Difference between pinterest and other social media platforms
As social platforms have made great inroads in people’s lives, it has gone beyond the realm of just connecting people. In these times where you have billions of users spending hours daily on social media, it has great potential in becoming the next marketplace in itself.
Be it Instagram, Facebook, Youtube or any other media sharing app, businesses have an incredible opportunity to connect with their audiences and understand what they like. You can use social media for market research, gaining insights on trends, advertising products, creating brand awareness, and most importantly, drive sales. But the question is which platform serves your best interest?
Pinterest is one such platform where all the above activities can be used to grow a business. In the following sections, we discuss some of the unique characteristics of Pinterest that differentiates it from other social media platforms.
- Pinterest is a Search Engine
As visual media reign supreme in the world of social media, Pinterest serves better than other apps in curating some of the best images and motion videos. According to a research study, over one-third of Pinterest users prefer this platform over Google search when looking for images. Like any search engine result, incorporating the right keywords can put your visual content in the top searches of the users. The absence of this feature in other apps makes Pinterest a storehouse of easily available information that users can look for.
2.Categorization of Content
If you look at any social media platform, the rule of the thumb is that post gets featured serially, one after the other. You will see a panel or a wall or a feed of posts, with no way of assorting them into groups of relatable content.
With Pinterest, this problem has a definite answer. Users can create ‘pins’ and assort them in categories known as ‘boards’. This has a clear advantage to people browsing through your content. Suppose your followers want to look at design ideas for a specific product, say t-shirts, jackets, pyjamas etc. Instead of getting a swarm of mixed content, the users can get specific information on a particular topic, if you create the right boards. This saves the user from going through hundreds of posts to find the content they are looking for.
3. Less ‘Useless’ Updates and More Ever-Green Content
The trend of posting needless irrelevant updates is gradually fading. Nothing is more irritating than seeing a post of ‘Just had lunch’, or ‘Checked-in’ or simply, people posting their to-do lists on social media. With Pinterest, users want to share information that is valuable and relevant to what other users want to see. By embedding links into visually appealing content, users and businesses can direct attention to their websites and achieve better conversions.
Pinterest ultimately gives you result that one is looking for, without ever having the need to go through useless and frustrating ‘updates’ and ‘posts’.
Types of Content on Pinterest That Capture Attention
Pinterest is a great social media platform for various kinds of media. With newer and newer formats of content features available on Pinterest, it has become a hub for gaining followers. Similarly, many businesses have started using features to promote sales, create brand awareness, and drive traffic.
Like any and every social media platform, content is essential for creating an impact on the audiences. The right type of content can capture the fancy of the followers and create a life-long association with the target audience. Let’s take a look at some of the types of creative content that will gain worldwide recognition for your brand.
- Pictures and Photos
A well-established fact in the world of social media is the prevalence of beautiful pictures and their impact on the audience. There’s a huge difference between posting pictures and posting images that have the right context, touch and filtering. As more and more users post visually appealing photos, one has to create a unique motif for posting visual elements. The best way to go about this is to choose a theme and modify pictures that remain faithful to the theme. These can be product images, scenic images, pictures with a vintage theme, nature theme or even modern motifs. The idea is to create iconic media collaterals that mark your brand in a specific way.
2. Do-It-Yourself and How-To Posts
Social media users love to search for hacks and DIY projects. With the world brought closer by social media platforms, they serve as an important outlet for creativity and venue to showcase new learnings.
Many social media users want to learn different techniques in arts, cooking, home improvement, interior décor using simple and easily available objects. Pinterest can be of great help where users can post images and content that help followers achieve the desired result. A right mix of photos and listicles can serve as one-stop-shop for many users who want to learn and adopt the creative quirks of other users.
3. Quirky and Humorous Content
Unlike some professional platforms, Pinterest works great for funny and quirky content. Memes and jokes are the bread and butter of many social media accounts. What humour does is it passes the relevant message to the audiences in one of the most impactful context: fun.
Pinterest can be used to explore the funny bone in the form of quirky photos, images and text. The important thing to remember is to keep track of recent social media trends and accordingly modify content to stay relevant. After all, there is a huge section of the audience looking for some witty and light-hearted content.
