When it comes to achieving the perfect campaign – image is everything. Based solely on the power of the image, Pinterest is a prime example to study this ever-changing phenomena.
Gone are the days of the stark white studio backgrounds and models in staid positions. People want the emotional sale. The story that quickly contextualizes how what you see, is what you are. Marc Jacobs has been a forerunner in this. As seen in his 2003 campaign that featured Winona Ryder, Jacobs used her moment of indiscretion, to capture not only her beauty but also her connection to his clothes.
Brands that have embraced the shift customers have made toward the tastemakers and bloggers are receiving the biggest return in loyalty and remuneration. The incorporation of hashtags and Instagram –like inspired images, are allowing the customer to shape their campaigns. So as a startup, how can you start incorporate these into your campaigns and reflect them on your Pinterest board?
Take lots of photos
There is no excuse not to be taking photos. With the rise of the smartphone has come access to a camera 24/7. Don’t be shy. Snap away. This is one instance where you go for quantity. Look at your life through the lens. The coffee shop you visit, the bench that you find yourself sitting on every Friday, the friends that you keep, the places you travel – capture them on film.
Tell a story
Don’t be obvious. You are selling who you are as a brand, not the specific items that make up the brand. Ask yourself, ‘Who are we?’ If you are foodies, are addicted to sneakers, or are into travel, reflect that in your boards, the boards that you follow, and in all the photos you post and repin. Look to others – those that you admire, that aesthetically reflect what interests, challenges, and most importantly, inspires you.
Don’t be perfect
If you get hung up on taking the perfect photo, you’ll lose your authenticity. Being authentic is what results in a successful image that hooks the viewer and results in them repinning your image. Don’t be scared to capture imperfections. Out of what we perceive as our imperfections is truth and a story unto itself that the viewer will appreciate and respond to. Marc Jacobs took Winona Ryder’s shoplifting and turned it into a clever campaign. It’s all possible.
Creatively crop
What you do with your photos, how you present them, is just as important as the photo itself. There are many apps that can aid you in easily altering your image through filters, framing, cropping, and layout. Apps like Over, Pixlromatic, and Grid Lens, are just a few favorites. Have fun with it. Don’t be scared to crop. If there is a particular angle or section to an image you feel that captures what you want to express crop it. With practice and experimentation, you’ll find your niche. Remember that statistically, vertical images get more traction than horizontal and that your minimum dimensions should be 100 x 200 pixels.
Get in shape
Be brutal with yourself and your Pinterest board. Look at your board as a visitor, instead of as the creator. Stand back and distance yourself from it to see its strengths and weaknesses. What board is getting the most attention? Are your titles catchy and creative? Have you categorized all your boards? Do they have a description? Are your boards a true reflection of who you are as a brand? What emotionally, is your story? Does the order of your boards make sense? Like anything we are good at, it takes time and practice. Take a bit of time every day and spend some time working on your Pinterest board and great things will start to happen.