Engaging art fans online
Tate uses Pinterest to bring art lovers online closer to its collections, drive ticket sales and keep visitors engaged year-round with lifestyle content. To connect with what Pinners are searching while still reflecting its core brand identity, Tate mixes Pins about artworks with “inspired by art” lifestyle content across fashion, graphic design and beauty.
Pins with bold, graphic images and archival photos of famous artists and their studios get strong engagement. Some of Tate’s most successful Pins have been installation art or images that feel immersive in a space or environment.
“We also take full advantage of Pinterest as a bookmarking tool and highlight our favourite content from the Tate site including films, articles and quizzes. Our current strategy leans more towards driving Pinterest traffic back to our website,” said Sofie Roberts, Digital Producer.
That strategy is proving successful: website visitors from Pinterest look at an average of two pages per session and spend an average of one minute on the site—more than visitors from other referred channels. One particularly viral Pin – an image from a Tate-produced film about artist Roman Ondak – drove over 46K sessions to the Tate website and continues to grow in engagement every month.
Partnering to attract new visitors
During key awareness moments throughout the year, Tate collaborates with other brands and tastemakers to create inspiring campaigns that drive engagement as well as action. For example, leading up to Tate Modern’s The World Goes Pop exhibition, influential guest Pinners were invited to create Pins related to pop art across four of the top interest areas of its Pinterest followers. Wallpaper* added travel Pins, It’s Nice That saved graphics Pins, The Coveteur posted beauty and style content and blogger Disney Roller Girl Pinned fashion content.
“The guest Pinners also promoted the exhibition and the Tate Pinterest board across their own channels including blogs, email and social, fueling more exposure for Tate. The World Goes Pop board was an explosion of colour pop inspiration and has so far increased our reach on Pinterest by 16% month on month. We were thrilled with the results,” said Jodie Kharas, Assistant Commissioning Editor.