Ready to make Pinterest work for you? It’s time to create a visual strategy for your brand if you want to leverage your potential. You can find lots of advice on how to grow your brand on Pinterest online. But most advice doesn’t focus on Pinterest’s visual side. It’s all about how much you should pin, how to convert to a business account, enable rich pins, and join group boards. You should do all of that, of course. But how do you build brand recognition on Pinterest?
On Pinterest, it all comes down to visuals. This makes the platform perfect for building recognition. But you won’t be successful if you don’t have a strategy in place. Because it’s not about pinning nice images. In this post, you’ll learn how to create a visual strategy and how to implement it.
Why Pinterest? And why do I need a visual strategy?
Am I biased? Maybe. Pinterest is my favorite platform. And that’s not because you can find tips and tricks or get inspired by all those beautiful images. It’s because this platform gives you results. The conversion on this platform is higher than anywhere else. Pinterest generates most of my blog traffic. And most people find me through this platform. But if you want to get people interested in your brand and to click through to your site, you need a visual approach to capture them.
Apart from being a great tool to promote your content, Pinterest will also help you to get recognized. Its visual aspect makes it the perfect platform to capture your audience’s attention and tell them more about your brand.
Creating a visual strategy for Pinterest
To create a cohesive image for your brand on Pinterest you need to outline the basics. If you already have a visual strategy for your brand in general, this will be easy for you. If not, you have to get to the core of your brand first. The following questions will help you with this.
Yet, keep in mind that your visual strategy can vary a bit from platform to platform. What you do on Facebook is not necessarily the same as on Pinterest. You might need a slightly different approach. It’s always recommendable to go through the process of outlining your strategy for every platform you use. Here are a couple of questions you want to answer before creating your strategy.
Who’s your audience?
It’s one of the most important things to know on Pinterest. If you want to create pins which are attractive to them you have to know more about who they are. Find out what they’re looking for on Pinterest. This helps you to position your brand and refine your brand style for this platform. You’ll also get clear on what kind of content they want to see.
This might be different from your other platforms. People come to Pinterest to look for inspiration on what to wear, what to cook, or how to decorate their home. But this doesn’t mean you can’t be successful on Pinterest if you don’t belong to one of these categories. You also need to consider that 81% of Pinterest users are women and that most active pinners are under 40. Of course, this plays a role in who you want or can attract.
What’s your story
Your story is more about how you want to attract your audience. The story you tell through your visuals goes a bit deeper than asking who and what. It’s how you want your brand to be represented on Pinterest. Images can help you spread your message. Most people are more attracted to visuals and remember them easier than just text. Use this to your advantage and create a connection with your audience.
What’s your style
Last but not least, how do you transform this all into a visual style. And before you answer this question it’s good to look at which visuals work on Pinterest in general. Of course, there is no recipe for creating pins or which images get most repinned. Pinterest gives you the following tips:
- Use eye-catching vertical images
- Showcase your brand
- Pick images which are in context to your article, product or service
- Include your logo
- Add text overlays so people know precisely what they get
Think about using photos and graphics to enhance your story. Which kind of images would most likely work for you? Add your unique brand style elements like fonts, colors, logo or other assets that you use e.g. patterns and illustrations. And lastly, make sure that your images stand out from the rest. I recommend creating a mood board to see what this all looks like translated into visuals. It’ll help you to create your pins and stay consistent with your style later on.
Related post: How to create a mood board for your brand
Why visual consistency matters
Pinterest is huge. There are 175 billion pins on this platform. Now, when you’re searching for something or scrolling through your feed which pins do stand out to you? Those which are completely different from what you usually see and those of the brands you recognize. I often know exactly who a pin is from because I recognize the style. If you use your brand style elements consistently, they will serve your audience as identifiers. They’ll know who has pinned this image. That’s how you build recognition. But let’s look at some examples to see what this looks like in practice.
Joy Cho | her colorful style is instantly recognizable. Her own + the images she curated build a cohesive image on her profile.
