30 Days to Inspire your Pinterest Engagement!
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Set yourself up for success!
You’ll want the best insights so you can create powerful content. Get your business account set up on Pinterest and get to know it.You’ll be able to:
- See your Pin Stats and how your content is performing
- Use the Audience Insights tool to reveal your existing and potential audience
- Link your business profile to your personal profile for easy switching
Nail down your brand and style
Go to spark.adobe.com and sign-in. Visit the brand tab to set your brand up in Adobe Spark. Awesome! You can use premium and free templates, as well as all of Adobe Spark’s magical branding features. If you have more than one brand, sub brand, or look-and-feel, set up as many as you’d like.
Now, check out these templates optimized for Pinterest, and choose one to get started with. In the Design tab of the Adobe Spark editor, hit the Brandify button to transform it to your own brand elements, then modify to make your creation just right. Add your own copy, images, and edits and boom! You’ve got your first piece of original Pinterest content! When you’re done, click to download your image. You can also click Share to access a public share link. Go to Pinterest, hit the + to create a new pin, upload your image, and you’re ready to go! Don’t forget to add a destination link where applicable. For example, if your image is a cover image to attract people to a blog article, don’t forget to put the blog article link in the destination!
Write down a few of your brand personality attributes. What are your goals for Pinterest? What kind of an audience do you want? Explore Pinterest content, create a few boards, and start pinning things that are aligned with your brand, goals, and audience. Pin some high-funnel content, and make an inspiration board for low-funnel content you think is doing a good job out there too!
Make it move and stop the scroll
Content that has a little movement results in higher engagement on Pinterest. Choose one of your low-funnel ideas to make today. Download Adobe Spark on your phone or tablet and start with remixing one of these animated templates. Your header or title should be eye-catching and easy to read at a quick glance - scroll through the animation options to pick something that draws your audience’s eye. Add your supporting text, your own images, and brand elements too! Post this to Pinterest today.
Increase your design velocity
Let’s get ahead! Take yesterday’s post you made in Adobe Spark, and duplicate your project. Modify and edit the text and images to make a couple of new versions for a few more of your low funnel ideas. Export and post them to Pinterest!
Take a look at some of the content you’ve made before for other platforms. Bring a successful design, photograph, or image into Adobe Spark, hit the Resize button, and choose the Pinterest format. Magic! Your post has been resized. Edit and refine it so it looks just right, and post it on Pinterest tomorrow.
Inspire your audience
Let’s create some high funnel content today. Gather up some of your best images, especially lifestyle ones, of your products or services you’ve done for others. Upload them to Adobe Spark, hit Brandify to add your logo to them, and pop on any other text you might want on there so customers know how to find you. For example, your website, rates, a theme, or how to get in touch with you. Start from a couple of these templates, and replace images with your own, to get going.
Create a community
Find 3 new people to follow today, whose content either inspires you or your brand. Find 3 other followers who are in the same industry or space as you, and whose content is related to yours. Try to mix it up between Pinterest accounts with a high number of followers, and some that are smaller micro-communities. By creating a diverse community, you make it easier for people to discover you and start engaging with your content.
Let’s do some content planning for the next few days. Pinterest’s Audience Insights & Trends tools work hand-in-hand to give you a better sense of how your content strategy is doing. Go to trends.pinterest.com. Enter in some search terms your dream customer might be looking for. How strongly are they trending? Write down a few original content ideas for both high and low funnel content based on your findings. Now, also check out top search trends in general. How might you relate those to your business? For example, if you are in the travel business, and “plant life” is trending, you might write down some content ideas on “How to care for your plants when travelling” or “Pottery from around the world to bring home for your home garden.”
Create from anywhere
If you haven’t already, download Adobe Spark on your phone and/or tablet. Busy being a boss and hustling on other parts of your business? Bring 3 of the ideas you came up with yesterday to life whenever you have a few moments, no matter where you are. Add a few icons from NounProject or stickers powered by Giphy to give your posts that extra fun touch. Post them on Pinterest today.
Expand your reach by promoting your Pins
Check out the analytics tool in your Pinterest business account to get some audience insights on your pins. What is your top performing Pin so far? Let’s use that to make a Pinterest Ad. Within your Pinterest Business Account, click on Ads in the top left corner and select Create Ad from the dropdown. Choose your top-performing Pin to promote. Go through the rest of the flow to set your campaign goals, search terms, and demographics. Finish the process, and monitor how your ad does on your analytics over the next few days. We’ll come back to this one!
Tell a searchable story
Everything about a Pin is an important piece of information—the image, title, description copy, link, and even the board the Pin was saved to give Pinterest signals about how and where to surface that particular Pin. Over the last few days, we’ve focused on images. Let’s focus on attention-getting keyword terms and descriptions today.
- Catch the attention of Pinners with words that they would use when searching.
- Lead with a hook. Use your title to ask a question, explain something, show off your wit, make a claim, or offer a new perspective.
