**it is important to note that I am no longer managing this account as of September 2022**
I first got a taste of Pinterest in middle school, and it has shaped me in ways I love and am a tad embarrassed about. RIP my sunflower and burlap wedding board from 2012. Even years later, as I am about to graduate college, I still appreciate how it has stayed true to its roots.
When I moved to Manhattan (as a K-State transfer) my previous job (at Be Made Inc.) let me continue working by managing their Pinterest. This was my first experience with this form of social media management and the first time I began curating content for Pinterest.
What I love most about managing a Pinterest page, it is low-risk. The key to nailing a post on this platform is to make it engaging AND visually appealing. No one spending their spare moments scrolling wants their feed clogged with stale photos. I found that taking time to curate a post that is beautiful and eye-catching (does that mean the same thing?), that's where the magic happens and when engagement naturally occurs.
Back in September 2021, I was handed the metaphorical 'keys' to Be Made Inc.'s Pinterest account. At that time, we were getting around 50k monthly visitors - which isn't half bad, but there is ALWAYS room for improvement.
In 100% honesty, I did not have a plan. I was majoring in Strategic Communications so I most definitely knew that this was an opportunity for me to try new things and garner experience. Initially, my main goal was just to update the product offerings as frequently as possible. Though, as we approached the holiday season, something clicked. Our profile and pin views started skyrocketing, and I knew I had to be more intentional with my strategy.
This is where I decided to do a little research. I started looking at successful brands on Pinterest and taking mental notes on what made their pages stand out. One brand that really inspired me was Anthropologie. Their boards were so beautifully curated and had such a focus on visuals - I knew this was the 'vibe' I wanted to emulate for Be Made.
I started focusing on being a resource for our followers - curating boards that were visually engaging and inspiring. This is where I discovered the importance of Gift Guides. By providing ideas and inspiration to Pinterest users, we were able to promote our products in a way that wasn't pushy and/or salesy. No one goes to Pinterest to shop, but they do scroll for hours for inspiration. Once they find that PERFECT idea, they're more likely to click through to the site and make a purchase. It is all about creating a visually stunning experience that draws people in and makes them want to explore more.
This leads me to Gift Guides, an easy way to provide ideas to Pinterest users while promoting products. Most Pinterest users open Pinterest for inspiration, not for shopping. However, once there is that perfect idea, then you
can get a click-through to the site.
As someone who spends a lot of time on social media, I am always looking for what's trending and viral sensations. Even when I am "off the clock", I always am scanning for the next 'thing'.
About this time last year, I stumbled upon Coastal Grandmother, a trend on TikTok started by Lex Nicoleta.
For those not familiar with the Coastal Grandmother craze, it's all about creating a warm, inviting aesthetic that evokes the feeling of an airy beach house. Imagine linens, sky blue, and wicker furniture.
"Coastal grandmothers wear cashmere and linen, they love to garden, take leisurely walks on the beach when it’s slightly windy, and sip white wine while reading on their wraparound front porch." -Jules Buono
I knew that this was PERFECT and immediately texted my boss about it. Be Made's had home decor that matched the colors and vibe of this trend, so I was hard at work. I created a Pinterest board that captured the essence. I filled the board with wicker decor, textured pillows, linens, outfits, etc.
I didn't stop there, I began posting Idea Pins - Pinterest's new format of story-like photos/videos (they aren't ephemeral, but are similar enough to IG story - but don't disappear from the feed). These showed the product in a new, fun, creative way -----> check out Be Made's section on my portfolio page.
These idea pins performed extremely well. In comparison to previous content - let's just say it was the star of the show. We're talking 10s of thousands of impressions, 700+ pins to boards, and upwards of 100 website visits from ONE pin.
Since I working remotely, I spoke with my boss and they made sure to have a dedicated section on the site for this aesthetic - helping to communicate a clear path to the product.
Overall, I am really proud of how this project turned out. By staying on top of trends and creating a visually appealing board (that was updated frequently), I was able to help Be Made tap into this trend and optimize their products. A big key factor was I saw the monthly views jump to 250k a month (A QUARTER MILL!!). This was highly rewarding, especially because of my history with Be Made. From working retail during my early college years, to managing their Pinterest while I got started at K-State - I am beyond thankful for everything it taught me. While I am sad that a door opened for me to pursue other opportunities, I find myself drawing from this time and often use the strategy to inform current decisions.
Playing on trends beginning on other platforms was something I hadn't consciously thought about. Even micro-trends and ideas have potential - sometimes it only takes playing around with an idea and clicking 'post'.
**it is important to note that I am no longer managing this account as of September 2022**
With love,
H
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