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1
The Marketerrsquos Guide to
FOOD amp BEVERAGEon
2
1 The Landscape Food and
Beverage Brands on Pinterest
2 Your Content Strategy What Works For Food and
Drink Brands on Pinterest and What Doesnrsquot
3 Seasons Holidays and How to Harness Them
4 The Power of Pinterest Promotions
5 Establishing Measuring and Achieving Pinterest-Specific Goals
2
What Yoursquoll Learn in this Guide
33
The Landscape Food and Beverage Brands
on Pinterest
Part 1
4
Food and drink on Pinterest is all about Inspiration and Discovery From holiday recipes to entire diet plans people are turning to Pinterest to discover what they should eat or drink and get inspired by content that tells them how to make it For food and beverage brands participating in and capitalizing on these conversations on Pinterest can be hugely valuable
Many brands are turning to Pinterest as a powerful E-Commerce engine but food and beverage brands that donrsquot sell directly to consumers might wonder how best to leverage the network The important thing to understand is that Pinterest is all about action People browse Pinterest with the intent of doing something whether that is buying building mixing or baking So even if your brand doesnrsquot have a strong E-Commerce component to its business model Pinterest can still deliver extraordinary value as a channel for inspiration discovery and relationship building with your audience
A recent study revealed that Food and Beverage is by far the most popular content category on Pinterest In fact among women who make up the majority of Pinterestrsquos users food and drinks account for 20 percent of all Pins
4
Food and Drink is a dominant content category on Pinterest according to a study by the University of Minnesota
55
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
ldquoWe view Pinterest as a tool to educate empower and inspire our customers and use it to engage people with top of the trend valuable content about healthy living and eating This develops us as a brand and establishes us as a healthy lifestyle resource which is especially important as wersquore growing into new regions where they might not know about our stores If people already know about us through our Pinterest content it can help us get into those new marketsrdquo
6
Piqorarsquos Audience Profile tools make it easy to identify your top Pinners advocates and influencers
6
Pinterest can also be an terrific resource for identifying and engaging with brand advocates and influencers in the food and beverage space The Nutrition Twins for example have an audience of nearly 4000000 people Taking time to engage with your top advocates can foster powerful and valuable relationships and Piqorarsquos platform can help you with this
With all the opportunity available to food and beverage brands on Pinterest itrsquos essential to approach the platform with specific goals and a strategy to achieve them Simply Pinning for the sake of having a presence on Pinterest is a surefire way to leave you disappointed with the results
For food and beverage brands to succeed on Pinterest you need to identify what you want to achieve from the network and structure your strategy to achieve those goals
77
ldquoFrom the very start you have to get in and wiggle around and test things to learn how Pinterest impacts your business and what the ROI is whatever that might be When we first started on Pinterest we really came at it from a customer first standpoint If I was a customer what would I want to learn and how can we service that needrdquo
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
88
Your Content Strategy What Works For Food and Drink Brands on Pinterest
and What Doesnrsquot
Part 2
9
Pinterest is a visual content network so your creative is absolutely essential to success The good news is that food and beverage brands have the inherent advantage of being in a richly active content category
9
Recipes are extremely popular on Pinterest McCormick Spices does a great job of offering a broad selection of recipe ideas to serve a variety of tastes and they incorporate suggestions on how to integrate their products into Pinnerrsquos projects
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
2
1 The Landscape Food and
Beverage Brands on Pinterest
2 Your Content Strategy What Works For Food and
Drink Brands on Pinterest and What Doesnrsquot
3 Seasons Holidays and How to Harness Them
4 The Power of Pinterest Promotions
5 Establishing Measuring and Achieving Pinterest-Specific Goals
2
What Yoursquoll Learn in this Guide
33
The Landscape Food and Beverage Brands
on Pinterest
Part 1
4
Food and drink on Pinterest is all about Inspiration and Discovery From holiday recipes to entire diet plans people are turning to Pinterest to discover what they should eat or drink and get inspired by content that tells them how to make it For food and beverage brands participating in and capitalizing on these conversations on Pinterest can be hugely valuable
Many brands are turning to Pinterest as a powerful E-Commerce engine but food and beverage brands that donrsquot sell directly to consumers might wonder how best to leverage the network The important thing to understand is that Pinterest is all about action People browse Pinterest with the intent of doing something whether that is buying building mixing or baking So even if your brand doesnrsquot have a strong E-Commerce component to its business model Pinterest can still deliver extraordinary value as a channel for inspiration discovery and relationship building with your audience
