Wedding season is upon us, and with it comes the season for the social media bride. These days social media is becoming part of the wedding planning process, with more 70 percent of would-be brides using Pinterest to make plans before getting engaged.
According to Jared Del Prete, Director of Digital Strategy for EGC Group, a full service advertising agency, Pinterest is a unique platform for compiling and aggregating content from users and brands alike.
It really is just a great way for eventual brides to load up their feed and start browsing. Assuming people are Pinning with best practices in mind, they can easily follow a brand or click a hashtag.
He added that Pinterest is particularly useful because of the way it pulls images from major sites and people build boards and connect them all together. And despite much of the content being user-generated, since people are browsing websites and pinning images from those sites, it creates a “garden of great content.”
Del Prete notes that as people pin content from sites they like — dresses, flowers or a great photography idea — other people are seeing that there’s a great viral effect. Instead of working like so many social networks do to strip attribution, Pinterest is designed to drive traffic back to the original source. Del Prete says this is precisely why Pinterest is so valuable to brands.
He offers a few tips for making the most of Pinterest during the wedding season:
- Make images pinnable: In other words, brands need to take advantage of Pinterest integration so images can be shared directly from the site. Beyond technology, Del Prete says it’s also important to make images compelling and compatible with both desktop and mobile devices.
- Be mindful of image size and quality: Every social site has a sweet spot for image sizing. According to Pinterest, the best aspect ratio is between 2:3 to 1:3.5 with a minimum width of 600 pixels. Anything falling outside these parameters will be adjusted to fit the feed.
- Include useful descriptions: Pinterest isn’t just a digital scrapbook, it’s a visual search engine. Including relevant keywords and a clear description can help users find your images when conducting a search.
- Boost images with ads: Pinterest is now available for self-service advertising, which Del Prete says can be used to great advantage. He notes that a promoted Pin in the fashion category could result in 138 million impressions per month.
Ultimately, Del Prete says Pinterest has a tremendous upside for ecommerce and brand positioning. While there’s still room to grow, he says Pinterest has made progress over the last year.
Now brands can see top performing pins across all boards, which pins are driving the most clicks, and what is most shared or re-pinned.
For wedding season, he recommends brands pay attention to which dress styles and flower arrangements are getting the most engagement and adjust website inventory accordingly.
You might want to promote those things, but you could also adjust how it displays on your website so it impacts sales.
Image courtesy of Shutterstock.