Thursday Press #55: How much does your branding *really* matter on Pinterest?
[17 NOV 2022] 4 things to consider before you start creating
ICYMI, I've been switching up my digital ~look~ a bit.
I also got a new haircut this week that's just a few millimeters too short and it's throwing me for a total loop.
It's just hair, it grows back — it's just hair, it grows back has been on repeat in my head. TBD if I actually believe it.
But back to what you really care about (if you can say that you care about my branding more than my hair, which… maybe not?)
The TL;DR — good ol' Quincy wasn't cutting it for my web design, so I started using a new main font that debuted on IG this week.
Groundbreaking, I know.
That post has done better than anything else I've posted this month, and I have a sneaking suspicion that it's because it looks a lot like every other trendy lifestyle-photo-with-black-overlay-and-serif-font carousel post that's making the rounds these days.
But a trend isn't a strategy. So we're not going full 180º over here, just adding a little bit of ✨spice✨.
“But Sarah, what does this have to do with Pinterest?”
I'm glad you asked, friend!
Your branding can have an impact on your Pinterest marketing.
Lately I've been having lots of convos with clients & other service pros about how much your branding actually matters on Pinterest.
Is it better to stick with consistent branding?
Should my pins look like the Pinterest stereotype of lots of pink & script fonts?
Unfortunately, like most things on Pinterest, it's not a one-size-fits-all answer.
There are definitely trends in pin design. I see them, you see them, even if you're not aware of them.
The uber-minimalist, neutral design trends have made their way to Pinterest as well as Instagram.
And in some cases, yeah, they do better. They fit the “mold” of what some users expect from their website tip content.
But the same kind of design might not perform as well for a fitness coach, or a teacher resource shop.
Here's my hierarchy of importance when it comes to your pin designs:
Most Important: Your pin must be readable and must stand out enough to stop a user's scroll, even on mobile!
Somewhat Important: Your pin branding should stay relatively consistent, especially if brand awareness is one of your goals
Also Somewhat Important: Your pins shouldn't have a radically different look or tone from the website you're sending them to. No one likes whiplash, and that's the quickest way to get a user clicking off of your site (possibly for good!)
Nice to Have: Spend some time looking at other pins in your niche. Are there general styles or trends that seem to consistently do best? Pay particular attention to the general features – stock photos vs. brand photos, size & amount of text – as opposed to the actual designs themselves.
The long and short of it comes down to this: your branding isn't going to be the thing that makes or breaks your Pinterest marketing efforts.
So stop stressing, close Canva, and do the dang thing. Something is better than nothing!