Wednesday

Want to Sell or Build a Brand? Here's What Works Best on Pinterest

The private Beta of Pinerly launched about a week ago and they shared some really interesting things they gleaned from analyzing their campaigns.To join the Pinerly beta to improve your views, click here.
When breaking down a single pin, each pin has: an image, a source, a description, an associated board, category for the board, and a time when it was posted. We posted many campaigns over the past week to see what works and doesn't and noticed that our most effective campaigns had some similar traits. The list below outlines each of these in detail:
(1)  Compelling image: A beautiful image just won’t cut it. You’ll need a beautiful image that either elicits value, touches a human emotion, follows a trend, or relates to one of the following basic human needs: makes them happier, richer, healthier, or gets them *cough* =). We noticed that the most “compelling” images are simple (often white background), understandable, and relate to trends or the current season (for example, one of our pins connecting to the recent “hunger games” craze received 196 click-throughs to the final blog!). As humans, we relate the easy understandability of an image to the ease of understanding the overall topic being covered. So it's no surprise that even on Pinterest, simplicity always wins.
(2)  Call-to-action description: After an intriguing image, the user viewing your content refers to the description. We posted similar images, varying the descriptions, and noticed that a call-to-action description received about 80% more clicks than the user's average pins. This means just adding a simple phrase like: “You must see how this is done” or “You should see how well this is …” or “Tutorial on how to …” or “19 ways to …”.
(3)  Post at the right times: One of our Pinterest tips states that the best hours to pin are from 8PM-1AM EST (notice that the hunger games post was done @12AM EST) – and the numbers prove this to be correct. Interestingly, it seems that pins pinned between 2PM to 4PM EST get a lot of hits as well!
(4)  Post to popular boards: This one is obvious, the boards with the most followers have a larger reach and in turn provide a larger potential for re-pins, likes, and click-throughs.
(5)  Trending topics: Lastly, our pins referring to a trending topic (our example of “Hunger Games” above or “Easter”) were extremely popular – receiving 196 click-throughs, 28 re-pins, and 17 likes. This adds to the importance of trending topics and allows you to stay-ahead and ensure that you are constantly staying relevant.
(6)  Feed back to your social networks: Twitter and Facebook are still very powerful tools and this is where your descriptions could add a lot of additional value. Using hashtags in your descriptions allows you to immediately “tag” your content on Twitter (particularly when you are posting around trending topics). We're still playing around with the effects of having hashtags in descriptions so there are no final conclusions here yet.
We’ve put together the infographic below to break down some of these stats into % value:
On a final note, no matter what kind of content you are posting, always always remember your audience. They are mostly well-educated females that are spending time looking for great new content and things to discover.