Raise your hand.
Who is addicted to Pinterest?
I can’t look through your screen to see who has their hands up or not, but I suspect a fair few of you are waving enthusiastically. I also know that it is extremely popular based on the conversations that we have here at the Studio. It is a great way to find inspiration and then to catalogue it. And to lose hours of your life at the same time.
But from a business point of view, I look at Pinterest in a slightly different way. I use it as a way to help those that come to the Studio have a “one stop shop” of creative ideas when they visit our Pinterest page, so I am always looking to add new projects to my boards. But I also want new people – people who have never been to the Studio – to find our Pinterest board as a way to introduce them to us.
I joined Pinterest back when it first started, and no-one really knew what it’s potential was. Originally, my account was my name and I pinned things that I liked – from ways to decorate a small bathroom to soup recipes. And somewhere in the mix were all the boards on sewing, crocheting, etc. But about 18 months ago – I decided to switch its name to the Make and Do masthead to fold it in with all my other social media accounts. I still had my own personal boards on it, but at least I could market it as part of the Make and Do family.
I got the occasional repin but they were very rare. I just kept adding pins I liked and started to make sure it included craft stuff for those that came to it via the Studio. If a repin came of it, then so be it. But the more I read about Pinterest, the more I realised that I was missing out by not focussing on it as a platform to build a relationship with other crafters. So I decided to take action and it is starting to have an effect.
So here is what I did and you can do it too:
1. The boards I had were too all over the place regarding content. As it had originally been my personal account, I had boards that were for me and not really for the person I wanted to visit my account. So all the boards that didn’t fit the profile of what I wanted the overall content to be, became a Secret board. Don’t be tempted to delete the boards as then you could potentially be deleting followers. And Pinterest is all about followers! Just park it in the Secret board section for safe keeping.
2. I then looked at the boards that were left and realised that even though I thought each board was clearly labelled, it wasn’t if you had just come to our page. So again – I did a bit of research on other Pinterest pages that were successful in my subject area and looked at how they had labelled their boards. Each board name was then changed to reflect better what the content was as well as who might be interested in looking at the board.
3. I rearranged the boards in the order that people see them when they come to the board- so the most popular boards got shifted to the top of the page and the less busy ones to the bottom. You can tell which ones are popular (or not) by the number next to the pin icon on the image – that is the number of repins. More repins – the more popular it is and you should move it up that page.
4. I started to pin every day for about 20 minutes, usually before bed. I made sure that what I was pinning was useful and added to the overall content of my boards. I didn’t set myself a goal of having to repin a certain number – some people work to that theory that an increased numbers of pins is what is needed to gain exposure. I think it is more important that you have pins that people want to look at and then the people will follow.
5. And then I started to tell people about my boards! You will notice that I have pointed out several times in the last few newsletters where I think pins will be of interest to readers. And I can see that you are listening as I can see a spike in numbers each time I tell you about a great pin.
These five things have made a real difference in my Pinterest visibility but I know there is more to do. So next on my hit list is the following:
1. Set up boards for each workshop that we teach here at the Studio. For our All You Need to Know to Sew workshop, this will include the project instructions for the envelope cushion cover (video form as I am going to be using video wherever possible), helpful hints for new sewers and a resource listing of what new sewers could use when setting up their sewing kits.
2. When I include a pin that is an organic one (one that comes from the Studio and not an outside source) the images that I include need to be longer. Longer images get more repins – fact. You can read about it here- https://www.youtube.com/watch?v=CMNe0rvJhi0
3. Make sure that each photo has a stylised look to it – a standard set of fonts used and placed on the image in the same spot. About six months ago, I twigged that taking photos with the main image off to the side of the frame meant that you had more space to include the text – so now when I take a photo, I know to leave the “white space” in the photo.
4. Remember to add it to my marketing mix. Like anything new, it is taking me a while to get it in my head to promote it where it makes sense. And I have a degree in marketing!