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CONTENT / INFLUENCE / SCALE INFLUENCER MARKETERS GUIDE TO PINTEREST Do you want to launch an inuencer marketing campaign using Pinterest? Heres what you need to know.interest is a major player in the inuencer marketing game with roughly 150 million monthly users and more than 75 billion pins. Often used as a resource for consumers planning a future purchase or project, the platform is seen as a powerful tool to convert online audiences into buyers compared to other social media platforms. In this ebook, we take a detailed look at how casual pinners and brands can transform their posts into inuence. Traditional advertisingwhether its a print ad in a magazine or a clickable ad on a websitedoesnt work the way it used to. People see so many ads these days that they are generally in the habit of ignoring them. According to a study from Goo Technologies, 82 percent of adults tuned out ads they saw online. While banner and social media ads are easy to ignore, there are ways to grab peoples attention. Word of mouth is a proven way for brands to connect with people. In 2014, a study conducted by Ogilvy, Google, and TNS found that word-of-mouth promotion was the top point of inuence on a consumers path to purchase. The study surveyed 2,500 consumers over the course of six months as they made purchases in the beauty, car, and smartphone categories. An earlier study from McKinsey in 2010 made a similar nding. Word-of-mouth promotion accounted for somewhere between 20 and 50 percent of purchasing decisions. Word-of-mouth promotion can come from a variety of sources. It can be from friends telling other friends about a product they recently bought and loved. THE WORLD OF INFLUENCER MARKETING P It can also be from inuential people, ranging from traditional celebrities to social media stars, recommending a product to their followers. The inuencer aspect of word-of-mouth advertising has many in the content marketing world standing to attention. IZEAs 2017 State of the Creator Study found two thirds of marketers in companies that o!er inuencer marketing had a stand-alone budget for it. About a third of those companies had budgets in 2016 of more than $500,000, compared to 25 percent in 2015. Currently, the top social media networks for inuencer marketing are Facebook and Instagram. YouTube also has a strong showing when it comes to inuencers. Although it doesnt yet have the reach or monthly users of the top social networks, Pinterest is quickly becoming a network for marketers to pay attention to. Starting at the end of 2016, the site made a number of moves to establish itself as a major player in terms of inuencer marketing. As Business Insider reported, the company launched its own “Pin Collective,” in an e!ort to match inuencers with companies. Lets take a closer look at how Pinterest works, who some of the most well-known and popular pinners are, and the options available to aspiring “Pinuencers.” 1THE WORLD OF PINTEREST One of the simplest ways to describe Pinterest is as an online bulletin board. Users of the site “pin” webpages or images theyd like to reference in the future. People use Pinterest to bookmark recipes they want to make, clothing and accessories they want to buy, and places they want to visit. Each image or website saved on Pinterest is a “pin,” and users can group their pins into boards, which are grouped by categories. Other users can “repin” pins, saving them to their own boards. Theres also the option to like a pin or add a comment. More recently, Pinterest added a “tried it” button, allowing users to share their experience with a recipe or tutorial. pictures and sharing details of vacations or political opinions as it is about getting useful information about products or projects. There are a number of bloggers and other inuencers who have made names for themselves on Pinterest, and who have built up massive followings, since pinners are more likely to follow people they dont know or to follow brands on the site than they are to follow friends. Around two thirds of pinned content comes from businesses rather than individuals. A star on Pinterest looks a lot di!erent than a star on any other social site. The cult of personality tends to reign supreme on Instagram and Facebook, but its less about who you are and more about what you share on Pinterest. Although the more inuential pinners do have strong personalities, the content they create tends to be less “me” focused and more focused on providing useful and actionable information to fellow pinners. THE ANATOMY OF A PERFECT PIN: THREE FEATURES OF GREAT PINS How do you go about making a pin that will make 50,000 people want to repin it? Or, more importantly for aspiring inuencers, how do you create a pin that convinces a brand to hire you or to want to work with you on a campaign? As the social