A recent study revealed that Food and Beverage is by far the most popular content category on Pinterest In fact among women who make up the majority of Pinterestrsquos users food and drinks account for 20 percent of all Pins
4
Food and Drink is a dominant content category on Pinterest according to a study by the University of Minnesota
55
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
ldquoWe view Pinterest as a tool to educate empower and inspire our customers and use it to engage people with top of the trend valuable content about healthy living and eating This develops us as a brand and establishes us as a healthy lifestyle resource which is especially important as wersquore growing into new regions where they might not know about our stores If people already know about us through our Pinterest content it can help us get into those new marketsrdquo
6
Piqorarsquos Audience Profile tools make it easy to identify your top Pinners advocates and influencers
6
Pinterest can also be an terrific resource for identifying and engaging with brand advocates and influencers in the food and beverage space The Nutrition Twins for example have an audience of nearly 4000000 people Taking time to engage with your top advocates can foster powerful and valuable relationships and Piqorarsquos platform can help you with this
With all the opportunity available to food and beverage brands on Pinterest itrsquos essential to approach the platform with specific goals and a strategy to achieve them Simply Pinning for the sake of having a presence on Pinterest is a surefire way to leave you disappointed with the results
For food and beverage brands to succeed on Pinterest you need to identify what you want to achieve from the network and structure your strategy to achieve those goals
77
ldquoFrom the very start you have to get in and wiggle around and test things to learn how Pinterest impacts your business and what the ROI is whatever that might be When we first started on Pinterest we really came at it from a customer first standpoint If I was a customer what would I want to learn and how can we service that needrdquo
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
88
Your Content Strategy What Works For Food and Drink Brands on Pinterest
and What Doesnrsquot
Part 2
9
Pinterest is a visual content network so your creative is absolutely essential to success The good news is that food and beverage brands have the inherent advantage of being in a richly active content category
9
Recipes are extremely popular on Pinterest McCormick Spices does a great job of offering a broad selection of recipe ideas to serve a variety of tastes and they incorporate suggestions on how to integrate their products into Pinnerrsquos projects
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
33
The Landscape Food and Beverage Brands
on Pinterest
Part 1
4
Food and drink on Pinterest is all about Inspiration and Discovery From holiday recipes to entire diet plans people are turning to Pinterest to discover what they should eat or drink and get inspired by content that tells them how to make it For food and beverage brands participating in and capitalizing on these conversations on Pinterest can be hugely valuable
Many brands are turning to Pinterest as a powerful E-Commerce engine but food and beverage brands that donrsquot sell directly to consumers might wonder how best to leverage the network The important thing to understand is that Pinterest is all about action People browse Pinterest with the intent of doing something whether that is buying building mixing or baking So even if your brand doesnrsquot have a strong E-Commerce component to its business model Pinterest can still deliver extraordinary value as a channel for inspiration discovery and relationship building with your audience
A recent study revealed that Food and Beverage is by far the most popular content category on Pinterest In fact among women who make up the majority of Pinterestrsquos users food and drinks account for 20 percent of all Pins
4
Food and Drink is a dominant content category on Pinterest according to a study by the University of Minnesota
55
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
ldquoWe view Pinterest as a tool to educate empower and inspire our customers and use it to engage people with top of the trend valuable content about healthy living and eating This develops us as a brand and establishes us as a healthy lifestyle resource which is especially important as wersquore growing into new regions where they might not know about our stores If people already know about us through our Pinterest content it can help us get into those new marketsrdquo
6
Piqorarsquos Audience Profile tools make it easy to identify your top Pinners advocates and influencers
6
Pinterest can also be an terrific resource for identifying and engaging with brand advocates and influencers in the food and beverage space The Nutrition Twins for example have an audience of nearly 4000000 people Taking time to engage with your top advocates can foster powerful and valuable relationships and Piqorarsquos platform can help you with this
With all the opportunity available to food and beverage brands on Pinterest itrsquos essential to approach the platform with specific goals and a strategy to achieve them Simply Pinning for the sake of having a presence on Pinterest is a surefire way to leave you disappointed with the results
