Post on 19-Jan-2015
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The Top Performing Brands on Pinterestand What Makes Them Successful
June 3, 2014
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How to leverage Pinterest
Successful Brands:Provide valuable, interesting content for users that aligns with brand valuesA large volume of contentFrequently added new contentPin-able content (pins users want to pin to their boards) Pins that link to valuable content (in eye of the user)Brands allow user some form of meaningful interaction
UGC: repinning from users, pinning users content (other sources off Pinterest)
ContestsInnovative uses
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L.L.Bean on Pinterest 5,409,175 followers 31 boards 1,559 Pins
Content with an strong emotional appeal that it relevant to brand (for example, the Outdoor Fun board)
Balance of product images vs. other imageryL.L.Bean’s Outdoor Fun board mixes imagery of outdoor activities and inspiration with shots of their product being used
UGC & content from other relevant brandsSelfies submitted of people wearing their L.L.Bean boots, or of pets with L.L.Bean products submitted via Instagram or Twitter
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Harper’s Bazaar on Pinterest
Harper’s has huge volumes of content and pins frequentlyNearly 6,500 pins for Beauty & Hair aloneMany boards are updated daily
Pins drive to content that is valuable to the userFashion coverage, beauty tips
Harper’s uses calls to action (CTA) on some pins to hint to users that there is more content available
Engage and gain followers Pinterest contestsMaking sure to follow Pinterest rules for contests
4,676,076 followers,
2nd most followed major, national brand (22nd most followed account)
99 boards 47,237 pins
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Whole Foods Market on Pinterest 188,978 followers 59 boards 3,604 pins
Whole Foods uses images that are easy to identify and create an instant response/connection
Whole Foods keeps board themes broadStrength board features everything from exercise how-tos to high-protein foods to inspirational quotes/memes
Whole Foods takes advantage of crowd sourcing, influencer outreach, and collaborationMost of their boards are group boards to allow for open collaboration among many pinners (assumingly invite-only)
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Bon Appetit Magazine on Pinterest
60,531 followers 51 boards 3,423 pins
Bon Appetit uses rich recipe and article pins which provide additional info to pique users’ interestThe 5 types of rich pins currently available for business are place, article, product, recipe, and movie
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Women’s Health Magazine on Pinterest 287,439
followers 74 boards 4,151 pins
Women’s Health creates a special pin to use as the cover of each board, creating a unique and uniform look
Women’s Health features a number of boards custom curated for specific segments of their audienceFor example, a series of “shop your shape” boards with separate boards for curvy, pear-shaped, athletic, etc. figures
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Sephora on Pinterest 302,177 followers 67 boards 7,001 pins
Sephora repins content from other beauty brands and their top pinners (making sure to give credit to pinners)Crowd source from Instagram,Twitter, and Sephora.com profiles
Sephora’s website is Pinterest optimized, allowing shoppers to pin products, photos from other users, and other content directly onto their own Pinterest boards
Color-themed boards for added visual appeal
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Take-aways Pin frequently to create a large, diverse, and fresh body of content (at
an even pace, not all at once)Ensure that each board has enough content to feel substantialBalance branded and non-branded content
Keep boards organized and ensure imagery and title communicate the theme of the board effectivelyDon’t be afraid to consolidate boards
Use more attractive imagery and better quality contentPinterest is about curating gorgeous boards, vast collections of good content, or both
Pin content from other sources that aligns with brand values Pin user generated content Pinterest-optimize your website
Both by adding pinning buttons and ensuring that imagery is pin-worthy
Include descriptions on each board so they can be found in user searches
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Thank You!!