Pinterest’s latest product, Idea Pins, can be more time-consuming to create than Feed Pins. However, they’re incredibly valuable to your strategy and achieving your goals. On average, my clients are seeing a 10-20% higher reach rate for their Idea Pins than Feed Pins.
Here are four ways you can repurpose content you’ve already created to make engaging Idea Pins that will increase your brand awareness and give your content a second life.
1) Blog Posts
You’ve taken the time to craft the perfect blog post, now repurpose it by pulling out 2-3 key points and highlighting one concept per image in your Idea Pin.
For example, let’s say you’ve written a blog post for your 5-star resort about How to Pack for a Luxury Vacation in the Bahamas. Create an image for each of the tips you highlight in your blog post. Use a different image for each tip to help keep the Idea Pin visually engaging.
Currently, you can’t include links in Idea Pins, so make sure to include any relevant blog context in the Pin images or in the description list section. In the Pin description list and the final image of the Idea Pin, encourage pinners to visit your blog for more tips.
2) Videos
Ideally, the repurposed video should be vertical and fill the whole frame of the Idea Pin. If you’re limited on video editing, you can use a design tool like Canva to add any sized video to an Idea Pin template.
You can upload up to 20 videos that are 60-seconds each for one Idea Pin. Unless the videos are shorter (e.g. 5-seconds or less), I recommend using one video per Idea Pin. This will increase Idea Pin engagement.
Let’s say you manage a charming bed and breakfast in Scotland and have a tour video of your property. Clipping the video into sections, you could create an Idea Pin featuring 5 Inspiring Views From a Scottish Slice of Heaven.
3) Instagram Stories
Instagram Stories have the same design ratio as Idea Pins (1080 x 1920px), making them the easiest option to repurpose. Before pinning, I highly recommend ensuring that the Instagram Story aligns with your Pinterest strategy, audience, and the platform.
Here are three types of Instagram Story content that I wouldn’t recommend for Pinterest Idea Pins:
- Time sensitive Stories (e.g. Sales, events)
- Stories that incorporates Instagram interactive elements (e.g. Polls, questions, swipe-up stickers)
- Stories that don’t naturally fit your Pinterest board themes (e.g. A Story about a Paris restaurant, but your Pinterest boards are only related to U.S. travel experiences).
4) Products
Creating Idea Pins around products, experiences or services is another easy way to highlight your content to a shopping-friendly audience. Fun fact: 85% of pinners have purchased based on a pin they saw from a brand.
Identify creative ways you can feature your products in an inspiring and informative way. For example, my client Oboz Footwear has a great selection of outdoor hiking boots. Instead of creating pins around Here’s a Women’s Hiking Boot, we used Idea Pins to create useful shopping guides like this one:
Be very mindful of your call to action with product Idea Pins, since pinners won’t be able to click-through to learn more about the products. Use calls-to-action to inspire website visits or follow your Pinterest profile for new product releases.
Creating an Idea Pin strategy can be daunting, but if you already have quality marketing content available, you have a world of Pin-ibility! Let’s get strategic together.
