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Get Your Brand on Board!

Posted: March 9, 2015, 2:16 p.m.
by Haley Petrey.

I’m stepping out on a limb by saying most of us are guilty of wasting away hour after hour pinning things to our dream homes and imaginary closets. A task so mindless yet it manages to reward us with the greatest feeling of productivity in the end. Could Pinterest be the next big thing in company branding?

Photo courtesy of lunchbreath (Flickr)
Photo courtesy of lunchbreath (Flickr)



A few companies are already beginning to see the potential — or pintential, if you will — of this site and its ability to reach their target audiences in a new way. On the other hand, some companies are still debating if Pinterest is the right road to take.

Lowe's Build It BoardThe Lowe’s “Build It!” Pinterest board showcases not only its own content, but also DIY pins from external pinners. It is the perfect mix of promoting its own products while also engaging the community.

When thinking about taking your organization in the Pinterest direction, or even revamping the boards you have now, keep these tips from PR Daily.

Benjamin MooreFirst and foremost, remember to think visually. This seems like a no-brainer, but it requires creativity if your product isn’t exactly the most aesthetically pleasing. Take paint cans for example. Benjamin Moore knows what it means to get creative when just simply pinning your product won’t cut it.

You may also want to pay special attention to the description box before you re-pin for search engine optimization purposes. No one searches Pinterest for “that’s so cool!” but rather, “extra kitchen storage.”

Social Media Examiner suggests “sharing your lifestyle, not your product.” Center your brand around your target audience’s interests. According to AdWeek, Pinterest’s user base is 68 percent women.

Organization is key. Keeping boards simple — and having a lot of them — makes for easy navigation. Martha Stuart, for example, has more than 126 boards, 3,000 pins and a million followers according to

Cision reminds us that all content is not created equally. The most pinned and browsed categories include food & drink, DIY & crafts, and home décor. Notice a trend? Even more exciting than that, 83 percent of users prefer to follow brands rather than notable celebrities. Pinterest has harnessed an audience that is captivated and ready to listen. All we have to do is provide the content. Simple enough.

So your boards are organized and the content is ready, but how do you know you’re reaching your audience effectively? Cision says that pinning a minimum of 10 to 15 times a day is the way to optimally reach your audience. Surprisingly, character count isn’t only important for Twitter. Pins with a 200-300 character count are more frequently re-pinned, so keep it relatively simple.

Pinterest simply offers another outlet for PR professionals to tell a story. So cowboy up, hit the saddle and get a little mud on your boots, and you’ll be riding off into the sunset with the newly harnessed potential Pinterest offers your brand.

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