Pinterest is growing steadily as a social media platform and, for some nonprofits, will make a great addition to your social media strategy. This is especially true if your nonprofit does not have a large enough staff to maintain a social media strategy that spans multiple platforms.
Below are five key reasons your nonprofit should consider taking on Pinterest:
- VisualsThe most important part of Pinterest is that every pin requires a visual. This can be a photograph, a gif, a graphic, or a video. People love infographics and a great, user friendly site to create infographics is Canva.
Pinterest’s visual component is an effective one for nonprofits because you can post photos about your mission or cause that encourages clicks. These are considered call to action images that can boost engagement, which on Pinterest are repins.
Typically, these visuals should be accompanied with a link to your website or blog that specifically directing people to information about how to donate or get involved with your cause.
Along with this is a pin’s caption, which should explain either the image or the content it’s linked to. The most effective caption has between 100-200 characters.
- LongevityUnlike Facebook and Twitter, pins have an incredibly long lifespan.
This is crucial for nonprofits that aren’t able to devote a lot of time to social media, especially if the pin is a call to action image that includes your logo and links back to your website.
Additionally, Pinterest boasts the longest engagement time on social media with the the average time spent on Pinterest 14.2 minutes per visit. The longer people spend on Pinterest, the more likely they are to engage with your cause.
Tip: Make the most of your boards.
Pinterest allows you to create multiple boards, which is where you post your content. How you choose to organize these boards can have a huge impact on the effectiveness of your Pinterest campaign.
-Use original content
-Don’t use solely original content
-Include more than just your cause
When making boards it’s important to have multiple boards devoted to different things. Definitely have one to promote your nonprofit’s mission or cause with information about:
-What your cause is
-Where and how to get involved
-Links to your website and blog
This board can be a great place to include a brand specific infographic.
Another key board should have information about your sponsors and influencers. Let people know who they are and don’t forget to thank them! People love to be recognized and this builds relationships between your nonprofit and your supporters, which can foster a desire to engage outside of social media.
Along with this: follow and repin content from people who frequently engage with you on Pinterest.
Other ideas for boards: give personality to your nonprofit. Have boards that are reflective of other elements of your nonprofit besides the main cause.
Chelsea Alexander-Taylor suggests in Should Your Nonprofit Organization be on Pinterest?: “Create boards about your favorite places to eat in the city or the best parks in your neighborhood.”
The ASPCA is a great example for effective Pinterest boards.
- Share ability
All three of the above reasons to use Pinterest culminates in its share ability. This is key information to remember when optimizing your other social media sites:
-Include “pin it” buttons on your websites and specific blog posts
-Make sure there are engaging visuals in the posts since all pins need an image
-Have a headline or caption that goes along with the pin
People are more likely to pin a post or image rather than Tweet it or post it on Facebook, so take advantage of this when creating content.
Unlike other social media platforms, Pinterest requires a lot of time to maintain. On average, posting 15-30 times a day results in the best engagement levels. But it’s important to spread these out over the day, which is where Tailwind comes in.
Tailwind is a website that allows you to schedule pins in advance to have consistent content on your site.Tailwind also offers analytics for your Pinterest account to track engagement and modify your posts accordingly.
Pinterest is not for everyone. Don’t take on this social media platform is your nonprofit can’t effectively maintain the visual content. But if you’re able to, give it a try! After all, a 3.5 month shelf life is better than a 24 minute one.