PINTEREST WORKSHOP THRIFTY VINTAGE TEAM WEEK #3
MY TO-DO LIST
|o Define your audience interest|
|o Organize your board around your audience interest, your brand value and your personal taste.|
|o Create new boards and add Pins|
|o Think also about what content your business already has that you could add to those boards|
|o Create local board and Pins.|
PINNERS INTEREST AND BEHAVIORS
ENGAGE YOUR AUDIENCE
Understanding how people use Pinterest is a great way to know what type of Pins can engage them more with your content and your brand.
Pinterest shares with you their knowledge to help you define your follower’s interest and behaviors.
- WHAT SHOULD I BE PINNING?
Exploring interests is a huge part of how people use Pinterest. Pinterest often checks in to see how and what people Pin, and what they’ve learned is that people’s interests generally fall into five categories:
- A passion that’s a core part of who you are, like music, photography, or sports.
- A vocation that’s part of your training, like a teacher using Pinterest to find lesson plan ideas or an architect sharing design ideas with a client.
- A hobby that you do for fun, like running or travelling.
- A project that has an end goal, like a wedding or redecorating your living room.
- A preference that can change, like your taste in colors or types of shoes.
The most successful businesses Pinterest create and curate pins that help people pursue their interests. When you evaluate your own approach, try doing an upfront research on your target audience.
- HOW PEOPLE USE PINTEREST
People use Pinterest to pursue their interests, but people have many interests that evolve over time. At Pinterest we’ve been figuring out how and why people Pin. So far, we can break down the different stages of interests into four different Pinterest mindsets, which might help you as you figure out what type of Pins to add.
The four modes are:
- “I’m just looking….”
This is when a Pinner might be browsing with no particular goal in mind. They’re just looking to be inspired. It’s an undefined need for someday in the future.
A Pinner might be thinking: “I’m interested in travel, running and healthy eating” or “I’m really into black and white photography” or even “What do you have to show me today, Pinterest?”
- “Maybe I could….”
A Pinner here might be exploring a new interest or considering taking on a new project. The need is more defined but the timeframe is still sometime in the future.
A Pinner might be thinking: “Maybe I could travel to India someday,” or “Maybe I could go kayaking,” or even “Maybe I could pull off patterned pants.”
- “I’m narrowing it down….”
This is when a Pinner might not know exactly what they’re looking for, but they’ll need to figure it out soon. The need isn’t super defined but the timeframe is sooner.
A Pinner might be thinking: “This kayak could work for my trip,” or “I need to replace my running shoes but don’t know what brand or style is best for me,” or even “I need to get my brother a gift but I have no idea what.”
- “I know what I need!”
A Pinner here knows exactly what they’re looking for and they need it right away. They have a defined need and short timeframe.
A Pinner might be thinking: “I need a place to kayak during my Florida trip,” or “I need an Asian asparagus recipe to cook tonight,” or even “That’s the one!”
PIN TRIGGER MODES
Take a closer look at these modes and you start to see something familiar:
- The modes mirror the customer journey.
People start looking, get inspired, narrow down their options and then make a decision. Businesses like yours can add all kinds of Pins that help them every step of the way.
What’s more, most people don’t come to Pinterest with explicit goals—it’s the Pin itself that triggers a certain mode. A Pinner might move between modes on a specific interest over time, and because of Pinterest’s grid layout, they bounce between different interests and modes in a single visit.
There are lots of possibilities for businesses here. Pins that are a mix of aspirational and actionable can help people as they explore their interests, or cycle through different modes. A single Pin could even trigger different modes—one Pinner might look at your military-style jacket Pin and see something they’re going to buy right away the other might look at it as something that inspires them to change up their style.
As long as your content provides Pinners with a dose of inspiriation or usefulness, you’re helping people pursue their interests.
Remember that people can choose which boards they want to follow, so not every board has to appeal to everyone!
- DEFINE YOUR AUDIENCE INTERESTS
Ask yourselves; what is my audience into?
Don’t forget to think about different kind of interests (passion, vocation, hobby, project, preferences).
Take a look at a participant’s Pinterest page in our workshop and define potential interests.
- DEFINE YOUR BRAND VALUE
Describe your brand into adjectives. Choose at least 3 adjectives (Example: ecological, funny, romantic….)
- YOUR PERSONAL INTEREST
People love to shop on Etsy because they buy from real people. Share a little bit of yourself and show what makes you unique:
Ex: I’m passionate about baking; I’m in love with pineapples….
- ORGANIZE YOUR BOARDS ACCORDINGLY
Let’s share on our workshop thread and discuss them!
|o How can you organize your boards around those different points of interest?
o How can you keep your Pinterest cohesive with your brand value?
|COME WITH AT LEAST 3 NEW BOARD IDEAS!
If need, do a search on Pinterest to see what types of Pins/Boards that reflect those interests.
|BOARD 1 NAME
|BOARD 2 NAME
|BOARD 2 NAME
|Add Pins to the always ask yourself: are those Pins….|
|o Inspirational?||o Useful?|
|Think also about what content your business already has that you could add to those boards (items, blog post, tips, behind the scene images).|
- Consider creating a local board for people who are looking for items from your area and Pins your favorite teammates’ items.
END PINTEREST WORKSHOP WEEK #3