Writing for Pinterest
Pinterest is hot stuff for sharing visual content. It drives traffic, increases sales, makes friends and influences people, and generally does a great job of spreading your pictures around.
So what does this have to do with writing? Pinterest is just about pictures, isn’t it?
No. Every picture you pin at Pinterest has to have some words with it. Some pinners put “/” or “…” on all their pins, and that’s fine if it’s your wedding planning board, but if you’re using Pinterest to engage with customers, the words are just as important as the pictures.
Here are some of the ways you can use text at Pinterest for strategic communication:
- To keep people at your board Sometimes you’re pinning pictures from elsewhere. Provide everything the reader needs to enjoy the pin and they’ll stay and read the rest of your pins, instead of clicking away.
- To get them back to your website When you’re pinning from your own website, you want it to be clear that there’s more worth looking at and reading at the site. Your pin in this case can just be an illustration of all the cool stuff to be found back at your site. Add your URL (or watermark your photo with it) to encourage visits even if it gets separated from you as it’s repinned.
- To start conversations Use questions or provocative statements to get people to talk to you. They’re more likely to follow, to come back, and eventually to click through to your website and become a customer. I’ve circled the question in the screenshot below so you can see it more easily — it’s not that way on the pin.
- To jazz up your Twitter stream You can Tweet as you pin. In that case, your text has to be interesting enough to be read by itself while also luring people back to your Pinterest board. Fortunately, this also makes your Pinterest board more interesting and authoritative.
Some people like pictures. Some like words. Some like both. Everyone remembers best when input is varied. Hedge your bets by writing your Pinterest text well and get the most out of your business boards.