Pinterest is one of the greatest tools available to grow your business. A lot of people think of Pinterest as a social network. Instead, think of it as a search engine for visual content. A visual search engine lends itself to introducing others to your content in a fun and easily searchable format.
Think of Pinterest as a search engine for visual content rather than as a social network.Click to tweet
An often underutilized feature on Pinterest is collaborative, or group, boards. Collaborative boards are exactly what they sound like – rather than hosting pins from a single user, a collaborative board hosts pins from multiple users. It’s a highly effective marketing tool.
To tell if a board is collaborative, open the board and look at the top right section. A collaborative board will display multiple users’ avatars. Some collaborative boards have so many guest pinners contributing that only three avatars will show, and you will need to open a drop-down menu to see the full list of contributors. You may find examples of collaborative boards on my Pinterest profile.
What are the benefits of hosting or participating in a collaborative board?
Collaborative boards on Pinterest are convenient, help you grow, have more content activity, and they increase your reach.Click to tweet
- Convenience – Collaborative boards show up on the user profile of each person pinning to that board. For example, if you have a collaborative board for your team or colleagues, whatever you pin to that board will automatically show up on each member’s user profile AND in their feed unless you have marked the board as private. That’s a great way to disseminate visual information to your team and their followers.
- Growth – When someone elects to follow you and all of your boards, this person will now be following the group board too. Your pins will be seen by more people who may opt to view your personal pins as well.
- Content Activity – Collaborative boards make it easy to share content more frequently. Pinterest profiles thrive when their contributors post new pins daily. When you have a group of people regularly posting content to a board, it’s a lot easier to post every day throughout the day. Your profile becomes more robust, and thus, more enticing to those who follow you.
- Increase Your Reach – Group boards increase the number of likes, comments and repins you get because the content is exposed to more people. This can translate to more traffic to your site, which has the potential to lead to more customers. For example, let’s say you have 200 followers and there are 9 more contributors to the board who have 200 followers each. If all of those people follow the collaborative board, your pins may show up in as many as 2,000 people’s feeds.
The good news is, it’s really easy. Here are the steps you need to do so:
- Go to your Pinterest user profile and either select or create a board you would like to use as a group board.
- On the board’s top right, you will see a plus (+) sign. Click the plus sign.
- You will then be prompted to select or search for someone’s username or to add their email address.
- The people you invited will receive the invitation via direct message in their Pinterest messages (and possibly an email depending on how they have configured their settings). They will be able to opt-in to participate in the group board. It’s that simple.
You should ask permission to add people to a collaborative board prior to issuing the invitation. They may not know what it is and ignore the invitation, or they may not be interested in participating.
- Team communication.
- Sharing user-generated content for product launches and amplification.
- Seasonal gift ideas.
- Customer education.
- Connect with different sellers to promote multiple shopping opportunities.
- Establish yourself as an authority on your subject.
- Growing your site’s reach and page views.
How to participate in a collaborative board
Most collaborative boards have rules for participation. If you are participating in someone else’s board, you can typically find the board’s rules in the board’s description.
If you are creating your own group board, you will want to establish rules or guidelines for the collaborative boards you create. For example, I would suggest that you only allow pins that are: vertical (square and horizontal posts do not perform as well), visually stunning, images you have created yourself or have permission to use, in focus, and on brand.
Most collaborative boards also limit the number of pins someone can add per day. Sharing three pins per contributor per day is a great practice. Most board owners require that you repin two pins from the board for each pin you add to it in order to keep the board healthy. If a pin doesn’t fit in with the spirit of the board, the board owner can easily delete it.
Have a great time pinning on collaborative boards on Pinterest. Be sure to let us know how your boards are growing!