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Video: A Close Look at How Brands Leverage Pinterest

Pinterest has over 50 billion pins and counting. In order for brands to succeed on Pinterest, their content must be discoverable.

In this video, George Kamide discusses strategies that brands can implement in order to get their content seen on Pinterest, along with examples of how brands have successfully leveraged the platform.



George Kamide:  Hi there, and welcome back to the blog. Today, we continue our social series with more on how to succeed on Pinterest.

In our last video, Price talked about Pinterest value as a revenue channel and today we’ll talk a little bit more about what it takes to succeed on the channel. But first things first, Pinterest has over 50 billion pins and counting. So, a brand’s content has to be discoverable.

Pins aren’t as ephemeral as tweets or Facebook posts. They effectively live forever, which is why Pinterest built guided search, to serve users the most interesting and relevant content. As with any search engine then, brands need to optimize their content to meet users’ queries. On Pinterest, those elements include board titles, board descriptions, pin descriptions, and images.

Board titles should target keywords. You can use up to 100 characters, but remember that in grid view, users will only see the first 20, so make them count. Board descriptions should also target keywords, but they should also clearly communicate the board’s theme and purpose. The same is true of pin descriptions. This copy should be thoughtful and give context to the image. Brevity works against you here. “Salesy” or overly promotional language are dead ends. The more detail you can give to your pin, the more chances that they will show up in search results. Pin descriptions can be up to 500 characters, but be sure you concentrate on the first 75 to 100, as they are immediately visible in grid view.

For example, let’s look at Lowe’s, one of the most successful brands on Pinterest. This board title targets the popular how-to category. The board’s description tells users what to expect, including calls to action. And finally, the pin descriptions give users a clear understanding of the image.

And be sure to use rich pins so that your brand remains associated with the image as it gets re-pinned.

After optimizing Pinterest content, brands should then take steps to ensure their websites are Pinterest-ready. Retailers, pay special attention. Your users are pinning your content and sending it far and wide for others to find. Help these pinners help you. That means use high quality images and descriptive alt attribute tags in the html.

Most pinners are using either the app or a browser extension and the pin descriptions default to the alt attribute tag, and users are unlikely to change that text before hitting the Pin It button. So, if Pinterest is a strategically important channel to your brand, then it’s worth updating these tags to something more compelling than just a file name.

That’s all the time we have for today. Be sure to subscribe to our blog or our YouTube channel. And speaking of YouTube, next up, the video sharing network.