For food and beverage brands to succeed on Pinterest you need to identify what you want to achieve from the network and structure your strategy to achieve those goals
77
ldquoFrom the very start you have to get in and wiggle around and test things to learn how Pinterest impacts your business and what the ROI is whatever that might be When we first started on Pinterest we really came at it from a customer first standpoint If I was a customer what would I want to learn and how can we service that needrdquo
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
88
Your Content Strategy What Works For Food and Drink Brands on Pinterest
and What Doesnrsquot
Part 2
9
Pinterest is a visual content network so your creative is absolutely essential to success The good news is that food and beverage brands have the inherent advantage of being in a richly active content category
9
Recipes are extremely popular on Pinterest McCormick Spices does a great job of offering a broad selection of recipe ideas to serve a variety of tastes and they incorporate suggestions on how to integrate their products into Pinnerrsquos projects
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
4
Food and drink on Pinterest is all about Inspiration and Discovery From holiday recipes to entire diet plans people are turning to Pinterest to discover what they should eat or drink and get inspired by content that tells them how to make it For food and beverage brands participating in and capitalizing on these conversations on Pinterest can be hugely valuable
Many brands are turning to Pinterest as a powerful E-Commerce engine but food and beverage brands that donrsquot sell directly to consumers might wonder how best to leverage the network The important thing to understand is that Pinterest is all about action People browse Pinterest with the intent of doing something whether that is buying building mixing or baking So even if your brand doesnrsquot have a strong E-Commerce component to its business model Pinterest can still deliver extraordinary value as a channel for inspiration discovery and relationship building with your audience
A recent study revealed that Food and Beverage is by far the most popular content category on Pinterest In fact among women who make up the majority of Pinterestrsquos users food and drinks account for 20 percent of all Pins
4
Food and Drink is a dominant content category on Pinterest according to a study by the University of Minnesota
55
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
ldquoWe view Pinterest as a tool to educate empower and inspire our customers and use it to engage people with top of the trend valuable content about healthy living and eating This develops us as a brand and establishes us as a healthy lifestyle resource which is especially important as wersquore growing into new regions where they might not know about our stores If people already know about us through our Pinterest content it can help us get into those new marketsrdquo
6
Piqorarsquos Audience Profile tools make it easy to identify your top Pinners advocates and influencers
6
Pinterest can also be an terrific resource for identifying and engaging with brand advocates and influencers in the food and beverage space The Nutrition Twins for example have an audience of nearly 4000000 people Taking time to engage with your top advocates can foster powerful and valuable relationships and Piqorarsquos platform can help you with this
With all the opportunity available to food and beverage brands on Pinterest itrsquos essential to approach the platform with specific goals and a strategy to achieve them Simply Pinning for the sake of having a presence on Pinterest is a surefire way to leave you disappointed with the results
For food and beverage brands to succeed on Pinterest you need to identify what you want to achieve from the network and structure your strategy to achieve those goals
77
ldquoFrom the very start you have to get in and wiggle around and test things to learn how Pinterest impacts your business and what the ROI is whatever that might be When we first started on Pinterest we really came at it from a customer first standpoint If I was a customer what would I want to learn and how can we service that needrdquo
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
88
Your Content Strategy What Works For Food and Drink Brands on Pinterest
and What Doesnrsquot
Part 2
9
Pinterest is a visual content network so your creative is absolutely essential to success The good news is that food and beverage brands have the inherent advantage of being in a richly active content category
9
Recipes are extremely popular on Pinterest McCormick Spices does a great job of offering a broad selection of recipe ideas to serve a variety of tastes and they incorporate suggestions on how to integrate their products into Pinnerrsquos projects
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
55
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
ldquoWe view Pinterest as a tool to educate empower and inspire our customers and use it to engage people with top of the trend valuable content about healthy living and eating This develops us as a brand and establishes us as a healthy lifestyle resource which is especially important as wersquore growing into new regions where they might not know about our stores If people already know about us through our Pinterest content it can help us get into those new marketsrdquo
6
Piqorarsquos Audience Profile tools make it easy to identify your top Pinners advocates and influencers
6
