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Your essential guide to organic marketing on Pinterest

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your essential guide to organic marketing on pinterest
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What is Pinterest? 

The days of organic reach on social media might be disappearing, but that’s not the case for Pinterest. In fact, it’s exploding in popularity and offering businesses valuable opportunities to reach and engage with new, high-intent audiences using organic content.

More marketers and brands are realizing the potential of Pinterest to boost search engine rankings, drive valuable website traffic and build brand salience.

Pinterest isn’t just another social media platform.  While it’s often lumped into the social media category, Pinterest’s goal is to be a place of inspiration, rather than social networking.

A more accurate definition would be to call Pinterest a visual search and discovery engine. Here’s how the platform works: users can search, save and curate visual content (known as Pins) and add these Pins to a digital inspiration or mood Board. The entire platform is built on shareable, saveable visuals that can easily be discovered by users across the globe via their Home Feed.

One of the key features of Pinterest is the search ability of its content.

Unlike other visual-focused media platforms, Pinterest acts as a search engine where users can easily scout out new content based on specific keywords. Plus, each Pin includes clickable links that direct users to learn more (or even buy specific products) on the brand’s website.

While Pinterest has been around since 2010, it’s only just gaining significant traction now. The platform currently boasts 459 million monthly active users. That’s the biggest jump in usage that the platform has ever seen.

This offers a huge opportunity for brands and businesses to boost their search ranking and increase web traffic by sharing engaging, high-quality visual content on Pinterest.

How is Pinterest Different? 

While Pinterest and Instagram are both built on visual content – it’s a paradise for visual marketers, but that’s where the similarities of these platforms end.

In the words of Pinterest’s founders, they see the platform as a “catalog that’s handpicked for user, giving users the ability to discover, save and curate visual content with ease.

In fact, the team behind Pinterest have been making a very deliberate decision to distance themselves from other social media platforms. Instead, the focus is to give users a place to save what’s useful and inspiring to them.

So, what exactly makes Pinterest different from other platforms?

  • Focuses on finding ideas and inspiration, not documenting and sharing what users are doing with their network of friends and followers.

  • Allows users to search for visual content using handy keywords, rather than scrolling through an endless algorithm-focused news feed.

Why should my business support Pinterest? 

  • Pinterest offers significant organic opportunities

  • Pinterest offers powerful SEO Benefits

    • Pinterest acts more like a search engine than a social platform, which means there’s stacks of SEO opportunities up for grabs. In fact, Google loves Pinterest and frequently places Pinterest pages at the top of search results (including SERP features and Google Image search results).

    • 75% of Pinterest users say they’re “very interested” in discovering new products, in contrast to 55% on other digital channels. By optimizing your Pins and Boards for your target keywords, you can easily reach new, high-intent users who are hunting for the products & services you offer.

    • Pinterest offers valuable opportunities to drive traffic to your website. Every Pin you share offers multiple clickable links, allowing you to easily move users from inspiration to action.

  • Pinterest leverages visual search for marketing better than any other platform

    • Pinterest offers a unique opportunity for users to search for visual content. As a visual discovery engine, brands are able to reach valuable new audiences using keywords and skillful SEO-friendly best practices.

    • And if you’re trying to reach younger customers, Pinterest offers incredible opportunities. Pinterest Gen Z users grew 40% between 2019 to 2020 plus millennial audiences grew 35% in 2020 alone.

    • And these audiences are craving new ways to discover brands and products, with 62% of Gen Zers and millennials say they’d like to be able to search by image.

Leveraging Pinterest SEO for organic discoverability

Pinterest’s search engine capabilities are one of its strongest points of difference. This powerful visual discovery engine allows brands to organically reach new audiences and build meaningful brand awareness.

Unlike other platforms, Pinterest’s Home Feed is curated for users based on the kind of content they’ve recently searched for and saved. That offers incredible scope for brands to reach high-intent audiences who are already interested in and searching for topics related to your businesses.

