Visual Marketing: Pinterest Best Practices
Visual marketing has well and truly taken the digital world for a supersonic spin these last few years and social media platform Pinterest has played a pivotal part in this. The online world has become a playground of exciting shapes, colour, textures and text in exciting new formats, collected and treasured on Pinterest by users as a reference guide and source for inspiration. Here at pixel8, we’re the very definition of visual creatures and are huge advocates of Pinterest for Business. Content from businesses plays a major role in helping people pursue their interests and bring their ideas to life as well as being a storytelling tool for brands to showcase their values, interests and what makes them tick.
Pinterest is quickly becoming a marketing force to be reckoned with, helping brands to deliver more engaging content and reach the right customers through visual communication. Pinterest is in essence a visual bookmarking tool where businesses can show their brand personality through a collection of visual elements ‘pinned’ throughout the internet. This can be anything from content from your own website to sources which resonate with your brand’s ethos.
There is a science and an art to creating the ‘perfect pin’. In this series of blogs focusing on visual communication, we will first take a look at what constitutes as a great pin alongside examples from pixel8 and brands we love.
Questions to consider before you pin:
- What’s your primary goal for this Pin?
- What does your brand value?
- What is your brand’s persona?
- If it were a person, how would you describe it?
- What makes your brand unique?
- How do you want people to feel after interacting with your brand?
- What do you want people to remember about your brand?
These questions need to be taken in to consideration before you embark on a pinning frenzy. Answering these questions will give you the outline for your Pinterest marketing strategy and will help you form content that is true to your brand.
Pins should be: HELPFUL, BEAUTIFUL & ACTIONABLE
HELPFUL Informative and useful to people
Every Pin should have a description that gives context. The best descriptions make Pins more inspirational and also provide extra information so people can decide whether something’s right for them. They should mention the most compelling aspects of the Pin and inspire people to do something. They should always use correct capitalisation and punctuation.
While only about 75-100 characters of your description will appear in grid view, you can include up to 500 and they’ll all appear when people click to see the Pin close-up. Generally speaking, more characters mean more helpful details and more opportunities to show up in search results. Your audience will also thank you for using hashtags to highlight key topics. These link through to similar pins making the user's experience streamlined with less typing.
Add simple, clear text overlay
Text overlays can give Pinners a clear takeaway with a quick glance - especially when a Pin’s purpose isn’t obvious from just the image. Minimise the amount of text in an image and make it part of the design. Be sure all the text is large enough to read easily on mobile or in a grid view. Test it out on different devices to be sure.
BEAUTIFUL So compelling and creative you have to look closer
Use colours and settings that convey your brand
Showcase your products or services in an inspirational context by placing them in a background that conveys the tone of your brand. Play with photography and colouring if you’re showing products on a white background.
Use high-quality images
Use high-resolution, professional-quality photographs and illustrations. Don’t use images that are poorly lit, out of focus or otherwise appear amateurish.
Size and shape matter
Pins look best when they’re vertically oriented. An image aspect ratio of 2:3 to 1:3.5 and a minimum width of 600px is recommended. Pins get cut off in feeds if the ratio is greater than 1:3.5 so make sure the image isn’t too tall. For example, an image that is 600px wide should be between 900px and 2100px tall
Pay attention to composition
Don’t use more than five separate images in a Pin. Images should have a focus or a clear theme—not just an assortment of random products. Don’t add a border or other alteration (like rounded corners) to Pin images.
ACTIONABLE Helping people take action on their interests
Link out to places that help people
For example, a movie Pin should lead to the trailer or a review, and a product Pin should lead to where a Pinner can make the purchase. A blog preview should link to the blog page so the user can find out further information. This is key for businesses using Twitter and is an excellent method to drive traffic to your website.
Include a call-to-action
You can have conversations on Pinterest too! By adding a question in the description you are encouraging users to offer their insight and opinion. Engaging with your Pinterest community is key to build a great relationship with your audience which will result in future clicks, Repins and Likes.
Here at pixel8 we strongly believe that the marriage of the message with the image makes for much better marketing communication. Over half the world’s population learn with their eyes and Pinterest is a go-to platform for internet users who want to source quality content which goes far and beyond a Google image search. We hope that these tips will act as a springboard for your Pinterest marketing adventure.
If you would like to talk further about the benefits of Pinterest for Business, our digital marketing specialist Sian is the girl in the know. You can get in touch via Email, Twitter or phone. in the meantime, take a look at our Pinterest page in more detail here and say hello too!