Pinterest can also be an terrific resource for identifying and engaging with brand advocates and influencers in the food and beverage space The Nutrition Twins for example have an audience of nearly 4000000 people Taking time to engage with your top advocates can foster powerful and valuable relationships and Piqorarsquos platform can help you with this
With all the opportunity available to food and beverage brands on Pinterest itrsquos essential to approach the platform with specific goals and a strategy to achieve them Simply Pinning for the sake of having a presence on Pinterest is a surefire way to leave you disappointed with the results
For food and beverage brands to succeed on Pinterest you need to identify what you want to achieve from the network and structure your strategy to achieve those goals
77
ldquoFrom the very start you have to get in and wiggle around and test things to learn how Pinterest impacts your business and what the ROI is whatever that might be When we first started on Pinterest we really came at it from a customer first standpoint If I was a customer what would I want to learn and how can we service that needrdquo
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
88
Your Content Strategy What Works For Food and Drink Brands on Pinterest
and What Doesnrsquot
Part 2
9
Pinterest is a visual content network so your creative is absolutely essential to success The good news is that food and beverage brands have the inherent advantage of being in a richly active content category
9
Recipes are extremely popular on Pinterest McCormick Spices does a great job of offering a broad selection of recipe ideas to serve a variety of tastes and they incorporate suggestions on how to integrate their products into Pinnerrsquos projects
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
6
Piqorarsquos Audience Profile tools make it easy to identify your top Pinners advocates and influencers
6
Pinterest can also be an terrific resource for identifying and engaging with brand advocates and influencers in the food and beverage space The Nutrition Twins for example have an audience of nearly 4000000 people Taking time to engage with your top advocates can foster powerful and valuable relationships and Piqorarsquos platform can help you with this
With all the opportunity available to food and beverage brands on Pinterest itrsquos essential to approach the platform with specific goals and a strategy to achieve them Simply Pinning for the sake of having a presence on Pinterest is a surefire way to leave you disappointed with the results
For food and beverage brands to succeed on Pinterest you need to identify what you want to achieve from the network and structure your strategy to achieve those goals
77
ldquoFrom the very start you have to get in and wiggle around and test things to learn how Pinterest impacts your business and what the ROI is whatever that might be When we first started on Pinterest we really came at it from a customer first standpoint If I was a customer what would I want to learn and how can we service that needrdquo
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
88
Your Content Strategy What Works For Food and Drink Brands on Pinterest
and What Doesnrsquot
Part 2
9
Pinterest is a visual content network so your creative is absolutely essential to success The good news is that food and beverage brands have the inherent advantage of being in a richly active content category
9
Recipes are extremely popular on Pinterest McCormick Spices does a great job of offering a broad selection of recipe ideas to serve a variety of tastes and they incorporate suggestions on how to integrate their products into Pinnerrsquos projects
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
77
ldquoFrom the very start you have to get in and wiggle around and test things to learn how Pinterest impacts your business and what the ROI is whatever that might be When we first started on Pinterest we really came at it from a customer first standpoint If I was a customer what would I want to learn and how can we service that needrdquo
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
88
Your Content Strategy What Works For Food and Drink Brands on Pinterest
and What Doesnrsquot
Part 2
9
Pinterest is a visual content network so your creative is absolutely essential to success The good news is that food and beverage brands have the inherent advantage of being in a richly active content category
9
Recipes are extremely popular on Pinterest McCormick Spices does a great job of offering a broad selection of recipe ideas to serve a variety of tastes and they incorporate suggestions on how to integrate their products into Pinnerrsquos projects
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
88
Your Content Strategy What Works For Food and Drink Brands on Pinterest
and What Doesnrsquot
Part 2
9
Pinterest is a visual content network so your creative is absolutely essential to success The good news is that food and beverage brands have the inherent advantage of being in a richly active content category
9
Recipes are extremely popular on Pinterest McCormick Spices does a great job of offering a broad selection of recipe ideas to serve a variety of tastes and they incorporate suggestions on how to integrate their products into Pinnerrsquos projects
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
9
Pinterest is a visual content network so your creative is absolutely essential to success The good news is that food and beverage brands have the inherent advantage of being in a richly active content category
9
