I fell in love with Pinterest the moment we met.
According to industry response and the spike in user growth, I wasn’t the only one.
We at TMG eagerly responded to this visually intoxicating social platform and went pin crazy. We pinned anything and everything we found and liked. And in the process, made some questionable decisions we should reexamine.
Your Pinterest account is a reflection of your brand. You need to pay extra care when you curate the images that will ultimately be seen as an extension of your brand.
Unless you’ve been pinning responsibly, it may be worth it to conduct a Pinterest audit. Here are some tips to conduct a successful one.
1. Pin quality, not quantity.
The purpose of boards is to organize fantastic material and ideas by topic. However, you don’t need 50 boards with 200 images each. Make a list of what to throw out and what to keep. Pin things your followers or target followers will stop scrolling for, or things they will value and want to share. Pursue quality pins, not space fillers.
2. Recycle material.
During the auditing process, you might find a board on a general topic with hundreds of images. Take material from the existing board and create several boards from one. Your boards should be specific instead of simply topical.
3. Name your boards carefully.
Assemble new boards and nix old, pointless ones. However, be cautious of overly symbolic board names. Board names should be playful, catchy, simple and searchable. Whether you base your boards on a color, a collection of classic ads, or a competition, think beyond the Pinterest model and build boards that represent the uniqueness and personality of your brand.
4. Avoid dead ends.
Trackbacks really matter on Pinterest, especially when you pin from your own website. Hunt for broken links and dead ends. There’s always the possibility you repinned something along the way that doesn’t trail back to a legitimate source—or any source.
5. Use your brand’s voice.
Descriptions should use your brand’s voice or necessary wording to be searchable. Write short and accurate descriptions, and only use hashtags if necessary. People might hesitate to repin something with a price tag, #CompanyName or #SillyDescriptor on it.
6. Think with your eyes.
Because Pinterest is mostly visual, it’s important to make sure all elements—pins, boards, account page, and descriptors—work together to embody your brand. Think with all eyes—not just yours, but your followers’ too.
For example, a board’s cover image should show what the follower could find in that board. Ideally, match other board cover images to give the Pinterest account a cool aesthetic.
Here are four brands that do it right.
Real Simple: Real Simple uses visually enticing cover boards that follow the same color palette.
Jetsetter: Jetsetter has specific board concepts that embody the brand’s culture.
Chobani: The yogurt brand has creative board ideas that align with its audience’s needs.
Kate Spade New York: Repetitive headlines add catchiness and consistency.
How well does your Pinterest page reflect your brand?