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The Top Performing Brands on Pinterestand What Makes Them Successful

June 3, 2014

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How to leverage Pinterest

Successful Brands:Provide valuable, interesting content for users that aligns with brand valuesA large volume of contentFrequently added new contentPin-able content (pins users want to pin to their boards) Pins that link to valuable content (in eye of the user)Brands allow user some form of meaningful interaction

UGC: repinning from users, pinning users content (other sources off Pinterest)

ContestsInnovative uses

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L.L.Bean on Pinterest 5,409,175 followers 31 boards 1,559 Pins

Content with an strong emotional appeal that it relevant to brand (for example, the Outdoor Fun board)

Balance of product images vs. other imageryL.L.Bean’s Outdoor Fun board mixes imagery of outdoor activities and inspiration with shots of their product being used

UGC & content from other relevant brandsSelfies submitted of people wearing their L.L.Bean boots, or of pets with L.L.Bean products submitted via Instagram or Twitter

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Harper’s Bazaar on Pinterest

Harper’s has huge volumes of content and pins frequentlyNearly 6,500 pins for Beauty & Hair aloneMany boards are updated daily

Pins drive to content that is valuable to the userFashion coverage, beauty tips

Harper’s uses calls to action (CTA) on some pins to hint to users that there is more content available

Engage and gain followers Pinterest contestsMaking sure to follow Pinterest rules for contests

4,676,076 followers,

2nd most followed major, national brand (22nd most followed account)

99 boards 47,237 pins

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Whole Foods Market on Pinterest 188,978 followers 59 boards 3,604 pins

Whole Foods uses images that are easy to identify and create an instant response/connection

Whole Foods keeps board themes broadStrength board features everything from exercise how-tos to high-protein foods to inspirational quotes/memes

Whole Foods takes advantage of crowd sourcing, influencer outreach, and collaborationMost of their boards are group boards to allow for open collaboration among many pinners (assumingly invite-only)

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Bon Appetit Magazine on Pinterest

60,531 followers 51 boards 3,423 pins

Bon Appetit uses rich recipe and article pins which provide additional info to pique users’ interestThe 5 types of rich pins currently available for business are place, article, product, recipe, and movie

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Women’s Health Magazine on Pinterest 287,439

followers 74 boards 4,151 pins

Women’s Health creates a special pin to use as the cover of each board, creating a unique and uniform look

Women’s Health features a number of boards custom curated for specific segments of their audienceFor example, a series of “shop your shape” boards with separate boards for curvy, pear-shaped, athletic, etc. figures

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Sephora on Pinterest 302,177 followers 67 boards 7,001 pins

Sephora repins content from other beauty brands and their top pinners (making sure to give credit to pinners)Crowd source from Instagram,Twitter, and Sephora.com profiles

Sephora’s website is Pinterest optimized, allowing shoppers to pin products, photos from other users, and other content directly onto their own Pinterest boards

Color-themed boards for added visual appeal

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Take-aways Pin frequently to create a large, diverse, and fresh body of content (at

an even pace, not all at once)Ensure that each board has enough content to feel substantialBalance branded and non-branded content

Keep boards organized and ensure imagery and title communicate the theme of the board effectivelyDon’t be afraid to consolidate boards

Use more attractive imagery and better quality contentPinterest is about curating gorgeous boards, vast collections of good content, or both

Pin content from other sources that aligns with brand values Pin user generated content Pinterest-optimize your website

Both by adding pinning buttons and ensuring that imagery is pin-worthy

Include descriptions on each board so they can be found in user searches

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Thank You!!