Last December I saw a man frozen on the sidewalk. He wore a simple grey wool coat, his neck draped in a maroon scarf. The temperature nearly reached minus 40 and the winter wind engulfed him, slithering around each arm and in-between his legs, sandblasting him with blowing snow.

Yet he remained transfixed. Not even a shiver. I observed him wallgazing in this manner for nearly two minutes, until he walked away. I would later learn upon inspection of the wall that he had been staring at a poster.

This deep connection we form with images makes it all the more imperative for organizations to capitalize on image-based marketing and absolutely crucial for them to explore the marketing opportunities offered by Pinterest.

Colors and Other Characteristics

Images rich in Reds, Oranges and Browns are twice as likely to be repinned as images heavy with blues.

Images with human faces are 23% less likely to be repinned, so keep the images relevant and product/service based to ensure maximum engagement.

New visitors may choose to pin additional content from the brand’s website, creating new idea spores and starting the lifecycle over again.

2. One-Tap Promoted Pin: These pins are design to drive traffic to your site. These are ideal for campaigns driven towards lower cost per click rates, as one tap is all it takes to drive traffic to your site.

Promoted App Pin campaigns are structured around a cost per install basis and Pinterest reports over 70% of advertisers hitting their cost per install objectives.

This is particularly true among millenials, 50% of whom use Pinterest primarily for making everyday decisions such as what to eat and what to wear and for discovering new brands.

This is particularly important for One-Tap Promoted Pins, as the right message can encourage users to click, generating more traffic to your content.

Aim for concise messages that clearly communicate the value of your brand, product or service and give users a good reason to click.

While the text and message you use will largely depend on what you are promoting there are a couple of considerations to keep in mind.

While you want the text to be readable, it should not detract from key identifiers such as logos. Second, keep the message brief.

Remember that Pinterest is an image-based platform, so users will be more engaged by stunning visuals than lengthy descriptions.   Save the longer descriptions for the captions.

Use Boards with a Purpose:  Boards add variety to the communities you create and interact with on Pinterest, as users can either follow your organization or just individual boards.

Ensure that your boards reflect specific topics tailored to the conversations you want to carry.

Quantity is also an important consideration here, as the more purposeful boards you create, the more conversations people will have around your organization.

Likes and Repins Matter: Both Ways: Like all social media, Pinterest is about effective and meaningful interactions.

An effective presence on Pinterest requires both starting and participating in conversations, so while likes and repins on your content are paramount, it is also crucial to be actively involved in other conversations related to your niche.

Repin and like pins that appeal to your cause and are relevant to your purpose. Keep in mind that other users will receive a notification when you like or repin their pins, which will create more awareness for your brand.

Pinterest Analytics: The Value of Data: Ensuring your site’s images are pinnable and that most if not all of your pages contain Pin It Buttons provides useful insights into visits on your website.

This is particularly useful for nonprofits as your site may not have a donations feature, making it difficult to track meaningful page interactions.

However, tracking pins from your webpages can fill this gap. A pin from your website indicates that your content was meaningful to the visitor and can provide a valuable metric for how you are getting your message across.

Pinterest for Corporate 

Pinterest presents ample opportunities for larger corporate bodies. Not only is there exceptional community building infrastructure, the potential for connections increases with a broader niche.

Unlike smaller enterprises, corporations offer their products or services over many specializations, meaning offerings can be featured in a variety of different contexts to maximize awareness and consideration and extend your reach into a variety of markets. o

Pinterest provides increasing opportunities to take your brand abroad, with over half of the Pinterest audience in international markets. When exploring Pinterest’s potential for corporate use, keep in mind the following:

Pinterest reports that pins with more specificity are more likely to appear in feeds. The discussion of utility above is paramount here.

Ask yourself where a particular product fits and how best to engage that user base and structure your post and keywords accordingly

This shouldn’t be taken as a reason to overdo it on the personality, but showing a little of the human side of your organization can help boost your brand’s image.

This is especially important for larger organizations where individuals do not often stand out as much.