It can be hard to measure the value of social media, especially platforms that are less social and more visual. With sites like Facebook and Twitter, word of mouth is important and a beneficial conversation will send people straight to your website. But on sites where a picture is meant to speak a thousand words, like Pinterest, how do you entice people to interact?
The first step is to determine whether or not a visual platform is right for you and your business. Sites like Pinterest are most beneficial to businesses that have a physical product to sell, such as artists, crafters or graphic designers. But just because you sell a service and not a product doesn’t mean you can’t make Pinterest work for you. If you can create visual content based on the services you offer—think infographics or tips and tricks—Pinterest may be a good bet.
You also need to determine who your audience is. Are you trying to reach out to men aged thirty-five to sixty-five? They probably won’t see your posts on Pinterest. Pinterest is most popular among women aged twenty-five to sixty-five. Whether they are your main audience or you are trying to reach out to the demographic for the first time, Pinterest is where it’s at.
Perhaps the most important thing to consider when it comes to Pinterest—and any social media platform—is time. Do you have the time to dedicate to a Pinterest page? If you are already creating visual content for you blog, Facebook page, or Instagram, the answer is probably yes. If, however, you don’t have the time to set up photographs or create graphics for your social media, you may want to hold off on creating an account.
Pinterest has proven to be useful for bloggers, small business owners and creatives as well as larger corporations with a more visual focus. The viral aspect of the platform drives users to your website for more information. Our last piece of advice is to make sure your message matches your mission. You don’t want someone to find your website through a recipe when you are a graphic designer.
Of course, like all social media, Pinterest is being used in new and different ways every day. So while Pinterest may not be the best fit for your business right now, that doesn’t mean you still can’t find a way to use it to your benefit.