The Lifestyle Files | uses the same technique but with a completely different style. Her visual style represents what she talks about on her blog, slow living and mindfulness. She curates mostly soft tones and neutral colors on her feed.
ThatDay | for my own pins I stick to a very basic style, black and white, minimal. This is versatile and gives me the possibility to combine it with other styles and still build a cohesive image.
A quick word on why it matters to have a cohesive style and being consistent with it. If somebody lands on your profile you need to give them a very good impression of who you are. The same impression you want to make on your website or other platforms. So people instantly know they’ve come to the right place. Sending different messages will confuse your audience and they will likely turn away.
Being consistent and presenting your brand in the same manner everywhere is what builds brand recognition.
Implementing your visual strategy on Pinterest
As I’ve said above it’s good to have a mood board as a reference. This will help you to create your own pins and to know what you should pin from other accounts. Once you’ve defined your visual strategy it’s time to implement it directly on Pinterest.
Related post: How to find brand inspiration on Pinterest
Style your account
There are several places on your Pinterest profile which you can use to add your brand style and increase brand recognition. The most important thing to consider is that your account looks cohesive. Like everything belongs together when you’re done. As a side note, switch to a business account if you don’t already have one. The business account gives you more possibilities like analytics etc..
Starting with your profile image. It’s personal preference if you decide to put a headshot of yourself or a logo in this place. I prefer a headshot so people can see who is behind this brand. In general, you should have the same image on all your platforms to make it easy for people to recognize you.
Then you have the banner on top of your profile which can show your latest pins or one of your boards. The only thing to consider here, again, is cohesiveness. If you want to be absolutely sure to have this fit your brand style, make it show a specific board in which you regularly add all your own pins. If you want it to show your latest pins you have to make sure your pins are curated. We’ll come to that point soon. So hang on.
Now, there’s another feature in the top of your profile and that’s the carousel. Here you can showcase your top boards. The boards which you’re most active on and which are the most interesting to your audience. You can see this as your top 5 categories. As for your banner make sure the boards align with your visual style.
Style your boards
And while we’re talking about boards, that’s where you can really implement your own visual style. Not only by pinning the right pins but also by adding board covers you created. Your board cover images need to align with your brand style either if you create them yourself or if you pick an image you’ve found on Pinterest. When somebody lands on your profile and begins scrolling through your boards you want them to see that you’ve put some thought into it. A cohesive style makes you look professional. But it also helps people to identify your brand through your visuals.
Style your pins
The next step is your own pins. A simple but effective way to ensure your pins are on-brand and recognizable is creating templates. These templates can include your logo, brand colors, fonts, and decorative elements. It’s easy to switch out text or photos every time you need a new pin image. Using the same style makes you recognizable and helps to get your pins noticed.
Related post: Why you need to create branded templates
Another tip is to create 2 or 3 different images for one piece of content and see which image gets the most repins. And then create more images with the same style. Want to save some time pinning, try Tailwind to schedule your pins in advance.*
No more random pinning. This is my preferred part and the one thing that will set you apart from other brands on Pinterest. Because not everybody wants to put the effort in. On Pinterest you won’t only pin your own pins, you’ll also look for content from other brands which might be interesting for your audience. But other brands don’t have the same visual style.
In the worst-case scenario, when people come to your profile these pins will stand out to them because they don’t fit in with your style. I bet you’ve never thought about this. To keep your profile attractive, make your own pins stand out, and at the same time create an overall cohesive image you need to do some extra work.
This means curating the content you pin. There are two factors which help you decide if you should pin an image. The first is to make sure the content aligns with your brand and is of interest to your target audience. The second is making sure the image aligns with your visual style. It’s like putting every pinned image through a filter. If it doesn’t fit your style you don’t pin it.
Now let me know, will you go the extra mile and create a visual strategy for Pinterest? Let me know in the comments.
*affiliate link | Because every girl needs to earn her bread + butter, I sometimes make use of affiliate links. This means if you buy something through one of these links I will earn a small commission. And I appreciate if you do! |