site starts to focus more and more on the needs of businesses, Pinterest has actually gone and created a guide to putting together the ideal pin. The company evaluated around 100,000 pins to get a sense of what works and what doesnt when it comes to making a clickable, repinnable pin. Generally speaking, a great pin is eye-catching and attractive. It provides a pinner with something he or she can use, whether its a recipe, a how-to, or details on a product a person can purchase. Perhaps the most important component of a pin is that it cant look too much like an advertisement. Remember, people are either wary of ads or adept at tuning them out. When youre creating pins to appeal to potential brand clients, dont put product promotion rst. 1. Know Your Goals Every pin you create should have a specic goal. 2 AROUND 87 PERCENT OF PINTEREST USERS, OR “PINNERS,” HAVE GONE ON TO BUY SOMETHING THEY SAW ON THE SITE. When it rst got started, Pinterest had pretty explosive growth. The site launched in 2010 and picked up 13 million users in just 10 months. By the end of 2016, it reported having 150 million monthly users and more than 75 billion pins. Around 80 percent of content creators use Pinterest, according to the 2017 State of the Content Economy study, compared to 89 percent who use Instagram, 92 percent who are on Facebook, and 93 percent who are on Twitter. Although Pinterest isnt used as much as Instagram, Facebook, or Twitter for content creation, it does have a considerable amount of potential to increase a brands business. According to statistics from the company, Pinterest users have money to spend and are likely to spend it on something they see on the site. Around 87 percent of Pinterest users, or “pinners,” have gone on to buy something they saw on the site. Some 93 percent of pinners have used Pinterest as a resource for planning future purchases. When pinners do buy, they spend more than users from other social networks. The average amount of a pin-inspired purchase is $58.95. The average amount of a Facebook inspired purchase, by comparison, is $55. Although it is technically a social network, Pinterest is less “social” than Facebook, Twitter, or Instagram. Its not so much about looking at peoples personal 3 3 POPULAR YOUTUBE INFLUENCERS Joy Cho/Oh Joy! A leading pinner, Joy Cho has around 12.7 million followers, 86 boards, and 14.2 thousand pins. Her pins and boards run the gamut from recipes to hairstyles and from graphic design to things she wants to buy. Cho, who started out as a graphic designer and hobbyist blogger, has managed to turn her inuence into a full-time career. For example, one of her Pinterest boards is used to promote the line of household goods and decorations she has with Target. Shes also partnered with a number of other brands, curating boards to promote their products. Her “Choose Good” board was created in partnership with Annies Homegrown. The board features a mix of pins, ranging from those completely unrelated to the brand to pins that use the brands bunny crackers to tell a story. Poppytalk Poppytalk is a Canadian DIY and interior design blog with 8.2 million Pinterest followers. While some Pinuencers take an “anything goes” approach to their pins and boards, Poppytalk is denitely more curated. So far, the blog has 131 boards, most of which are focused on DIY, architecture, and home design projects. Poppytalk has created a few “holiday gift guide” boards and thematic mood boards. The blog has also teamed up with Explore Canada to create a board highlighting all that the country has to o!er visitors. The board alone has more than 607,000 followers. The Greatist Pinterest focuses on informative, useful, and eye-catching content. So it shouldnt be much of a surprise that a number of publishers are major players on the patform. One publisher with quite a bit of inuence on Pinterest is the Greatist, a website that focuses on health and wellness. While Greatist only has a fraction of the followers of the top pinners (around 564,000), the company partnered with Lululemon, the maker of high-end athletic wear. The team put together a board, “Smoothies and Snacks”, which appeared on both of their Pinterest accounts. The board features content from the Greatists site, such as high- protein smoothie recipes and healthy mu“n recipes. Although it was sponsored by Lululemon, what it didnt feature was any mention of the yoga and athletic wear companys products.POPULAR YOUTUBE INFLUENCERS Brit+Co. Brit Morin, the founder of Brit+Co, might not have the millions of pinners like Oh Joy! and Jane Wang do, but she has a massive Pinterest presence nonetheless. She has over 600,000 followers and, according to TechCrunch, estimates that her pins are repinned over 50,000 times daily. Thats a lot of engagement. Its no wonder shes been tapped by the “Today” show to take over one its boards, and is