thin images. I recommend PicMonkey or Canva. I like to use 800×1400 for pins. I make my pins look similar: I vary the color and image but I stick to the same layout and fonts, for branding purposes. You want people to be able to know a pin came from your blog or website just by looking at it.    

  1. Write a killer alt text

You’ll find this in the “add media” section of the back end of your blog or website. Enter the title of your blog post or article and a description of what it’s about. Writing a descriptive alt text (along with an appropriately sized, attractive image) is what makes your pin stand out and makes people want to click.

  1. Name your boards appropriately…

…and include a description of what the board is about. It’s fine to get creative with board titles but make sure you’re giving readers an accurate idea of what the board is about. If you name a board “Razzle Dazzle” and the cover picture is a pie, your audience will probably be confused and pass it by.

These tips will set you on the path to becoming a Pinterest superstar. Keep looking for more opportunities to learn how to make Pinterest work best for your blog or brand…and happy pinning!  

About the Author: Jill Robbins is a published author and award-winning writer, speaker and wine snob. She writes regularly on her blog, Ripped Jeans and Bifocals. You can keep up with her on Facebook and Twitter.

Pinterest as a Marketing Tool

Over 30 million Pins throughout Pinterest recently became buyable. Now that consumers can purchase products within Pinterest, should retailers jump on the bandwagon? The highly addictive platform is often the first stop for consumers researching purchases. The convenience of tapping the blue ‘Buy It’ button marries the shopping and buying process, allowing browsers to buy it now – pure instant gratification. In addition, it is FREE.

Brands like Macy’s, Neiman Marcus and Nordstrom went live the first week. The Pinterest partnership with Shopify and Demandware enables small retail businesses to enter the Pinterest selling game. Being an early adopter might just improve the bottom line for retailers large and small this year.

Video by Pinterest

How does it work?

Buyable Pins appear in the home feed, in the search and category feeds as well as boards. When a Pinterest visitor (Pinner) spots a pin with a blue price, they can buy it right from the app. They can scroll through more images from that retailer with the ‘see more’ feature. They no longer have to visit the retailer’s website to make a purchase. There is also a price filter to sort the price point of buyable pins. There are search categories, including “Shop our picks” — a curated selection of seasonal goods — and “Shop” for the latest buyable Pins.

pin 1

Image from Pinterest

When a Pinner makes a choice, they simply tap on the “Buy It” button to pay with Apple Pay, PayPal or a credit card. The product is shipped for the same price the Pinner would pay on the merchant’s website. It’s that simple.

Mobile Devices Only For Now

Pinterest says, “More and more people on Pinterest are using it on their mobile devices. But, it can be hard to make purchases on those devices. Buyable Pins work so seamlessly on mobile, they’ll help you close the sale right when someone has the impulse to buy.” The simple, secure checkout is just for mobile. “If you’re in the U.S., you’ll be able to discover more than 2 million Buyable Pins on your iPhone or iPad at the end of July. If you’re on Android or using your desktop, you’ll see them in future releases.”

Buyable Pins are currently only available to select U.S. retailers or businesses using commerce platforms Shopify or Demandware. If you are interested in creating Buyable Pins to sell your products, there is a waitlist sign up form.

Pinterest Buyable Pins – a Powerful eCommerce Tool

Amy Callahan, Co-founder and CCO of Collective Bias writes in a Huffington Post article, “It isn’t enough to just put your hashtag on other marketing materials and assume that shoppers will know what to do with it. You must give them an action to take, especially a sharing action encouraging them to share their own experience with the brand or with friends and family.” She explains the future of social media marketing, “Within the next five years, social media spending is projected to represent 21 percent of the overall marketing budget. But don’t just check the social media box – spend time to really understand your shopper’s new path to purchase. You might be surprised and learn the audience you intended to target is totally different than the one you should target online. Once you have determined how your audience behaves online, seamlessly integrate targeted, relatable and engaging content into your overall shopper marketing campaign to see the highest return.”

The newest way to buy may prove to be the best way of attracting new customers while cultivating existing customers. Marketing plans are being updated to include Buyable Pins. If a retailer selects a “wait-and-see” attitude, they may find themselves seriously behind in a few months as Pinners discover and forge relationships with early adopters.

For more information, visit Buyable Pins on Pinterest.

Social Media Best Practices on Pinterest

Pinterest can be a really important and valuable social network for bloggers and brands. However, the uses are so different than other social networks like Facebook and Twitter, that it can be difficult to master. In our infographic, we’ve outlined the basics that you need to know to get started and up your game on Pinterest.

