In the early years, it was easy to use Pinterest for fine art marketing simply by pinning up links to photos of your work. But these days, with more than 70 million users pinning new items to their boards day and night, an artist’s pins can quickly get lost in the avalanche of content. That’s why Pinterest has redesigned its search criteria to make it easier for people to find the pinned content they’d most like to see.
The Pinterest team now examines each new pin to determine which ones are “high quality” pins. By “high quality,” they mean pins that combine useful content with beautiful pictures. Now when a person searches for something on Pinterest, the system will serve up the highest quality pins in response first, much like getting that top slot on Google.
So if you’re using or thinking about using Pinterest to market fine art, and you want to increase your chances of having your pins served up to people who may be interested in you and your work, you’ll want to invest a bit of time in identifying great pins that include valuable content. Look for things that educate or inspire the people you’re hoping to connect with through Pinterest. For example, you might link to your own or others’ blog posts about the type, style, or subjects common to your work or to online content about art collecting. And, of course, be sure to include one or more gorgeous, relevant images!
Once you’ve nailed down the kind of pins you want to place on your boards, you can follow these 8 tips for further ensuring that your Pinterest marketing efforts engage the art lovers you want to attract:
- Name your board(s) wisely. You can help Pinterest’s search engine understand what your board or boards are about by giving them smart names that make everything clear. Yes, it’s great to also be clever if you can, but clarity wins out in Pinterest’s new search criteria.
- Embed select keywords in your own images. When you’re setting up your own content, such as blog posts that you’re going to later pin to a board, attach two or three alt tags or keywords to the images within your blog posts. Think: If a person were searching for the content you’re about to post, what keywords would they most likely use to search for that content? Down the road, this will help the Pinterest search engine categorize and understand your content.
- Use select keywords to describe each pin. Once you’ve pinned some new content to your board, remember to edit the description of the pin so it’s not just a repeat of the content’s title. Again, incorporating a few choice keywords (and maybe one hashtag) into this description will help Pinterest’s search engine understand what your content is about and serve it up to people who are interested in it.
- Be concise with pin descriptions. Although you want your pin descriptions to adequately describe the content and value of your pins, you’ll also want to keep the descriptions short since mobile devices only show the first 125 characters.
- Choose what to share and what to hide. If you’re using Pinterest for both your own enjoyment and interests as well as a means of promoting your art, consider making your promotional boards public while making your personal boards “secret.” That way, people will stay focused on the content you want them to see when they arrive at your set of boards.
- Watch your timing. Although it’s a good idea to be consistent in the frequency of your new pins, such as once or twice a week, consider varying the days and times that you pin, especially on weekends. You’ll have a better chance of connecting with a wider range of art aficianados.
- Practice good social media etiquette. As you’d do with almost any social media platform, you can make friends by first participating with art lovers on other people’s boards or group boards, then inviting them to become your followers.
- Say thank you. From time to time, it’s nice to find some way to express your gratitude to your followers, perhaps with a fun contest or giveaway.
Since I’ve just started using Pinterest for promotional purposes myself, I’d love to hear from some of you more experienced Pinterest marketers. What’s worked for you? Let’s connect!