Influencers, Brands and Pinterest: Recommended Tactics

Pinterest is top of mind for many marketers these days, and clearly some things are more effective than others. Here are the four ways we recommend for BlogHer influencers to engage with and promote brands on Pinterest. 

1. Create a board for a brand on its Pinterest account.

The influencer is essentially acting as a freelancer, curating pins to align with a brand message or theme. Some brands may leverage the person's reputation as the content curator and choose to publicly identify her while others may just want the expertise. The influencer curates from deep archives of brand content to create a compelling re-pinworthy board or sources material from the Internet, always taking care to respect copyrights.

With regard to FTC disclosure, it is a board on the brand account so it is assumed to be commercial activity. The brand should also include a branding message on the images or in the description of each pin.

2. As part of a sponsored blog program.

In this execution, bloggers writing sponsored posts for a brand include compelling and pinworthy images to encourage readers to pin. These can be branded or unbranded. When readers pin images from these sponsored posts, they are not required to disclose, as they are not compensated for their action. When the original author pins an image from her sponsored post, she includes a disclosure statement on the pin.

3. Influencers create a board for a brand on THEIR Pinterest accounts.

We recommend this when a brand is interested in thematic alignment. Influencers curate a board aligned with the brand message with few (or no) brand-sourced pins. For example, color boards aligned with a cosmetics brand or travel boards for a hotel chain or airline. The board and all the sponsored pins must include a disclosure statement, such as “Sponsored by” on the board description and #sponsored on the pins. With the brand name of course!

4. Influencers pin brand content to their boards, but not to a specific board. This is a very effective way to distribute brand content without fatiguing Pinterest followers. It works best when the brand has a deep archive of branded content from which influencers can curate. A good rule of thumb: the pool of content to curate from should be between 2 to 4 times larger than the total number of pins influencers are asked to add to their Pinterest boards. In other words, if they each are asked to curate 10 pins, an ideal pool should be between 20-40 pieces of content. All the pins must include a disclosure such as #sponsored. Including just the hashtag of the brand is NOT sufficient.

This content pool can be any digital content -- a website, catalog, series of sponsored posts or a Pinterest board.

Keep in mind:

Pins are entities in and of themselves, and are most often viewed independently from the boards of which they are a part. Boards are useful organizing constructs but pins are the principal discovery mechanism. Make sure each and every pin is a useful piece of discrete content, with proper attribution and disclosure.

 

Susan Getgood is VP of Influencer Marketing at BlogHer, and blogs at Marketing Roadmaps and Snapshot Chronicles.

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