How to Curate Your Brand's Pinterest Boards

    June 25 2021

    There’s nothing so aesthetically pleasing as scrolling through a brand’s well-crafted Pinterest profile. The kind of profile that immediately shows the level of thought and care invested into crafting each board. With the right amount of focus and intent, you can utilize your gallery of boards to share an immersive story about your brand on Pinterest. But to tell this story well, you have to start with mapping out your plotline – aka an organization plan – to ensure your boards provide key brand touchpoints for your audience. In this post, we’ll walk you through the basics of board organization and how to curate a dynamite gallery of content. 

    Why Board Curation Matters

    When Pinterest first launched over 11 years ago, it was heralded as the ultimate digital destination for creative inspiration. DIY projects became the bread and butter of the platform’s content, spawning an entire subculture built around the collective declaration of “Pinterest made me do it.” Yet, in the past few years, a shift has steadily emerged with the platform expanding from mere inspiration to influence. Consumers hop on the platform, not only to find ideas on how to revamp their bathrooms but also to shop for the items needed for the overhaul. 

    With this evolution, there’s a greater emphasis on the visual element of Pinterest, and ensuring the gallery you curate for your audience is mindful of these nuances. That means being intentional in each board element from name and description to themes and color. Approach your Pinterest board curation just as you would your Instagram grid, cultivating a cohesive look and feel for the overall gallery of content.

    How to Organize Your Brand Boards

    If the thought of organizing your Pinterest boards starts to drum up a bit of anxiety or the feeling you get after first watching Marie Kondo tackle a messy closet, don’t worry. You’re likely already following most of these best practices in your content management. Our secret (not so secret) rule for creating the best Pinterest boards can be broken down with the following formula:

    HIGH-QUALITY CONTENT + 
    SIMPLE ORGANIZATION + 
    AUDIENCE-MINDED CURATION = 
    ____________________________
     
    #BRANDBOARDGOALS

     

    When in doubt, the following tips will help you populate the “secret” formula and ensure your brand creates and curates the kinds of boards that captivate users.

    PLANOLY-Blog Post-Pinterest Boards-Image 1

     

    Do keep boards current or evergreen.

    There’s no reason to delete your “Halloween: 2015” board or other seasonal boards filled with timeless holiday Pins, but the six-year-old time stamp can immediately make the content seem outdated to users. Instead, create a new general board like “Fall Holidays” and add your Halloween Pins as a sub-section.

    Do add sections to help organize general boards.

    You can also utilize the sections feature to better organize any larger boards with general topics like “Food” to provide a more user-friendly view.  

    Do organize boards based on brand content buckets.

    If you already utilize content themes or “buckets” to create content for your brand, you can easily apply these same guidelines to organize your boards on Pinterest. For example, if one of your content buckets is “inspirational,” create a board on Pinterest that matches the theme and organize any existing and new content accordingly. This provides a targeted home for any Pins like quotes and self-help tips, etc., and ensures the right users can find the content they seek.

    Do create custom board covers.

    Creating a custom board cover is the final icing on the cake to provide users with a visual label for the board's content.  

    PLANOLY Pro-Tip: Use the Pin Planner campaigns feature to create buckets of content, and easily schedule Pins for weeks or months in advance.

    Don’t keep outdated or underutilized boards live.

    Get in the habit of conducting periodic board audits to clean up any outdated content, and dissolve or consolidate smaller boards. Remember: you can always keep boards you’re still working to curate private until they’re populated with enough content to go live. You need at least 9-12 Pins on a board to fill a screen on mobile. 

    Don’t focus solely on promo or branded boards.

    With Pinterest, you have more leeway to add an editorial feel to your content gallery and still maintain a cohesive brand story through your boards. Utilize this leeway to storytelling through your boards. They don’t have to be overly product-focused but instead cultivate a story that brings your brand persona to life. Let’s say your brand makes swimwear – where would a person wearing your suit travel? What would they drink or read by the pool? These more human-focused questions can act as a rubric for creating and curating unique boards on your profile that still speak to your brand.

    Don’t use overly stylistic board names.

    Pinterest moonlights as a search engine for most users, so be mindful of ways to optimize the backend of your boards, so they show up in search results. When naming your boards, opt for more obvious titles that indicate the Pins featured in your board versus more stylized titles like song lyrics that inadvertently work against your favor.

    Don’t forget to add keywords & hashtags in board descriptions.

    Always ensure each board has an accurate description with keywords and relevant hashtags. 

    Top Boards Every Brand Profile Should Have

    Now that you have an idea of how to organize your boards let's outline the types of boards brands should maintain on their Pinterest profiles. While this will certainly range across industry and focus areas, in general, every brand should create and curate boards that feature their product(s), services or offerings, as well content that inspires, educates or informs, and engages. This can include boards focused on visual elements (art, food, music, books, destinations, etc.) that help tell their brand's story. 

    A few ideas include: 

    • Mood board - These boards are perfect for sharing some of the inspiration that filtered into your new collection, campaign, or project. 
    • Educational board - Any helpful content is likely Pin-worthy. Save relevant tips, tricks, insights, and how-tos related to your industry or niche here. 
    • Product Board - Create a digital storefront with a shoppable product board. This ensures customers can easily discover, fall in love, and readily shop or support your brand! Note: Pinterest's new feature Shopping List allows Pinners to automatically save their product Pins in one place, making it easier to keep track and shop the products they like. 

    Those are the ins and outs of creating and curating the best boards for Pinterest! Still, looking for more great insights on how to manage your Pinterest strategy? Check out the following blogs below:

    Learn more about Asia Phua, on PLANOLY

    Asia Phua

    Asia Phua is a contributing writer at PLANOLY. Combining her love for the three C's: culture, communication, and creativity, she thrives in helping brands tell their stories through content.

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