4. Cute and Adorable
Everyone is aware of what sort of impact cute animal videos have. Whether it is cat giving high-fives, jumping over a wall of tissue papers, or cuddling with their owners, such videos are an instant hit. These have been used to great advantage by the pet industry to market product such as pet food, accessories, pet bowls, home décor and many more.
Similarly, baby and kid’s videos help to gain a lot of traction. Especially if your brand is in the apparel sector or kid’s product section, cute and adorable videos can help you bring your brand to the forefront.
Pinterest Analytics lets us keep track of important analytics like audience engagement, impressions, link clicks, etc. The Analytics is divided into three sections namely Overview, Audience Insights, and video.
In the Overview report, we can select the impression, total audience, and engagements for a particular period. With the help of filters, we can select the date range, content type (All, organic, paid), and the devices. The analytics for the top boards and pins can also be determined.
The audience insights report is the one particular to know about our audiences. Categories and Interests of the audience for the particular date range, Age, Gender, Location, and device info. The audience includes all users who have seen or engaged with any of our Pins for the selected date range.
The Video report tells about the video in terms of video views, Total playtime in minutes, avg. playtime, 10-sec plays, etc.
From the audience insights, we can create a campaign, and it redirects to ads.pinterest.com. Here the Ads tab consists of various options from the drop-down menu.
From this menu, we can choose the campaign objective that best reflects our business goal. The main goals available here are Build awareness, Drive consideration, and Get conversions.
Under Build awareness, there is Brand awareness, which helps people discover our brand, products, and services. The next one is Video views,
it helps us to Promote videos to help people discover our brand and drive actions.
Under Drive Consideration, the option we have is to have a Traffic campaign. This campaign is to Increase traffic to destinations on and off Pinterest.
Finally, under Get conversions, we haveConversions to make people take action on our website.
So, for any campaign, we select the next step is to add targeting, we can create a new audience or if we have created one, that can be used. Next is to add interests like Art, Design, Men’s Fashion, etc. Under each interest, there are several subcategories to use according to the ad.
There are also many other targeting options like we can specify the number of keywords related to the ad, relevant keywords to increase ad impressions in search results, and Related Pins.
So, Finally to wrap up the targeting we have options similar to every other ads manager like the Gender, Age, Location, Languages, Devices. The Budget and the Schedule can be determined. For the optimization and delivery, we have two options for bidding, namely Automatic – here Pinterest aims to get the most clicks for our budget, or we can go with custom to place the bid (CPC – Cost Per Click).
Other options in the Ads drop-down menu are fairly straight forward. Most of them like Overview, Reporting, Custom reports, a Bulk editor are there to view the ad analytics and export the results. The overview tab here helps to see the overall ad performance factors like Spend, Total impressions, link clicks and saves. The filters allow differentiating the active, paused, completed, and rejected ads. Finally, we have the tab for billing and Ad account history.
Pinterest Engagement Guides and Techniques
Social media platforms work on engagement. This means that the secret recipe for good traction, attracting attention and gaining followers is creating engaging posts. Most social media algorithms are designed to promote posts that have been viewed by as many users as possible.
With recent changes in the algorithms, the organic following has taken a hit. Many users on popular social media platforms have seen a dip in engagement over the past few weeks. Now is the time to take a stock of things you can do to make your content more attractive and develop a following that, to an extent, will not be affected by algorithm variables.
Here, we look at some of the techniques that can be employed to get higher engagement on Pinterest.
Know your Audience and what they like
Getting to know your audience and what they consume on social media can be helpful. This takes some time to gauge your regular followers, users that like, comment, and share your post, and the demography of your audience. Based on this information, one can find out what are they looking for.
If you want to target new audiences, a search for most popular topics on Pinterest can help immensely. This year, some of the most popular topics on Pinterest have been 1. Food & Drinks 2. DIY crafts 3. Home Décor 4. Fashion 5. Art 6. Design and so on. Considering popular topics of the month/ year once can create posts that more ‘searchable’. If you are not doing this, chances are that your content will be lost in a sea of posts.
