When it comes to Pinterest and Instagram, two of the fastest-growing powerhouses in the world of social media, it's all about good-looking content. Posts on these image-driven networks fall flat unless they have high visual appeal, with each site prominently featuring photos that all but stand for thesmselves, often without the headlines or subheadings or even calls to action that we use in other channels.
While imagery drives the sites, words still matter. The descriptions you use for your photos can impact whether they show up in search results and the extent to which subscribers interact with them. Follow the steps below for better Pinterest and Instagram posts that get seen, liked and pinned.
1. Include several key words in descriptions. On Pinterest, users search by key word for images to peruse and repin (share). Make sure your product description is optimized for your audiences' searches.
2. Be funny. Just as elsewhere on the internet, wit goes a long way among Pinterest and Instagram users. When it fits your voice and purpose, try to make consumers laugh: it'll boost your likes and repins like nothing else.
3. Focus on lifestyle rather than product. While some of what your brand posts to Pinterest or Instagram might feature product imagery, your description is a place for aspirational messaging: How does this product fit into consumers' ideas of who they are and how they live their lives? The Lowes example does this well, as evidenced by user comments.
4. Be observant, and jump on board with trending key words and hash tags. To have an effective presence on either site you need to know how your customers are using it and make sure that your copy fits their behavior. On Pinterest, check out the titles of popular boards and categories, and include the names in your description. On Instagram, pay attention to the precise wording and abbreviations in hashtags, and use what your customers are using. (Note that the new Pinterest design recently eliminated the use of hashtags.) Notice how Music Choice makes use of the trending key phrase "throwback Thursday" in a Pinterest post, and how Intel does the same thing in Instagram hashtags.
5. Make it personal. Social media sites are a place where the people behind your brand make connections with other people - your customers. Your descriptions on Pinterest and Instagram should sound like a real person.
Is your brand using Instagram or Pinterest? What copy moves have gotten the most likes and pins for your brand?