So, how can you boost the discoverability of your Pins and Boards with SEO-friendly content?

  • Conduct keyword research on Pinterest: start searching for keywords related to your business in Pinterest and see what recommended terms come up. This is an easy way to understand what popular terms you can try to rank for and inject into your content.

  • Optimize your Pinterest Boards: did you know that Boards show up in Pinterest search results? That’s why it’s important to ensure your Board name and description uses SEO-friendly keywords to boost your chances of organic discovery.

  • Optimize your Pins: the title of your Pins is one of the most important spots for SEO on Pinterest, so make sure to pepper in relevant keywords and keep this copy short, sharp and relevant (in under 100 characters).

    • Plus, your Pin descriptions are valuable real estate you need to optimize to boost your SEO. While you have 500 characters to play with, make sure to focus on adding keywords to the first 50-60 characters (as this is the preview text “pinners” will see in their Home Feed).

  • Use Rich Pins: as we mentioned, Rich Pins offer extra opportunity to inject keywords into your Pinterest content. These Pins sync information from your website into your Pins, and allows you to drive users to your website, too. These Pin formats are free, but you’ll need to apply through Pinterest to access them. Currently, there are three types of Rich Pins:

  • Product Pins: these Pins draw on metadata from your website and include the most current price, availability and product information directly from your site. These Pins are a great way to drive shoppers to your website to boost the likelihood of conversion.

  • Recipe Pins: these Pins allow you to add the title, serving size, cooking time, ratings and ingredients from your website, with plenty of extra spots to inject SEO keywords.

  • Article Pins: these Pins let you show the headline, description and the author of your latest blog posts on Pinterest. This enables you to re-share SEO-friendly blog content to Pinterest and allow these keywords you’ve used to boost your searchability.

Kicking off a Pinterest Strategy

Ready to put your newfound Pinterest knowledge into action? Now, it’s time to turn your attention to crafting an organic Pinterest strategy that will help you drive the best results from this platform.

Pinpoint your marketing objectives for Pinterest

Like any marketing platform, Pinterest requires a unique set of goals to ensure it’s serving a specific purpose for your business. Before you begin posting content to Pinterest, make sure to clarify your objectives and why you’re using this platform in the first place.

Some goals you might consider could be to:

The key here is to be specific about what objectives are most valuable to your business, and use these to inform your content marketing strategy for Pinterest.

Optimize your website for Pinterest

Pinterest offers incredible search engine opportunities and has the potential to drive high-intent users straight to your website. However, it’s important to check your website is optimized to perform at its best for Pinterest users.

Here are three actionable steps you can take:

Ensure your website is mobile responsive: 85% of Pinners use their mobile app, so make sure your website is responsive to mobile user traffic.

Install the Pinterest Save button to your website: this allows your website visitors to save content straight from your site to Pinterest, boosting your chances of organic discovery.

Confirm your website: this ensures you receive analytics from the Pins you publish from your site.

Conduct keyword research on Pinterest

As Pinterest operates as a search engine, it’s valuable to use its search functionality to optimize your content strategy.

By completing a keyword research, you’ll be able to understand what key terms Pinners are searching for and build these into your Pinterest content.

Simply use the search function on Pinterest to search for key terms related to your business, and create a list of related terms you can leverage for your upcoming content. Keep this list on hand and update it regularly to ensure you’re capitalizing on new topics and emerging keyword trends.

Design Pinterest boards aligned to your target keywords

Speaking of keywords, these popular phrases can be used to inform the boards you create as a business on Pinterest.

By designing your content pillars and boards around popular keywords, you’ll be able to effectively curate your content and reach new audiences who will be interested in your content.

Make sure to clearly name your boards using these keywords to maximize the benefits of your keyword research (and boost your chances of appearing in the search results).

Create a Pinterest content calendar

The key to gaining traction as a business on Pinterest is to show up consistently and frequently. To keep your audience engaged and growing, a content calendar for Pinterest can help you plan your posts in advance. Plus, this document will ensure every Pin you share is tailored to a marketing objective and target keyword.