The Design on Images
Like any social media platform, Pinterest’s post gain popularity through visual communication. This means that posts that have unique creative visual elements attract more attention than anything. Some of the top Pinterest pins catching everyone’s eyeballs have certain things in common.
For example, it has been found that portraits, clear, and high-resolution images look more visually appealing and professional. Similarly, according to a study, images with lighter and brighter tones are repined up to 20 times more than other images. Unlike Facebook and Instagram, images without faces have been seen to be repined 23% times more than the ones with faces. A simple reason for this trend is that people come to Pinterest to look for images of home décor, fashion and photography rather than selfies.
The Rise of Instructographics
Instructographics are nothing but images with a step-by-step graphical description of doing something. The most common example is the booklet that comes along with furniture or lamps that one needs to assemble themselves. With the help of simple instructions, one can easily figure out how to assemble a cabinet, a table lamp, or fix a shelf.
On Pinterest, one can find several images that have been presented in the form of Instructographs. How to tie a tie, creating a blog page, how to change motor oil etc., are some content that is faithfully converted to engaging Instructographs.
The idea is to lead the users to their goal of accomplishing something in simple and comprehensive steps.
Connecting Pins to Websites and Social Media
Very few users use just one particular platform to gain followers. Pinterest as an added advantage where a user can embed links of websites and other social media platforms in their pins.
This has a tremendous advantage for many users. Especially when you consider that most businesses use different communication styles on different platforms, Pinterest can open the venue for users to browse through the business’ pages on websites, LinkedIn, Facebook, Instagram and other platforms.
Essential Pinterest Community Guidelines for all Users
Social media platforms are a reservoir of various types of contents. From light-hearted, conversation posts, to helpful self-improvement pages, one can find anything and everything on these communities.
The other facet, which can be detrimental for users, is the propagation of inappropriate content that seeks to gain users’ attention and attract controversy. For this purpose, all social media platforms have set down certain rules and regulations pertaining to the distribution of content.
When becoming a part of such online communities, it is always helpful to know the guidelines of what we can post and what we cannot.
Here’s a quick look at some of the essential rules of engaging with audiences on Pinterest.
Social media is not new to misinformation. Over the years, more and more fake news have been circulated through such platforms. Here are some guidelines for posting facts of Pinterest.
- Promotion of false information on medical facts, medicines, cures, views on undocumented and unverified procedures, videos issued in the interest of public health that violate ground facts are prohibited.
- Content that lead to any misunderstanding, prejudice, fear and hate are not to be uploaded under any circumstances.
- Factual information that has been morphed, edited, taken out of context and presented as truth will not be supported by Pinterest.
- Anything which compromises public safety, morphs public opinion and incites violence will be taken down after verification from Pinterest team.
In general, one should not share any kind of personal information on all social media platforms. As most pages can be viewed by almost anyone, there’s no assurance that these private details can’t be used to cause harm to the individual. Pinterest won’t allow users to post:
- Personal identification details and passport information
- Private contact information and addresses. Nor can one post others’ personal information containing private details.
- Online log-in information like email ids, usernames and passwords
- Photos of individuals, groups that want it posted, tagged or identified
In any of the above cases, uses can report a post, detail or any fact to the Pinterest regulators and after verification, such pages, posts, accounts will be removed from the community.
Sales of Goods and Services
Online platforms are the bread and butter of many businesses in today’s world. Social media provides access to a huge number of audiences and marketing a product has become a norm on all communities. However, there is justified restriction on the kinds of goods one can sell and the way they are being sold.
- There is a blanket ban on selling regulated goods. Similarly, all kinds of content that suggest or directly market such products will be prohibited.
- All attempts of bypassing local, national, or international trade practices are not tolerated. All businesses should verify the legal formalities before advertising any product, and abide by the rules for executing any transactions.
- Pinterest doesn’t allow anyone to infringe on anyone’s Intellectual Property. This means that no one is allowed to copy anyone’s content and post it as their own.
- Spamming users with promotional activities is frowned upon on all social media. Pinterest specially keeps a watch on accounts that frequently indulge in such activities.
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