Collecting followers has become an important part of how businesses connect with their customers online. But on Pinterest, followers don’t play the same role as they do on other services.
Instead of thinking of followers as your audience on Pinterest, think of them as the gateway to your audience on Pinterest.
Here’s what we mean: People use Pinterest to discover, save and do things that inspire them. Repinning is the action they take when they save things they want to do or buy later. While people’s main motivation to Pin is to save things for themselves, anything they repin spreads to their own followers who are looking at their home feeds to discover things from people with similar tastes and interests.
That means the number of people who actually see your Pins is often far greater than your number of followers. In fact, the average Pin gets repinned 11 times. Don’t forget that if you have a website with the Pin It button installed, there are probably already people Pinning from your website. That means your Pins are getting discovered by people who follow those Pinners and people who find your Pins in search results and category feeds — a group that may or may not include people who follow your Pinterest profile.
So, while it’s nice to have lots of followers, they’re just one part of spreading your Pins to many, many more people on Pinterest.
Here are a few tips to spread your content further on Pinterest (and yes, even increase your number of followers):
- Add the Pin It button to your website: Get the button so it’s easy for people to add your stuff to Pinterest.
- Let your customers know you’re on Pinterest: You can tell people with specific email campaigns, in-store signage, your website, the Follow button and links to your Pinterest profile on social networks. Be sure to tell them why they should follow you on Pinterest by illustrating the kind of ideas and inspiration they can expect to get from you. (See how others do it: Read our case studies for The Container Store and Sony to see how they use Pinterest in their email marketing to grow followers.)
- Curate interesting, inspiring and high-quality Pins on a regular basis.
- Make your boards have enough Pins: Give your potential followers a good flavor for what each board will offer. People aren’t likely to follow a board with just a few Pins. We recommend a minimum of 20-30 Pins per board. (For more tips on curating the kinds of boards people want to follow, read this blog.)
— Kevin Knight, currently saving ideas to Breakfast