- Create catchy CTAs that clearly state your offer and relate to your audience’s point of view. For example, you might reword “10 ways to style a table on a budget” to “style your table on whatever budget you have.” Make it easy for viewers to feel a personal connection with your content.
Test visual hierarchies
Visual hierarchy ensures your designs have a clear sense of structure and that your audience is processing the key takeaway. If you’re highlighting a product photo, how-to instructions, a recipe, or bold image, this should be the main focal point of your pin. Any other messages, graphics, or embellishments should complement the hero of your design.
Today, go to your project gallery and pull up a pin that isn’t performing as well. Duplicate the project and visit the Layouts feature. Shuffle through different options, and save the one you like best. Duplicate your design again to make a third one. Upload the two new ones on Pinterest to test different hierarchies, and compare which one performs the best over the next week. The one that does will unlock some great learnings, and you can use this as a foundation for other similar content!
Exercise your thought leadership
Be strategic about what you pin! Before you really get Pinning, define the keywords you want to rank for.
Pick two to three keywords that are related to your business. Search for those keywords under the guided search tool on Pinterest. The keywords that show up under the toolbar are the ones that rank high on the guided search tool. Modify your list, until you have 5 keywords you’ve decided you want to rank for.
Take one of your longer form pieces of content, like a blog article, photo album, tips and tricks guide, or playlist, that relates to a couple of your top keywords (or create a new one!) Today, you’re going to make enticing cover images for these for Pinterest. Start by remixing one of these templates, or search within Adobe Spark for the theme, look, topic, or format you’re looking for!
Create content categories
It’s helpful to think of themes for your product or service, so you always can generate a content idea on the fly. For example, if you’re in the wedding business, you might have categories as large as weddings, international, large weddings, small weddings, and DIY weddings, as well as more specific categories like florals, tablescapes, signage, menus, invitations, and photography. Also generate adjacent categories so that you have further reach with your content, like honeymoons, engagement party, baby showers, and proposals. This is a great way to build your community of followers as well - someone who loved your wedding content might stick with you more actively for some of your adjacent content, even if it’s not the core service you provide.
Check in and experiment
So how are the ads you created doing? Explore your analytics to see who’s been checking them out, how often, and where they’re performing well. Use what you’ve learned to modify your content, edit your campaign details, or boost other similar content pieces you’ve created. Experiment and see if your ads perform differently during this next round of observing.
Give the people what they want!
Check out your Pin Reactions. What were some of the Pins your audience engaged with the most and how did they feel about it? Use this feedback to optimize your content. Did your audience find a Pin especially funny? Duplicate that project in Adobe Spark and make 4 more with that style of messaging and humor. Conversation goes two ways, and your audience will engage with you more when you deliver what you know they are loving. Post 2 of these to Pinterest today, and the other 2 on Day 27.
Take your content to the next level
Did one of your Pins get a lot of Good Idea reactions? What about them do you think your audience reacted to? Was it a tip, hack, clever way to do something, etc.? Channel your insights into 4 more ideas by using a Premium template to help it really stand out. These templates have exclusive fonts, graphics, and layouts. Start from one of these, or search for Premium templates on Adobe Spark online or the Premium tab on mobile for more. Don’t forget, you can always hit Brandify to make these templates have your look-and-feel too (and save you major time!). Don’t have any Pins with a Good Idea reaction yet? Try it out for one of the other reactions you are getting or make new content to inspire some good ideas! Post 2 of these to Pinterest today, and the other 2 on Day 30.
Inspire a look or lifestyle
Make an impression with your curation skills! Try this new approach to high funnel content. Gather up images or pins that inspire you and organize them into themes related to your business or industry. Check out these creative lookbook and moodboard techniques to get inspired and use Adobe Spark to create mini mood boards. Start from one of these templates, or search for more “collages” or “mood boards” in Adobe Spark. Post 1-2 of these to your Pinterest today, and keep an eye on how they’re doing.
Use color effectively
Pinterest is primarily visual, and it’s important to know how to use color effectively so that your content creates the kind of engagement you’re seeking. Take stock of your Pins so far and read these tips on how you might use color to boost your brand, the mood of your content, or the mood of your audience. Write out a list of ideas and plan out your strategy for your next round of content.
Check out your Pin analytics. Choose 2-3 that are not performing as strongly. Use Spark to improve these Pins and apply some of your learnings about color. Repost these Pins to Pinterest.
Step into your audience’s shoes
You only have a little bit of space on each Pin to write a headline that makes a big impact. Now is a great time to tighten up how you write your headlines. Especially consider what terms your audience might be searching for. Identify 5 Pins that aren’t performing as strongly as you wished, even though your visuals are great. For each one, write down as many search terms you can think of that might bring up this result. Cross reference your brainstorm list with Pinterest trend terms and your own Audience Insights and hone in on what the strongest ones are. Revise your headlines for these Pins and repost to Pinterest!