When planning out your content for Pinterest, make sure to:

  • Focus on high-quality visual content: as Pinterest is a visual-first platform, be sure to share a mix of branded imagery and custom graphics that showcase your brand’s visual identity.

  • Educate and teach your audience something new: 84% of Pinners say that Pinterest helps them learn new things, so design your content to educate your audience. Think about creating how-to tutorials, educational videos and insightful infographics that showcase and share your industry expertise.

  • Inspire your audience with aspirational content: give Pinners a reason to follow and engage with your content by sharing visual inspiration relevant to your industry (whether that be travel, interiors, style or anything in between).

The best way to be sure that your content is consistent, and your audience is growing, is to plan & schedule your Pinterest content. You can start scheduling your Pinterest Pins with Sked Social. Start a free 7 day trial, and if you like what you see, take 50% off your first month with code SKED50.

All the organic Pinterest format specs you’ll ever need

Now we’ve got your creative juices flowing, let’s chat about the specs and guidelines you’ll need to work with across all Pinterest content formats.

  • Static Pins: single image only

    • File Type: PNG or JPEG

    • Max file size: 20 MB

    • Aspect ratio: 2:3 is recommended (1000 x 1500 pixels)

    • Title copy: up to 100 characters

    • Description copy: up to 500 characters

  • Standard Width Video Pins: same size as a Static Pin

    • File Type: mp4, mov or m4v

    • Encoding: H.264 or H.265

    • Max file size: up to 2GB

    • Video length: minimum 4 seconds up to a maximum of 15 minutes

    • Aspect ratio: square (1:1) or vertical (2:3 or 9:16) is recommended

    • Title copy: up to 100 characters

    • Description copy: up to 500 characters

  • Carousel Pins: features multiple images users can swipe through

    • File Type: PNG or JPEG

    • Max file size: up to 32 MB per image

    • Creative Quantity: 2 to 5 images per carousel

    • Aspect ratio: square (1:1) or vertical (2:3) is recommended

    • Title copy: up to 100 characters

    • Description copy: up to 500 characters

It all starts with a single pin

We’ve designed 10 Pinterest cover templates to get your started! They’re free and customizable. All you have to do is follow this link to start editing your Pins with Canva.

So, there you have it. When it comes to organic Pinterest marketing, it’s all about understanding how to optimize your content for reach and discoverability. By harnessing the power of visual storytelling and curating your Pinterest content for maximum discoverability, you can capitalize on the benefits of this visual search engine. High-intent users are ready and waiting to hear from your brand on Pinterest – it’s just a question of whether you’re showing up to engage and convert them.

The best way to be sure that your content is consistent and your audience is growing, is to plan & schedule your Pinterest content. You can start scheduling your Pinterest Pins with Sked Social. Start a free 7 day trial, and if you like what you see, take 50% off your first month with code SKED50.

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Meta Expands Access to Instagram’s Creator Marketplace

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Meta Expands Access to Instagram’s Creator Marketplace

Meta has announced that it’s finally expanding access to its Creator Marketplace tool, which will give more businesses the capacity to search for creators to work with on their Instagram campaigns.

Meta first launched its Creator Marketplace back in 2022, enabling U.S.-based brands to search and connect with relevant platform influencers based on a range of qualifiers, including focus topics, follower counts, location, etc.

And now, businesses in the following regions will also be able to access the tool:

  • Canada
  • Australia
  • New Zealand
  • United Kingdom
  • Japan
  • India
  • Brazil

In addition to this, Meta also says that Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.

Which is interesting, considering Meta’s tenuous history with the CCP’s “Great Firewall”, but the deal here relates to Chinese businesses operating in regions outside of their homeland, which is somewhat separate to Meta’s internal dealings.

In addition to expanding access, Meta’s also rolling new machine learning-based recommendations within Creator Marketplace, which will use Instagram data to help brands more easily discover creators who are the best fit for their campaigns.