One of the main keys to succeeding on Pinterest is recognizing that its main purpose isn’t a newsfeed, like Facebook. Think of it as a search engine. While the feed of people users follow is important, making sure you have the right keywords to show up in search, and you have a commanding visual presence in the search results are more important. Your visual presence is equally important in the newsfeed as well.  So think vertical images, not horizontal. Make your images 600 or 735 pixels wide, and make them long.  The longer the image, the longer it shows on the page as someone is scrolling down! That means people have more opportunity to really pay attention to your content.

When it comes to the content of your image, infographics, like this one, perform well. But really anything unique and eye-catching for the user will do well. Overly branded or self-promotional content is easily ignored. Pinterest eschewed all ads for a long time for a reason – we program our brains to ignore them. Don’t be your own worst enemy by simply placing graphic ads as pins on Pinterest.

Your pins should be useful and should link somewhere. Resist the temptation to simply place pretty pictures on a board.

Finally – be a part of the community.  Find interesting things that are in your niche, or relevant to your brand and repin them to your brand’s own interest boards. People take note if a major brand repins their stuff, and will often promote your brand for you as they thank you publicly. Work with influencers and shared board communities who will reshare your content, as your reshare theirs. Above all – keep the user’s interests in mind. Is your content interesting, and does it tell a story that people will care about? It’s rare that a brand produces the kind of rabid fandom necessary for a board all about the brand to work. Create boards with shared interests. For instance, if your company makes baby diapers, a board dedicated to parenting hacks, baby room decor, or even Mom & Dad date night ideas could really work for your audience. You don’t even have to produce the content, just repin it from other influencers!

Download the PDF here

Social Media Best Practices on Pinterest

Infographic by Brandon Lyon

 

How To Use Promoted Pins

Written by Ericka Chatman 

You should know by now that Pinterest is an excellent source of traffic for bloggers especially if the images are pin worthy. I’m sure you’ve read numerous articles stating how to use Pinterest, how to create “pin-worthy” images, and how to organize your boards. Today I’ll teach you how to use Promoted Pins, and share with you my experience.

What exactly are promoted pins?

A promoted pin is a pin on Pinterest that is a promoted ad. Just like Facebook ads or Google Adwords, promoted pins run on a CPC (cost per click) basis. You can set the campaign up with daily budget, or designate a particular timeframe in which you want the ad to run. A good thing about promoted pins is you only pay when someone clicks through to your website from the ad.

What are the rules?

When promoting pins remember to be strategic. Pinterest wants you to be authentic when promoting your pins. That means you need to choose pins that are worth pinning. If you’ve gotten a few repins on your post try promoting it. There are a few rules which include, no price listing, no promotional information, no calls to action, no service claims, and make sure your content is not deceptive in any form. For example, posting a picture and the content doesn’t support what is being stated once the person clicks through to the website.

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How to Promote Your Pins?

Start by selecting one of your recent or popular pins to promote. I’d suggest using a post that you think goes well for the season, for example, summer is getting close so promote one of your summer themed ideas, or a good post that you want to get more exposure on.  Pinterest gives you a list of your popular pins to choose from, but you can promote any pin that you’d like. Searching your Pinterest analytics can also give you pin ideas to choose from.

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After choosing the pin to promote, the next step is adding your details. As you search a keyword or phrase Pinterest propagates results and phrases that people might search. You can add as many terms as you’d like to help your ad show up in search results.  As you choose your search terms and keywords, Pinterest shows in the upper right hand corner the estimated weekly impressions you should get.

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Next, choose your audience.  You can choose who you want to see your promoted pin based on gender, location, device, and language. I set my language as English, and the location as the United States.

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Choose your CPC (cost per click) bid, your start and finish dates (your finish date is optional), and daily budget. I did an experiment promoting a few of my pins to see if using  “Promoted Pins” was worth the time or money.  I set the CPC to $0.05 per day (Pinterest recommended), my daily budget at $5.00, and ran each campaign for 4 days.

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After you click “Promote Pin” you have to agree to the terms of service, and set up your billing options. Your pin also has to be approved by Pinterest. The approval process takes anywhere from a few hours to 48 hours.

How do you know if it’s working?

After the first day I noticed that one of my pins was getting a lot of traffic. I woke up to 600+ views on that particular post and it continued to grow throughout the day. One of the pins had very little traffic so I went back to the promoted pin dashboard edited the keywords, and I saw a boost in traffic the next day. Also, make sure to do some testing. Creating different images for the same post, and changing the description of the target keywords may help.

How to Track Promoted Pins?

On the promoted pins dashboard you’re able to see the number of impressions, repins, total amount spent (so far), clicks and visits, activity, and the click through rate.