Recipes are extremely popular on Pinterest McCormick Spices does a great job of offering a broad selection of recipe ideas to serve a variety of tastes and they incorporate suggestions on how to integrate their products into Pinnerrsquos projects
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
1010
ldquoLots of people use Pinterest as a dedicated recipe or food search engine For food and beverage brands Pinterest enhances your contentrsquos visibility as people are naturally looking on that platform for those types of contentrdquo
Ashley Chrisostomo Sr Customer Success Manager Piqora
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
11
Pinners are total foodies as evidenced by the fact that 57 of Pinterest users have interacted with food related content While this makes it critical for food and beverage brands to regularly update their boards with new photos that will appeal to audiences on the platform itrsquos important to be strategic and mindful about what types of creative will work for you both from a branding and Pinterest perspective
11
VEEV spirits has taken a diverse approach to their Pinterest content in addition to product-focused pins they feature recipes DIY ideas quotes travel pictures and more This has been successful as fans are very engaged with their brand and turn to VEEV for inspiration across several categories
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
1212
ldquoWe have a very specific look and feel to our content Sprouts has a nutritionist and a designer who work together to create images and infographics to help establish us as a destination that people go to for healthy living advice Wersquore always thinking about how to create a cyclical customer experience with our content so therersquos not a gap where customers stop learning or having information provided to them Each of our Pins goes back to our site where we display additional relevant content So by coming back to us they learn morerdquo mdashDana From
For food and beverage brands recipes and DIY guides are fertile ground for Pinterest content They allow you to showcase your products in a beautiful natural and inspiring way that makes it easy for consumers to imagine how they would incorporate them into their lives
And when it comes to food and beverage Pinterest creatives you do not have to be strictly product focused In fact it sometimes pays not to be
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
1313
ldquoYou want to focus on inserting your brand into conversations that people naturally want to be involved with You canrsquot force it because people donrsquot want to be pitched to or advertised to on Pinterest They want to be inspired So be careful of over-brandingrdquo
Jason Jay SharmaHead of Customer Success Piqora
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
14
Many of San Pellegrinorsquos Pins feature their products as supporting characters in ldquolifestylerdquo type shots which are very successful in generating engagement
San Pellegrino is a great example of a brand that recognizes the distinct nature of successful Pinterest content The San Pellegrino bottle is iconic and they feature it in ldquoherordquo shots prominently on Instagram where such types of images are very successful However standalone product images arenrsquot necessarily as effective on Pinterest Itrsquos not that those photos arenrsquot gorgeous because they are But on Pinterest audiences respond better to context especially where food is concerned
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
15
Food and Beverage Content
bull Generally showing your products ldquointhe wildrdquo as part of a dinner settingrecipe etc is more effective thanldquoherordquo shots
bull Our research shows that on Pinterestitrsquos best to show food and beverageproducts without people in thepicture
bull For inspiration on photo creativekeep an eye on what other popularPinners in your category are doingand take that into consideration foryour own content Pay attention tolighting angles stages and settingif itrsquos working for them itrsquoll probablywork for you
bull Tailor your image descriptionsand primary keywords to matchPinterestrsquos own categories
bull The most repinnable descriptions areabout 200 characters long
You want to showcase your products in a way that inspires emotion and action Pinners might appreciate a beautiful photo of your product on its own but showing it next to delicious food makes them hungry for it and inspires them to incorporate it into their purchasing decisions
After someone looks at the Pin itself the second thing will they look at will usually be the description Having a detailed well written description of your products will make it easy for people to Pin from your site and will have a huge payoff when they do This is because your description will form not only the Pinrsquos description on Pinterest but also that imagersquos keywords for search results
You might have only a few seconds to attract a Pinnerrsquos attention By simply adding a phrase you can immediately give the context for which your content is intended By adding a more robust description for all Pins to include brand information pricing product descriptors and any additional keywords you enhance your Pinrsquos discoverability
Finally itrsquos important to remember that more than 90 of Pins originate from a website not from a Pinterest profile This makes optimizing your website for pinning very important so check out our Marketerrsquos Guide to Pinterest Website Optimization which is packed with simple steps to drive huge increases in referral traffic
