If you’re hoping to optimize your Pinterest promoted pins, there are several strategies you can take to boost ROI and increase visibility. It’s not uncommon for businesses to make a few mistakes when they first start a promoted pins campaign, but these five methods will help you generate results.
1. Test Different Pin Sizes
Start with the size of your promoted pins. You probably already know that portrait-oriented (tall) pins work better than the landscape (wide) variety, but how tall should you make your images? Try testing different versions while maintaining the consistent 2:3 aspect ratio. Depending on your industry and the types of images you promote, you might find that your audience prefers a size that contradicts the advice you’ve read.
2. Create Compelling Copy
It’s true that Pinterest is largely a visually-oriented medium. It’s designed to promote pinned images, after all. However, adding compelling copy to your pins can drastically improve your promoted pins performance. When consumers see a pin that interests them, they often read the description to learn more about the subject.
If you’re not sure how to proceed, Dan Zarrella has already done some of the work for you. He analyzed the performance of more than 11,000 pins and produced an infographic to reveal his findings. The numbers might take you by surprise:
3. Text Overlay
You might have heard Pinterest boast about its text overlay feature. It’s not just marketing hype—it’s the real deal. When you include text on your images, you increase engagement value and boost the chances for shares.
You can choose the location for your overlay—top, middle or bottom—so test different options to see which ones work most effectively.
4. Call to Action
Great content needs a compelling call to action. Consumers like when you tell them what to do—it saves them from having to make a decision themselves.
It’s similar to the bystander effect. If a person injures himself and shouts for someone to dial 911, none of the bystanders will reach for their phones. It’s not because they’re evil or non-compassionate. It’s because they assume that everyone else will make the effort.
Use this knowledge to inform your calls to action. Try different wording options to see what works best for your audience. Use something generic, such as “You won’t regret it. Shop now.” Then throw in more specific CTAs, such as “Find your new spring shoes now.”
5. Consider Both Multi-Image and Solo Image Pins
Multi-image pins have become increasingly popular among Pinterest participants. Why? Because they allow you to exhibit a range of products at the same time, thereby increasing visual interest as well as the chances that a viewer will see something he or she likes.
Will this strategy work well for your business? It’s possible. Some consumers might find these images too busy, cluttered, or confusing, while others will respond well to them. If you’re not sold on multi-image pins, try taller versions of the pins you’re already creating.
Jackson Salzman is a paid social account analyst for Elite SEM.