Not yet using Pinterest to market? Perhaps this will change some minds. Pinterest was the fastest site to reach 10 million unique monthly visitors and, as of the third quarter of 2019, had 442 million active monthly users (MAU) globally. The U.S. alone has 98 million MAU with particularly strong interests in relevant brands, influencers, home, garden, and fashion.

Brands not yet using Pinterest might find the following information encouraging. Most of its audience is female – 71% according to recent data gathered by Statista. They’re well-educated. 70% have college degrees. 35% are between 35 to 49 years of age, while another 34% are between 18 and 29.

In the U.S., marketers might be interested to know that 42% of adult women use Pinterest, as do 80% of those who are mothers. Collectively, the data for the U.S. also shows that 28% of all users on social media use Pinterest and that 30% hail from suburban neighborhoods. Here are some tips on how to succeed on Pinterest.

After setting up Pinterest and pinning for a while, learn when customers most frequent the platform. Armed with that data, schedule pins regularly and consistently around those days and times. Using a scheduler might be helpful in the latter.

Like the saying, “A picture is worth a thousand words,” so, too, are images that trigger emotions. Use images whenever possible, as their memory will endure longer than any statements. Last year, a CSpace Visual Search survey revealed that 80% of pinners start with visual search when they begin their shopping journey. Graphics also fulfill the same purpose.

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Create avatars for the brand’s most ardent followers. Use Pinterest analytics to discover who they are and their interests to tailor pins, especially for them. The analytics can also be informative in identifying what’s generating the most engagement.

Comments are like a 3-way intersection. One that may not have been considered is commenting on other popular pins related to the brand. Not only might it stir interest and drive traffic, but these sometimes inspire new ideas. And following other pins could also result in reciprocity.

A second intersection is managing comments on the brand’s platform. They should be to the point, helpful, and positive. Avoid any negativity.

The third avenue is in responding to all consumer comments, even if it’s negative. The response may not change that particular consumer’s mind but will likely have a strong and positive effect on others in knowing that the brand cares and respects all views. These are the consumers likely to follow the brand.

Build a following. Expand the base of followers by promoting its Pinterest account on other social media networks and communications with customers. Checking out the competition might also lead to ideas on how to build out that base as well.

If using influencers, ask them to also repost some of the brand’s content to encourage their followers. Consider investing in a Pinterest ad account to publish ads.

Continue to ask for feedback and suggestions that will stir interest and help meet customer needs. Finally, review customer boards to better understand their interests and desires.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.