As the major social platforms lessen brands’ organic reach, many companies have built up a presence on Pinterest in the hopes of engaging consumers more cheaply. However, achieving Pinterest popularity seems to require a different strategy than on Instagram or Facebook. Here are two approaches that worked for brands in L2’s Digital IQ Index: Activewear:
Focus on lifestyle, not products. Unlike Instagram, where product posts generate the most engagement, Pinterest is more about visual storytelling. Brands do best by casting themselves as lifestyle purveyors. In Activewear, that often means sharing content related to outdoor activities: for example, Keen’s feed contains boards focused on camping, biking, and kayaking, while Quiksilver’s feed includes surfing and snowboarding imagery. Those messages seem to have resonated. While the average Activewear brand has only 239,000 followers, Quiksilver has 2.7 million and Keen has 3.1 million, according to L2’s study.
Appeal to women. Given that 85% of Pinterest users are female, this seems like a no-brainer. Lululemon drew 2.1 million followers by sharing female-oriented inspirational images, and even outdoors heavyweight L.L. Bean is trying to engage female audiences with curated style boards and gift guides geared toward women. The brand has 5.1 million followers, suggesting that the strategy is working.