Grow your community
Explore the Related Pins sections on Pinterest and find 3 new people to follow today. You get out of Pinterest what you put into it, and you’ve been putting a lot of great new content on there! Check out your followers as well… who’s been following you? Follow back a few of them whose content you like, or who make up your ideal audience or customer.
Catch their attention with video
Pinners are 54% more likely to say videos on Pinterest inspire them to action compared to videos on other media platforms. Making a video doesn’t have to be intimidating. Open Adobe Spark when you’re ready to edit your next video. Choose a theme and the square format (or use a branded theme!). All of the animations and transitions are taken care of for you.Pinterest videos that perform the best include:
- story videos that highlight key brand attributes
- product or business announcements
- new offerings and launches
- how-to videos
Choose one to make for your own business and use Adobe Spark’s built in tips to easily add voiceover, music, icons, photos or video clips, and your brand.
Test and learn
Check back on how your improved Pins from Day 24 are doing! Are they performing better than they were before? If so, now is a great time to update your brand elements in Adobe Spark, or add a new brand with its own look-and-feel so you can create successful content faster.
Check back on your Pins from Day 23, too. Duplicate the one that is performing best, and use it as a foundation for creating more in that style for the other theme ideas you came up with. Consider seasonality… what’s most relevant about the time of year, trends, or the kinds of activities people want to do right now?
Refine your Pinterest audience
You’ve created and pinned so much great content over the past couple of weeks. Now let’s take a moment to really define who your most engaged audience is! Visit Audience Insights and look at all of the learnings and data there. As you go through it, what patterns or trends are you seeing about your audience’s behaviors, interests, and where they are finding your content? Investigate. Then, sketch out a persona or two of who your audience(s) are. A persona is a representative character, and includes information like their age, interests, lifestyle, etc. Who do you imagine is looking at your content? How does your understanding align or differ from what you expected when you started out? Once you have a sketch of who your most engaged audience persona is, brainstorm other industries, products or services this person is probably interested in as well. Think about how you might tie together some of your content to those industries to push your reach.
Tell a story with a Carousel Ad
Let’s make a Pinterest Carousel Ad. These feature two to five images that Pinners can swipe through. This format is great if you have multiple products, features, or services to showcase. Different images and selling points can speak to different Pinners.
Find an image-driven template in Adobe Spark that you love, or start from one of these. Create a post showcasing one of your products and add your logo and a compelling headline that relates the product to your audience’s lifestyle. Duplicate this project to create 2-4 more. Then upload them all to create your ad like the one you did before and post it to Pinterest.
These multi-image ads can appear wherever Pins can, and they behave the same, except for the dots beneath that signal the swipe option. Each card in a promoted Carousel Ad can feature a different image, title, description, and landing page.
Be helpful first, advertise second
Pinners love to learn, and visual content wins on the platform! One of the best ways to approach creating an ad is to think of opportunities for it to teach Pinners a skill. If your ad promotes coffee, you could pair it with tips on how to set up a mindful morning routine. If you’re in the fashion space, what trends of the season can your ad link to? In the food space, leveraging a video to show a new technique that links back to your product is a great way to build loyalty and love from Pinners. Try modifying your carousel ad or single ad from earlier in this playbook to use this strategy and observe how it performs.
Be a branding rockstar
Great branding communicates your message and brand personality. You have at least one brand set up in Adobe Spark by now, but did you know how powerful multiple brands can be for your engagement? Turning some of the related content you’re making (outside of your main brand) or a series of content you put out each week like tips and tricks can become a great sub-brand. Multiple brands are valuable because they create recognition with the specific community of followers that are most engaged with that content, and serve as perfect entry points for them to discover the rest of your content. Visit the Brand tab in Adobe Spark, and create a sub-brand. Learn more about Multiple Brands, and create and post 3 new Pins with this sub-brand today. Check back on how they performed and with what kind of audience next week!
Optimize your Pins to their highest potential
You don’t need to create brand new Pins to be the most effective every time you post new content. Choose a Pin that you think could be more effective or hasn’t been getting the traffic it deserves. You’re going to run an A/B test. An A/B test is where you make multiple versions of this Pin, but just change one element, like the picture, background, or text. Resist the urge to change multiple elements - it will make it hard to identify what is and isn’t working. Check out these tips, and then duplicate your project in Adobe Spark to create multiple versions of it, with one element swapped out. Post all of them to Pinterest, and track how each performs over the next week or two. Write down some of your top audience insights, and try another set of changes to further experiment. Use these learnings to guide future content creation!
Congrats! You’ve made it!
You’ve created and learned so much! It doesn’t have to end here. You can rinse and repeat this playbook, or find more Adobe Spark content playbooks here, including best practices and prompts to:
- Inform and introduce your product or service
- Find, engage, and grow audience relationships
- Become a thought leader and grow your presence