Instagram Creator Marketplace

As you can see in this example, the new recommendations will highlight accounts that have strong engagement rates in your niche, have mentioned your brand in the past, or have produced good results for similar businesses.

That could make it easier to find the right fit, or at the least, to give you more options to consider in your process.

Branded Content collaborations can be highly effective on IG, by using the established expertise and experience of creators who have already built a following in the app, and know what works, to boost your promotions.

By working with the right creators, with connection to your target audience, you can secure valuable endorsement within key communities, which can help to germinate your branding in the right communities.

Brands can check out Instagram’s creator marketplace in Meta Business Suite, with access coming to these new regions shortly.



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X Faces Restrictions in India and Pakistan Amid Government Orders for Content Removals

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New Report Finds That X May Be Inflating its Ad Performance Results

X is facing new challenges in both India and neighboring Pakistan, with the Indian Government calling on X to censor specified accounts to counter unrest, and Pakistani officials seemingly blocking access to X altogether, amid accusations of vote rigging in its recent election.

Firstly, in India. As confirmed by X, the Indian Government has issued a new order for X to ban users that it has identified as prompting civil disobedience.

As per X:

“The Indian government has issued executive orders requiring X to act on specific accounts and posts, subject to potential penalties including significant fines and imprisonment. In compliance with the orders, we will withhold these accounts and posts in India alone; however, we disagree with these actions and maintain that freedom of expression should extend to these posts.”

X says that even though it is moving to fulfill these orders, it will also continue to challenge the Indian Government’s bans through whatever legal means it has available.

It’s not the first time that the Indian Government has demanded specific censorship from the platform, with both X and previous Twitter management being called upon to remove certain comments and users who’ve gone against official rulings.

Last year, X was forced to remove a BBC documentary that was critical of Indian Prime Minister Narendra Modi after it was banned in the nation, which many used as an example to highlight X’s inability to uphold its own free speech approach.  

Twitter, meanwhile, was served with a non-compliance notice in 2021 for refusing to action similar account takedown demands from the Indian Government. In that instance, which directly related to civil unrest, India threatened to shut down Twitter entirely in response, while it also suggested that the company’s Indian staff could face up to seven years jail time for failing to comply.

As such, Twitter was effectively forced to action India’s requests, in order to protect its staff (note: The Indian Government has denied that any such threats occurred).

Both incidents serve as reminders of how authoritarian regimes will look to control mass communication platforms, like Twitter and X, in order to manage messaging, and combat noncompliance.

Pakistan, too, has a long history of seeking to control social platforms, though more notably due to “inappropriate content”, as opposed to what users are saying. Pakistan, which is a Muslim country, has banned various apps, at different times, in response to concerns about content, though in this latest instance, it does seem to be taking a leaf out of India’s book in using bans to quell civil unrest.

X will now have to find a way to maintain an adequate balance between adhering to such requests, while upholding its own “free speech” ethos, though X owner Elon Musk has been clear from the start that his free speech push will not go beyond the bounds of local laws in each region.

So while Twitter has challenged India’s requests in the past, and X has vowed to seek further legal clarification around the same, it will be aligning with the Indian government’s requests, and removing users and content in line with their requirements.

Does that mean that X isn’t willing to stand its ground on its much lauded open speech approach?

No, not when the alternative is to see X banned entirely, which would eliminate all speech for the impacted individuals, and reduce all protests against government action.

And no matter what your opinion of X may be, it is still a highly influential platform, in many ways, which is why officials are still looking to control the discussion in the app.

Though the bigger for question for Elon specifically is how such actions could impact his other businesses.

Tesla is still working to get into the emerging Indian market, which could become a huge sales opportunity for the company. Tesla’s been working with the Indian Government to enact new concessions on import duties, in order to bring its vehicles to market, and it’d be interesting to know whether Indian officials have used such as a lever to pressure action at X.

