Pinterest is fast becoming the hottest online content sharing platform, according to a report released by ShareThis late last year. The amount of content shared on Pinterest grew by 19.22%, beating LinkedIn (at 15.11%) and Facebook (14.78%).
What this means is that marketers should start to look beyond Facebook and Twitter as the primary platforms for social media outreach, and capitalize on the fast-growing Pinterest to share their visual content. Here is how you can create awesome Pinterest content that will aid you in marketing without words (not that words are unimportant altogether — but more on that later).
Optimize Your Images
Pinterest largely revolves around visual content, hence it makes perfect sense to spend a large part of your time on optimizing your images. It’s not an exact science, but thankfully some great people have dived in and done the heavy lifting, coming up with the relevant data about what visual characteristics make Pinterest content shine.
1. Tall images get more engagement
Infographics are extremely popular on the web due in part to the fact that they are easier to read — it is far easier to scroll vertically than horizontally. In the same way, Dan Zarrella found that taller images tend to get more repins than shorter ones on Pinterest.
2. Colorful images are well-loved, but only in moderation
Colors naturally attract people, hence it comes as no surprise that the most repinned images have multiple colors. According to a study done by Curalate, images with multiple dominant colors have 3.25 times more repins than images with only a single dominant color. That’s 325% more engagement!
On that note, the same study also found that colors on either extremes (very light or very dark, highly saturated or desaturated) tend not to do as well as those that lie in the medium area.
Oh, and red images get more repins than blue images. In fact, red, orange and brown images receive about twice as many repins as blue images — perhaps because blue can be cold and depressing?
3. Less background (such as white space) in images draw more repins
Designers are often concerned about the amount of background, or white space, is in their designs, citing the importance of it for readibility and usability. The opposite, however, seems to apply for images on Pinterest: Curalate reported that images containing less than 30 percent background are repinned the most, with those with less than 10% background receiving between 2-4 times more repins than images with more than 40% background.
4. Inanimate objects are more attractive than faces
According to Curalate, less than 1/5 of images on Pinterest currently have the presence of faces. This is not without reason – the same study showed that a brand image is 23% more likely to be repinned if the image did not have a face in it.
5. Make use of Pinterest’s new GIF support
There’s something about GIFs that make people instantly like them. Magdalena Georgieva explains it as such:
“The animated GIF is guiding the viewer’s eye along a specific path without being obtrusive… Such eye guidance is the essence of a good call-to-action.”
In other words, GIFs are excellent storytellers. Make use of that with Pinterest’s new GIF support.
Types of Content
Everyone knows that listicles are the mainstay of any blog that wants to succeed in whatever field they are in. In the same way, certain types of content work better than others in Pinterest as well.
Bet you didn’t see that one coming (well, you probably did). Listicles appeal to human beings for numerous reasons, but suffice to say that they create an easy reading experience for the reader. In the same way, top 10 lists do superbly well on Pinterest. The example above shows the top 10 Pantone colors for Spring 2014.
Guides make for easy-to-follow references that help other people to understand the subject-matter of their choice. In particular, they work well in Pinterest simply because a picture paints a thousand words. Rather than describing something at length, why not show it in visual format? As an example, recipes are one form of guides that do really well on Pinterest.
3. Seasonal Content
Whenever a major holiday comes round, Pinterest explodes into a mish-mash of the relevant colors and content – Pinteresters love their holiday seasons! If you’re not convinced, here are 10 amazing Christmas pinners (one of whose images is shown above) who were recently featured on Refinery29. Make the most of the cheer and goodwill, and create some seasonal content to add to the mix.
Dan Zarrella found that, as shown in the graphic above, the most pinned words on Pinterest were full of words that either indicated a positive emotional attachment to the image posted (love, like etc) or indicated aspirational imagery (DIY, inspiration etc). The duo that capture the hearts of Pinteresters seem to be inspiring images paired with actional and emotional words. If you want to move your reader to action, inspire them.