Lessons
Strategy
1Introduction to Pinterest
04:14 2Power of insights
05:25 3Pinterest organic demo
05:44 4Pinterest analytics demo
05:37Media & Measurement
5Introduction to Pinterest
04:15 6Promoted Pins Overview
02:34The Full Funnel: awareness
04:32 8The Full Funnel: intent
03:58 9The Full Funnel: action
04:59 10Promoted Pins: success stories
04:03Content
11Introduction to Pinterest
04:15 12The art of the Pin
10:07 13Rules & policies
04:52 14The Pin Factory
03:10Executive
15Introduction to Pinterest
04:15 16Power of insights
05:25 17Pinterest organic demo
05:44 18Promoted Pins overview
02:34 19Promoted Pins: success stories
04:03Lesson Info
Pinterest organic demo
Hi I'm sarah now that you've heard about the power of insights on pinterest I'm going to show you how to use our organic product to find a few of these actionable insights to share with the brands that you're working with so if you're logged into pinterest, you'll notice one of the easiest ways to get insights is to look at these category feeds that we feature here in the upper right so I'd start by thinking about the brand that you're working with and or the target customer that they're trying to reach so for the sake of example let's use a kia in this case browsing the home decor feed will give us a really good idea of the type of content that's resonating with penner's related to home decor. So this is the home decor category feed it's comprised of the content that penner's are pinning related to home decor and you can browse this category to see the type of content that's resonating with people who are generally interested in this topic but you also notice that along the top here w...
e show more granular interests related to this topic and so if I'm working with the kia one thing that pops out at me is contemporary decor that feels highly relevant to both their product as well as the audience they're trying to reach so we can click on that and go a bit deeper to see the type of content that's being pinned most recently and it's driving a lot of engagement related to contemporary decor so as you scroll through this feed you might get a few ideas that could inform my keys content strategy in this case I noticed a few things one it seems that inspirational room scapes do really well in this category so our penner's like to see not just a single product but how they fit into the broader context of a room or a house and if we look at the pin descriptions, we noticed that there's a lot of helpful tips on how to take products and pieces of furniture that you already have and incorporate those into a contemporary style so that's a recommendation that I would make two ikey as they're thinking about writing their own pin descriptions this is an easy product to buy and make your house feel more contemporary so that's how to use the interest feed to actually pull out some interesting content related insights another great tip is to use search so let's imagine that you're working with the kia on a millennial oriented campaign around back to school so you're specifically interested in reaching that customer who's off to college and thinking about decorating her dorm room in this case we can search for dorm room and see the type of content that's driving the most engagement related to this topic so as I scroll through here I'm noticing a few things one is that there are a lot of checklists, which makes sense as kids go off to college, they're hungry for information on what exactly they need to bring to make their life easier and to make their dorm room feel homier. I might recommend then tokyo that when they think about building their own content, they put it in checklist form, so the five I keep products that will make your dorm room feel like home as an example. The other thing I noticed as I scroll through here is that there are several mentions of how to make furniture accommodate the staples of dorm room life, a microwave and a mini fridge. This would be an easy way for a kid to update their pin description to make their particular products feel really relevant to this audience here's an example, and you'll notice that as we look at this pin we can see in the upper left the number of times that it's been re penned in this case over eighteen hundred times, and if you go up and click on that number, you can see the boards to which it's been re penned. I'd encourage you to look at the board titles to get a sense of how our penner's are categorizing this particular type of content, what words they use, how they think about this content and how it fits into their future plans so not surprisingly, people talk about dorm room ideas but also about apartment ideas, college decor and home sweet home which is the feeling there trying into a vote when they go off to college. Another useful way to use this information is to go a bit deeper on these penner's to understand their broader span of interests so let's focus on charlie's who has a board called dorm room idea not surprisingly, this board is filled with organizational tips, inspirational ideas all of her plans for how to make her dorm room both functional and inspirational. We can also go to charlie's has broader profile to see what other interests you have in this case we see she's into fashion and beauty but she has another board called room ideas which seems broader than just college life but more gets into what she finds inspirational in general she also has a quotes board we see a lot of millennials penning inspirational quotes, a lot of food boards we can tell she's into cooking and if we think about that millennial audience and the fact that she's off to college that might inform the type of kitchen equipment that she needs which is relevant for a kia we also see she has gift idea boards, party planning boards all of these might give a kia ideas on other boards they could create or ways to make their content feel really relevant to the millennial audience these are just a few ways that you might use the pinterest product to derive really actionable insights to share with the brands that you're partnering with. Next up, I'll talk about how you use pinterest. Analytic specifically, to get very clear data on your particular brands performance.
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