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
1616
Seasons Holidays and How to Harness Them
Part 3
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
17
Food is intrinsically tied to seasons and this creates great ldquolow hanging fruitrdquo for food and beverage brands on Pinterest Seasons provide a built-in context for food and beverage conversations and searches and whenever possible brands should react to and capitalize on these trends and join the conversation Libbyrsquos Fruits amp Vegetables does a great job of this and they have boards for every season packed with recipes and seasonal guides
Of course holidays are also closely tied with food From Thanksgiving Turkey to Shamrock Shakes nearly every single holiday has recipes drink ideas and DIY party planning guides associated with them on Pinterest This provides a perfect opportunity to boost your Pinterest presence by providing quality content that people are already organically searching for
Seasonal changes give food and beverage brands a huge opportunity to provide their audiences with valuable content
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
18
ldquoHolidays are key because so many people are cooking at home with their families We want to make home cooking approachable and healthy for people and we know that holidays offer a chance for really valuable engagement because people are actively looking for this kind of content as holiday meals and parties are at the top of their mindrdquo
Dana FromDana From Social Media Marketing Manager Sprouts Farmers Market
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
19
bull Consider thinking beyond recipes for holidays Shareyour favorite decorating ideas party themes andholiday arts and crafts all are extremely popularverticals on Pinterest
bull Adapt your Pinning strategy to match seasonaltrends if you are food brand Pin recipes that includein-season produce or if you are a beverage brand Pinmargarita recipes in summer cider recipes in fall etc
Seasons and Holidays
All of the buzz creativity and energy flowing around food and drink on holidays makes them the perfect time to launch a Pinterest promotion Which brings us tohellip
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
2020
The Power of Pinterest Promotions
Part 4
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
21
Promotions are a great way to drive engagement on your Pins traffic to your Pinterest profile or website gain followers identify brand advocates and influencers and more For food and beverage brands seasonal promotions can be especially powerful so be sure to check out our Guide to Halloween Promotions for some inspiration
Regardless of your objectives the key to success lies in designing your promotion from the ground-up to achieve specific goals Here are three key areas to focus on but Piqora has more information available to help you run great promotions on Pinterest
Saputo Cheesersquos ldquoHoliday Cheese Board Giveawayrdquo is a great example of holiday promotion creative they show the prize in an enticing manner explain the rules clearly and make it easy to enter the contest
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
22
Gain Followers
A ldquoFollowrdquo promotion is the simplest format with a low barrier to entry that is appealing to participants A ldquoFollow + Pin from Boardrdquo option takes it one step further and can generate even more Follows as a result of the impressions gained from shared Pin content We recommend the latter option but only if your brandrsquos Pinterest page is full of fresh and appealing content
Drive Engagement to Your Pinterest Page
ldquoPin With Inspiration from a Boardrdquo campaigns drive the most traffic to your brandrsquos Pinterest page As more Pins are being shared as a result of the campaign more impressions lead back to your Pinterest page
ldquoCreate-a-Boardrdquo promotions carry a higher barrier to entry but result in more board pages that Google can index driving more traffic to those board pages with your Pins ndash and consequently more traffic to your website With enough incentive for your participants it can be the largest engagement generating option
Drive Traffic to Your Website
ldquoPin With Inspiration from Websiterdquo promotions are ideal for driving traffic to your website
Gaining Customer Emails
Fortunately every promotion Piqora supports collects Email address for users who opt-in to receive marketing materials
1 Identify Your Primary Goals amp KPIrsquosItrsquos tempting want achieve a everything at once from your promotions but keeping it simple and focused always produces the best results By identifying and prioritizing the goals that are the most important for your brand you can choose the promotion format that is best suited to achieve them
For their ldquoSweetrsquos the Wordrdquo promotion The Cheesecake Factory followed several best practices when they chose an easy to enter fun format and offered a valuable prize The results More than 20000 participants and thousands of Pins to their profile
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
23
Target an Audience That is Active on Pinterest
Ask yourself who is your audience and what are they pinning on Pinterest If you can align your Promotion with native food and beverage pinning behavior you wonrsquot have to convince your audience to do something they wouldnrsquot already do
Give Them Great Content to Interact With