one of the rst pinners hired for Pinterests own inuencer marketing agency, the Pin Collective. Monica Lavin and Albertsons In some cases, brands have used the talents of popular pinners to style and design their pins. Albertsons, a grocery store chain, took this approach. It partnered with Monica Lavin, a stylist with a small following on Pinterest (1.5 thousand) to create a number of pins about recipes featuring pumpkin. The pins appeared on the grocery stores board, Pumpkins, which itself has more than 5,000 followers. Lavin also pinned the pins to her own boards. All told, the pins created by Lavin are much more popular than any other pins on the Pumpkins board. For example, the pin for Easy Sage and Pumpkin Dip has been repinned nearly 2,000 times. Most of the other pins on the board feature smaller and less stylish photos, and have only been repinned by a handful of people. subscribers and 2.4 billion video views. Better Homes and Gardens Group Boards One feature of Pinterest that sets it apart from other social sites is the group board. With a group board, a pinner can invite multiple other pinners to share pins on the same board. The feature allows brands and companies to easily connect with and benet from the large following inuential pinners have. It also allows popular pinners to work together to create a board with a higher number of followers than any boards they might create individually. For example, pinner Amanda Holstein is the founder of “Advice from a 20-something.” On Pinterest, she has around 21,300 followers. Shes been invited to post on two group boards created by Better Homes and Gardens, both of which focus on fashion and beauty tips. The group boards not only establish Better Homes and Gardens as an authority on beauty and fashion tips, but also allow the magazine and website to reach out to a new audience. People who follow Amanda Holstein might not also follow Better Homes and Gardens, but if they see that shes posting on a BHG board, they might be inclined to start following it. 3 4According to Pinterests pin guide, those goals are usually one of the following: Creating conversions Creating tra!c Creating engagement (repins and likes) Creating interest in and knowledge of your company/brand Knowing your goal for a pin or for a Pinuencer campaign before you start will help you craft pins that achieve that goal. For example, if youre relatively new to Pinterest and want to get more followers, youll want your pins to really tell the story of who you are and what youre doing. You can also think of your pins as a way to introduce yourself to potential brand clients. Marketers should be able to look at what youre pinning and decide if youre a good t or not right away. Theres an area for a description beneath every pin. Some pinners leave it blank or just put in a few words. This is your chance to introduce yourself to the world or to provide more details about what youre pinning and why. The more details you put in the description, the better. The image also matters on Pinterest. Well delve into the specics of a great pin image later, but as a general rule, you want to pick a clear, bright, and compelling picture to go with your pin. Remember, youre trying to get peoples attention, so an attention- grabbing image is a must! How-to or recipe pins are particularly e!ective if your goal is to improve engagement. Creating a pin that includes instructions in the image itself can help grab users attention and get them to click through. If they like what they see or think it will help them, theyre likely to repin it. For example, if you are a recipe developer, you can create a pin that highlights the ingredients in the recipe youre sharing. Include an image with all of the ingredients in the recipe, as well as text that tells how much of each ingredient is needed. You can also share a pin of the nished recipe, carefully plated up. Include text that says how many people the recipe serves to give pinners an idea of what theyll get if they make the recipe. 2. Use Rich Pins Pinterest also has a feature called rich pins, which 5 can be particularly helpful for marketers and inuencers. Rich pins o!er additional information for users and are designed to boost peoples engagement with your pins. For example, if your goal is to get people to purchase something, you can create a product pin, which has details on the items current price and where to buy it. App pins let iOS users easily download your app by taking them to its page in iTunes (without having to leave Pinterest). Map pins include specic details about a businesss location and contact information, while article pins allow users to save and categorize stories to read later. 3. Choose Great Images When it comes to choosing the images to use in your pins, remember three things: clear, bri
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