Over the past week, we’ve seen a flurry of articles and blog posts about how to market one’s brand on Pinterest. They all seem to validate what we’ve been recommending over the past couple of months: The fastest-growing social network is a viable medium for marketing.
In the short term, Pinterest seems to be better for marketing to women, since they account for about 70 percent of the site’s users. However, we suspect that gender on the site could balance out somewhat over time as more people are drawn by the fact that Pinterest’s growing so quickly.
But here’s another reason why creating content for Pinterest might be good for marketing targets other than women only: content created for for Pinterest also works well on Facebook, where there’s a more even balance of genders.
Facebook data continues to demonstrate that images get more clickthroughs, likes and comments than any other type of content that goes up on the site. So those images created for posting on Pinterest would do well on Facebook too.
That said, here’s some more advice about creating visual marketing materials for social media, based on the recent bounty of articles and posts on the topics.
1. Show, don’t tell. This may be obvious, but images speak louder than words on the pinboard site, although infographics that include imagery fare better than plain text.
2. Pin photos and illustrations depicting your brand, products, customers or employees. This is easier to accomplish if your business is consumer facing than business-to-business, but the latter isn’t impossible to present on Pinterest.
3. Add captions to your pins to make them Twitter friendly — click the box labeled “post to Twitter” for that.
4. Uploading images that you’ve saved to your own machine gives you more control over a message than simply copying web addresses for pinning to the site.
5. Attribute all of your source material either within each graphic or in the caption. Not only does this keep you in line with copyright laws, but showing integrity can only boost people’s trust in your brand.
6. After you’ve uploaded an image, click on “edit” above the image and you can add a URL leading to your brand’s website or page on another social media network.
7. Test whether including contact information at the bottom of your images helps you get sales from things you pin. If you put such data in the captions, then you might want to reconsider whether to uncheck the box labeled “post to Twitter,” simply because of space limitations for Tweets.
Now, it’s your turn: What other tactics have you had success with in posting branded content to Pinterest?