Pinterest Social Media Brands

Pinterest for brands: 5 reasons Pinterest is valuable to your social media mix

We love helping our clients win. For many of them, Pinterest is a valuable player in their battle for consumer attention. What we find interesting, though, is how many people either don’t believe in the power of Pinterest or aren’t aware of how much evergreen momentum Pinterest can offer their brand. For any naysayers out there, we’ve compiled a list of reasons why we love Pinterest and why you shouldn’t write it off, especially if you’re playing in the food, travel, or lifestyle spaces.

5 Ways Pinterest Brings Value to Your Brand:

  1. People use it to shop. According to Pinterest, 90% of weekly Pinners use the platform to make purchase decisions. In fact, when compared with other sites, Pinterest is more likely to impact what people buy. Why is that the case? When asked, Pinners explained that Pinterest’s unique mix of inspiring images and personalized recommendations helps them become more confident in what they’re buying.
  2. Great content thrives. What does Pinterest have that other platforms do not? A news feed algorithm that curates user content based on previous actions, versus chronologically-imposed algorithms. This creates far more real estate opportunities for your brand if you’re developing the right content.
  3. Influencers live here. If you’re executing any type of influencer campaign, you must consider using Pinfluencers – influencers who have valuable Group Board access and a high number of followers. They know how to create content with viral potential and are your best allies in winning on Pinterest with engagement-driving imagery.
  4. Updates made with the user experience and brands in-mind. It’s rare that a social media platform gets it right with their algorithm updates. Usually, updates seem to work against brands or users (or both!), but Pinterest has done a nice job of balancing user and brand experience over time. Stats support this, with Pinterest reporting that 78% of Pinners say it’s useful to see content from brands on the platform. Their newest tab gives users the option of viewing just their friends’ pins in chronological order but does not impact the main algorithmic feed which offers valuable real estate for brands.
  5. It drives qualified leads. Generally speaking, Pinterest drives more referral traffic to branded sites than other social platforms do. Because Pinners use the platform to shop online and make decisions in-store, they’re willing to go offsite to gather additional information. This is especially true for long-form content, such as blog posts and recipes.


Some of our favorite resources on this topic for reference are:

  • Pinterest– Here’s how people shop on Pinterest (link)
  • The Verge– Pinterest’s new feed has just your friends’ pins, and no algorithmic recommendations by Jacob Kastrenakes (link)

Learn more about our Digital & Social Media Practice here.

 

Facebook Algorithm

What To Do About the Recent Facebook Algorithm Change

Ah, the dreaded Facebook algorithm change. As other similar changes on the platform have done in the past, this recent update brought with it a drop in organic and paid reach across the board. But, luckily, a disruption on Facebook doesn’t have to mean a disruption to your strategy, goals or high-level objectives. In fact, it actually comes at a time when social sharing is down and Google search is making a comeback.

It may surprise you to know that Google reportedly drives twice as many referrals to publishers as social.

Where we once strived for virality on Facebook, creating listicles and short, attention-grabbing content to drive engagement, we’re now pivoting to build more long-form, original, authoritative content. And, since when has weighing quality over quantity been a bad thing?

Additionally, due to news feed clutter, political banter and fake news updates, many users are shifting their attention towards other social media platforms, such as LinkedIn, Instagram and Pinterest. The beautiful thing about this shift in attention is that these platforms offer far better organic potential for brands and publishers than Facebook has in quite some time. They’re also designed to support inspirational, evergreen content in a way that Facebook is no longer set up to do.

In the end, Facebook and all other social media platforms should be used to amplify your content, as opposed to acting as your one and only source of support for broadcasting your messages and connecting with your audience. Content should find it’s proper, native home via your website, blog (or even someone else’s blog), news media placements or, in the case of video, somewhere like YouTube. Then, your content should be repackaged in a way that makes sense for your active channels and supported with funding based on how it pulls users through the funnel and creates dynamic engagement (purchase, long-term website session, whitepaper download, etc.).

Some of our favorite resources on this topic for reference are:

  • BuzzSumo – Content Trends 2018: BuzzSumo Research Report by Steve Rayson (link)
  • Adweek – Forget Facebook? Why Marketers Are Embracing Pinterest and Instagram by Katie Townsely (link)
  • Digiday – Viral publishers see sharp engagement drops on Facebook (link)

Learn more about our Digital & Social Media Practice here.

Addressing Fake Influencers

How We’re Addressing “Fake Influencers”

Discussions surrounding the issue of “fake influencers,” a problem referring to influencers who pay for fake and/or bot followers, has recently come to light within the mainstream news media. While much of the conversation is specific to Twitter, we at Butin, along with our influencer marketplace and reporting partner, are taking several measures to approach this head-on. Below is the three-step process we’ve implemented to identify fake or disingenuous influencers and ensure the validity of our campaign partners for our clients.

  1. Opt-in, vetted marketplace: When influencers opt into our database, they’re required to enter data about themselves and provide direct API access to their digital channels and analytics. Our partner then vets their data against IBM Watson and Stat Social to ensure accuracy.
  2. Data Science Screening: Because we have influencer API access, which includes past performance and audience data, we’re able to screen influencers who don’t meet certain authentic criteria. Our partner is able to identify influencers who have a disproportionate amount of international followers, spammers whose percentage of sponsored posts are too high, and CPEs that fall below what is considered “acceptable” for their industry.
  3. Manual Database Scrubs: We perform regular checks on our influencers and our partner manually scrubs their marketplace for the above variables throughout the year, so influencers are regularly being re-vetted based on their current performance and audience data.

 

Want to learn more about our influencer programs? Check out Our Specialties page here.