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.

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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.