A staple in most public media digital strategies is the goal of driving traffic and growing audiences in the hopes of retaining users and initiating sustainers. Social media helps reach users in a way websites alone cannot. This is because it gets your content in front of new consumers who would normally not see your work.
The average Pinterest user is between 18-29, which is pretty standard across most social media platforms. That said, as far as usage, the 30-49 age group isn’t far behind the youngest consumers. From these numbers, one could conclude that on a given day, you are looking at reaching a wide audience of 18-49. For some public media stations, this age range is a key target demographic as they look to gain the loyalty and trust from a younger sustainer group.
A Picture is Worth 1,000 Repins or Followers
Pinterest is all about the browsing experience, as it gives users plentiful visual information quickly and easily. If you look at the structure of Pinterest news feeds, users expect to see a visually appealing, high quality image. When they find one, they are more compelled to click on it and possibly go off to the source of that image.
Keep in mind that while ‘Image is King’ in the Pinterverse, being authentic and authoritative will set your posts apart from the rest. A good description accompanying an image needs to be short, compelling, and accurate. You want to tease the more robust information a person would get if they clicked out of Pinterest and onto your site. The more successful posts tend to include attribution for the image, as it adds credibility to your pins.
If you feel overwhelmed by where to start, first go view Pinterest and see what other member stations are pinning. Next, look at your current site’s analytics and evaluate what users are gravitating towards, then center your pinning on those subjects. After you try that method, move on to pinning other subjects you want to have associated with your station brand. Topics such as food, how-to guides, or kids projects are prime subjects on which to expand your Pinterest presence, because they are designed for a visual platform.
When in doubt, consider what would make you stop scrolling.
To see best practices in action, view the PBS and PBS Food Pinterest accounts.
Put a Pin in it
Now that you have some basic facts about Pinterest, what’s next? To get started on Pinterest, start by reviewing Pinterest for Business’ set up guide, as well as their business blog for tips and tricks.
In the next part of this series, you’ll learn how to leverage and grow your brand on Pinterest, as well as discover what other stations are doing on Pinterest.