How magazine publishers are growing audience with Pinterest

Pinterest - Basics for Publishers

Like other social media platforms, Pinterest has a significant user base who share content that appeals to their interests. And, since Pinterest is image-oriented, it’s a good platform for magazine publishers to engage their audience.

Pinterest is an image-based social media site that allows users to discover, save, and share ideas for inspiration. The content – called pins – is inherently shareable. Examples are nature photography, wedding photography and artwork. Other content finds its way there too, from dinner recipes to industry white papers, and even videos and podcasts.

As long as a compelling image and description can be applied to the pin, it increases the chance users – called “Pinners” – click or tap through and view the content source. Ultimately, it’s about pinning something an audience is attracted to or wants to learn more about.

What does this platform mean for magazine publishers seeking to increase audience?

Media advisory company Kantar Millward Brown found that, when compared to other social media websites, Pinners were 47% more receptive to being introduced to a new brand. Given Pinterest’s business model and continued growth, magazine publishers can expect to engage its audience and raise awareness of their brand and that of their advertisers. This is especially true when pins are paired with:

Publishers should take note of Pinterest’s demographic to be sure that it’s right for them. Multiple agencies track this type of information, including the Omnicore Group, note that Pinterest is largely a female-dominated user platform, though in recent years it has seen some growth in the male population. Omnicore also says that approximately 40 percent of Pinners have household incomes greater than $100,000, and 72 percent of Pinners use the platform to make decisions on what to purchase offline.

Because of this demographic, Pinterest sees good performance for pins that promote recipes, art, hobbies, food and beverage, technology and weddings. And, as a positive for local and regional magazines, each of these pin topics are enhanced when they’re tagged with related local and regional culture or business.

Publishers can set up their account and jump right into pinning, but it’s best to research and develop a strategy first. Define who your target audience is, and research what that demographic finds engaging and compelling.

Since most users visit Pinterest with their mobile device, pinned images work better when they have a portrait orientation. Other important pinning tips involve things like ensuring captions are search-friendly and that rich pins are enabled on your account.

Pinterest rolled out a new change in November 2018 that may provide benefits to publishers. The company updated its relatively new Following tab so that it displays single pins from users in a chronological format, much like Instagram. Additionally, now when users tap on that single pin, the user is directly taken to the originating page, where previously this took several taps.

SocialMediaToday’s Andrew Hutchinson notes, with Pinterest starting to resemble the Snapchats and Instagrams of the world, it becomes more challenging for these and other sites “to boost their individual value in a significant way.” In other words, they will have to continue proving how they differentiate themselves to the benefit of publishers.

Lucia Moses of Digiday echoed that sentiment earlier in the year, lamenting Pinterest’s lack of “native tools with strong analytics.” In truth, Pinterest does have its own Pinterest Analytics for business accounts, giving metrics such as impressions, repins, clickthroughs, and average monthly views/engagement. And, Moses says, Pinterest seems to be making strides in building stronger ties with content creators. It has recently brought in a new Head of Content and Creator Products in David Temple and piloted a few new monetization and branding tools with publishers.

Like other social platforms, Pinterest is an evolving tool requiring publishers to stay up to date in order to maintain an effective presence.

 

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