Based on what we know, it does seem like X would have little choice either way, but it’s another consideration in this instance, which could cause some uncomfortable internal discussions around the same.



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How I Landed Job Interviews Without Experience

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Working 9 to 5 Emily In Paris?width=398&height=256&fit=crop&auto=webp

The opinions expressed in this article are the writer’s own and do not reflect the views of Her Campus.

This article is written by a student writer from the Her Campus at Wilfrid Laurier chapter.

As a university student, entering the workplace can be a difficult transition for more than one reason. For starters, simply finding a job to get experience on your resume and begin your career can be one of the most difficult parts. Most jobs want you to have experience, but you can’t get experience without experience in the first place! In previous years, I was unsuccessful in landing summer internships in hopes to kickstart my career. This year, I decided to do my research and do everything possible to land interviews because I knew once I got to that point, I could sell myself into the position. Here are my tips on how to at least get to the interview portion of the stressful job search process.

Finding Jobs

First off, you need to be able to find jobs in your field. As a communication studies student, I was searching for public relations, marketing and social media focused jobs. I used a few search engines in order to find them. I began on Indeed, making my job search varied by using “Summer 2024 student internship” as a starter, and going more specific into marketing, social media and public relations after. Indeed was helpful, however, it seemed very limited. I then went to Google with the same searches. This led to a few more job search websites that gave me a few more job postings. My final place to search was LinkedIn. Prior to this year, I wasn’t using the platform for my job search. Getting a 30-day free trial of LinkedIn Premium helped tremendously, as they give more specific job postings based on your profile as well as tips and tricks to updating your profile to match with those hiring. One thing to remember if you’re looking for a summer job is to start looking early. I applied from January through February, searching for new postings almost daily. I also kept a spreadsheet in Notion to keep track of jobs I’d applied to, the status of if I’d heard back and links to the company websites for future reference once an interview was in place. Keeping this organized will allow you to not only know which jobs you apply to, but how long it’s been and whether you’ve heard back or not.

Resume and Cover Letter

Your resume and cover letter are extremely important because with many applicants, hiring managers may only glance or skim through both. You want your resume to look clean upon first sight, nothing too flashy or dramatic and preferably on a single page. Highlight your education, job experience and skills and abilities without writing too much or too little. I found that once I summarized my roles to two or three points each, I became more successful in landing interviews. If you have stellar grades, adding your transcript to applications is always something to consider, as even if you have little to no experience, your dedication to school may assist you in this. As someone with only retail experience wishing to enter a whole new field, making sure my roles reflected leadership skills, collaboration and possibly marketing skills was important. Any extracurriculars that may highlight the field you wish to enter and apply to is also a key feature to reflect in a resume. As for a cover letter, there are so many templates online as to how to make your cover letter look clean and professional by adding the company’s address, hiring manager’s name and your signature at the bottom. If you’re someone with no experience, talk about personal projects. I ran a TikTok account for years where I discussed books and collaborated with publishing companies and I found that when I had put that information in my cover letter, more companies reached out to me for interviews. The way you shape your interests and extracurriculars is a make it or break for a cover letter.

Keep On Trying

Landing an interview is a long process sometimes. It can become disheartening seeing friends around you land interviews and jobs in their fields as you continuously apply. I’d nearly given up a few weeks in, with no emails or updates on jobs I applied to. But I kept trying, getting feedback on my cover letters, resume and profiles throughout the process and ended up receiving interviews for multiple companies within the same week. The job market is a combination of experience, how you shape yourself through a resume and connections you may have. Don’t be too hard on yourself if it’s taken longer than you wished to land an interview. With a few hours a week dedicated to the search and writing of cover letters, you’ll have interview requests in no time.

Whether you’ve just graduated, are currently in school or just want to kickstart your career, job searching can be a scary thing. With dedication and constant feedback, you’ll become more and more sure of yourself and ability to get the jobs you want. Good luck on the job search and remember all good things come with time.

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