Recently, Pinterest launched an analytics dashboard for businesses, which gives brands the ability to more closely monitor their presence on the platform. If you haven’t started using Pinterest, it is a pinboard-style photo-sharing website that allows users to create and manage theme-based image collections such as events, hobbies and interests. Users can browse other pinboards for images, ‘repin’ images to their own pinboards, or ‘like’ photos. Hotels and restaurants can have their own boards where they can ‘pin’ images, track which users have repinned their images, and identify followers.
Best Practice Pinterest Tips for Hotels
If you are just starting out with Pinterest, we recommend the following best practices tips for hotels and restaurants:
- Start off strong with a visually striking profile. Choose your brand logo as your profile photo on the website (160×165 pixels in size) to maintain brand consistency across all social media platforms. If you haven’t done so already, take a few minutes and make sure that you are using the same high-quality image on all your different social media profiles. This consistency will increase your brand recognition and will alert followers that the profile is the official one.
- Organize boards that make sense for you. Pinterest gives your brand the ability to tell a highly visual story that drives real website traffic. Pinterest users can choose which pinboards they want to follow, so not every one of your boards has to appeal to the broadest of audiences. That said, each of your boards should consist of at least 10 photos so that it’s substantial enough for a user to follow. Also, when naming your board, make sure that your title reflects the content accurately and is 20 characters or less.
- Get creative with your pinning. Similar to photos you share on Facebook or Instagram, the photos you share on Pinterest should reflect the fun and personal side of your brand and ought to tell a story that you couldn’t otherwise tell on your traditional website or OTA profile. Focus on seasonal events, specific hotel offerings and amenities, vacation themes and quirky destination tips from the hotel or restaurant. Here’s a great example from the Four Seasons Austin.
- Spread the wealth and stay active. In addition to pinning your own images, your hotel or restaurant should also repin photos from others to add to your boards. This will allow you to tell a richer brand or destination story. Also, you will want to keep your pin descriptions as concise as your board descriptions. Pinterest suggests identifying the location of the image and the kinds of things you can do there. Keep it to no more than a few sentences in length.
- Activity is rewarded. Pinterest is similar to many other social platforms in that its home feed feature is how users discover and share new content. If you hotel is serious about managing a Pinterest account, you should commit to pinning new imagery at least a few times a week if not once a day. Doing so gives your brand a better chance of being discovered. Once you have established an active presence, make it easy for people to pin your content by adding Pinterest’s follow and pin it buttons to your website and adding a Pinterest link in your emails.
Measure Your Pinterest Activity
Pinterest’s new dashboard gives business owners the ability to see all of their Pinterest traffic activity in an intuitive, cleanly laid out display. If you are a Revinate customer, you can now start tracking these Pinterest metrics alongside your Facebook and Twitter traffic in the same singular dashboard. Your Pinterest data can be found in both our scorecard and GS2 reports and will show your pins/week, repins/week and followers. To get started, all you have to do is link your Pinterest account to Revinate.
In close, it’s never been more apparent that Pinterest has become a major social media platform that can effectively augment your overall social media strategy. To learn how Pinterest and other social media channels can fit into your overall plan, join Revinate on July 17 for a free webinar on how to create the perfect hotel social media strategy. Let us know how your pinning is going!