If you are asking users to repin from your boards or your website ensure that your content is up-to-date inspirational and comprehensive Try filling your boards with great recipes for the season or the latest trends in mixology The more content you offer participants the less they will look somewhere else for content to Pin
Offer Them an Incentive Worthy of the Barriers to Entry
On Pinterest a bigger prize generally equals more participation Our research shows that prizes valued at between $1000-$5000 generate 3x more participation than prizes valued at $500-$1000 and 5x more than prizes worth less than $500
Of course not every brand can afford thousands of dollars worth of prizes but that doesnrsquot mean you canrsquot achieve great results Itrsquos equally important to pick a prize that will resonate with your target audience
If you want more information on the effects of prizes on Pinterest promotions we recently published an article on the subject
2 Consider Your AudienceA great rule of thumb is to always try and create a promotion that you would be tempted to enter What would that require
A valuable prize isnrsquot necessarily expensive McCormick Spicesrsquo ldquoFish Friday Pin-Spiration Sweepstakesrdquo generated thousands of participants with weekly prizes valued at approximately $50
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
24
3 Launch Early Promote OftenThe huge amount of traffic in the food and beverage category can be a great audience booster Promotions are great for capturing some of this traffic and are powerful tools for migrating your audience over from other platforms like Facebook or Instagram So before your promotion officially starts let your followers on those platforms know about it by posting links to your contest landing page on Facebook Twitter and Instagram as well as a photo of the creative on Pinterest Promotions are terrific for capitalizing on peoplersquos holiday meal preparations and planning so consider launching well in advance of your chosen holiday to maximize exposure and participation
You should consider reminding your audience a few times during the contest to boost participation sharing the best entry of the day or week is a great way to reward participants and keep the contest buzz going strong
Food and Beverage Promotions
bull Preparation is a huge part of Pinterestbehavior so launch your promotionsearly enough to capitalize on yourfansrsquo holiday planning
bull Prize is important but itrsquos just asimportant to offer a reward that youraudience will find both valuable andrelevant
bull Itrsquos effective to offer a grand prizeand several other prizes for runnersup as the more opportunities peoplehave to win the more times they willparticipate
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
2525
Establishing and Measuring Pinterest-Specific Goals
Part 5
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
26
Since many food and beverage brands donrsquot have a direct to consumer E-Commerce component direct ROI measurement can be difficult However Pinterest can still be a powerful tool for these brands
Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action And for many food and beverage brands a great way to measure intent is to look at repins
Piqorarsquos platform helps you measure engagement on your content and make specific actionable decisions on your Pinterest content
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
27
ldquoIf yoursquore a food brand adult beverage brand or brick and mortar grocery store for example odds are you wonrsquot be using Pinterest as a direct sales tool So your primary metric for success should be engagement If for example you include your products in the recipes that you Pin and a lot of people are repinning those recipes they will have your products in mind when they go out to buy the ingredients Pinterest is a network built on intent so if people are engaging with your content odds are they have strong intent to act on that whether that means trying a new recipe or checking out a new restaurantrdquo
Jon Shea Director of Operations Piqora
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
28
ldquoRepins are the primary metric that we look at If people are repinning our content that tells us that content is valuable to them that a lot of people are interested in it and they were inspired to share itrdquo
Measuring Success on Pinterest
bull Engagement is an indicator of intenton Pinterest so tracking the contentthat people are interacting with mostand iterating off of those learnings isa fast track to success
bull Piqorarsquos analytics platform can helpyou interpret how well your contentis performing both individuallycompared to the other brands inyour ldquofood chainrdquo on PinterestWith Piqora you can identifyindustry-wide trends and compareyour performance to that of yourcompetition to learn from them
Dana FromSocial Media Marketing Manager Sprouts Farmers Market
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
29
Food and beverage brands have a huge opportunity
available to them on Pinterest Every day millions
of people turn to Pinterest to discover new recipes
restaurants drinks and more and for brands that can
tap into these conversations and provide their customers
with real valuable content Pinterest can be a game
changer The data and techniques discussed here are
just a small portion of the resources available from
Piqora Wersquove helped many food and beverage
brands achieve tremendous success on Pinterest
so if yoursquore interested go to wwwpiqoracom
and request a demo wersquod love to help you
Wrap-up