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Is “Promoted Pins” Worth It?

I don’t have a huge Pinterest following so in my opinion it’s worth a try. On one post I got 16.72k impressions, 105 repins, 833 clicks, my CTR was 5.07%, my average CPC ended up being $0.01 per click and I only ended up spending $10 of my budgeted $20 for the four days. My promoted pins continue to get exposure, repins, and traffic after the campaign ended.

Pinterest promoted pins can be a great resource to gain exposure to your website and hard work. Remember to do things strategically, and plan your pins so you’ll have good experiences with the service. Keep in mind that it’s a new platform so there still may be kinks. Some of my pins for the experiment performed really well, and some duped.  I say proceed with caution, don’t set your budget too high when starting, and have fun learning something new.

About the Author: Ericka Chatman resides in Kansas City, MO and writes at Ericka Saves, a money saving lifestyle blog committed to helping people “Live a Fulfilled Life On Less.” She has a Bachelor of Arts in Journalism from University of Missouri-Kansas City. She enjoys spending time with her family, cooking, writing, and learning new social media platforms.

 

Weekly Bias: All About Ads

Another big week of announcements from some off the biggest names in the social media world. The biggest news this week all had one thing in common: Ads! As marketers, we are getting some pretty cool new toys to play with.

Pinterest announces Buyable Pins

If you’re a Pinterest user, you likely know what this means: empty bank accounts and credit card debt. Pinterest is a great place to discover awesome things, and now when you discover an awesome thing you want, you can buy it right from Pinterest. Pinterest will not take a cut of the sale, but expect brands to pay to promote their buyable products. It will be interesting to watch how this plays out – in our own testing, Pinterest Ads were really expensive for the results. Perhaps this button will make that more worthwhile. (Source: Pinterest Blog)

Instagram also announces Buyable Pins Images

It’s a big week for buying things! These new ads allow several types of direct response actions, including Learn More and Buy. They’ve only recently offered ads, and it remains to be seen if this new format will actually make money for Instagram and Facebook. Given the wealth of information Facebook has on us, it’s definitely worth considering if you have a social ad campaign with pretty pictures planned on Facebook, or another social network.  (Source: Instagram)

Google Now on Tap hints at the future of Ad Targeting

Google Now’s new On tap features in the upcoming Android M allow Google to scan your emails, texts, and pretty much anything else on your phone to understand what’s going on, and what will soon be happening in your life, and help you out with reminders, directions, or dinner reservations. What does this mean to marketers? Intent-Based Ad Targeting – the holy grail of advertising. (Source: Collective Bias Blog)

Tumblr makes it easier to find the perfect GIF

GIF’s are pretty much the greatest thing ever for reacting to emails, sharing your thoughts, or making a joke. Tumblr’s new GIF search feature just made it a lot easier to find that perfect reaction GIF. Enjoy. (Source: The Verge)

The Weekly Bias: Google and Twitter Team Up

Written by Rachel Majors

Event features, video ads, Twitter mobile searches…oh my! Here’s what’s going on the world of social media this week. Let us know what other social topics you found interesting in the comments below.

Facebook is working to improve events feature

Facebook events should be getting more user-friendly in the next few months. The social platform has big plans to revamp the way events are created, viewed and featured. Facebook is also working on the idea of a separate events app. Updates will allow users to see who has looked at invites as well as invite non-Facebook users to events. One-on-one chats and event sharing will be available in the Messenger application to help users efficiently communicate with one another. Facebook events are a great way to connect with people all over the world and some brands are even using them to sell products. We’ll be on the lookout to see how effective the changes are in the future. [Source: Ad Week]

Video ads now available on Pinterest

Pinterest has updated their advertising options with new mobile video ads in user feeds. Video posts will play when a user scrolls over an ad and pause when they move past it. This addition should catch the attention of users and create a more interactive advertising experience. In addition to video ads, Pinterest is introducing two new pricing options, paying for engagement or by action. The platform is moving quickly with advancing promoted pins after taking eight months to offer the service. It will be interesting to see what Pinterest does next. [Source: Recode]

Google and Twitter advance mobile searches
Your tweets could start showing up in Google mobile search results. Google and Twitter recently teamed up to make tweets more accessible. Users can now Google a twitter handle, specific tweet, trending topics or hashtags instead of searching Twitter. The update provides an opportunity for Twitter to reach a wider audience. Twitter is working to reach more users and is hoping that Google, the largest search engine, can help with this. It’s refreshing to see two platforms working together instead of competing for user traffic; we’re interested to see the collaboration in action. [Source: Mashable]