Why Your Business Needs Pinterest in 2021

Marketing strategies and advertising campaigns often forget about Pinterest, but it has the potential to be a more powerful tool for leveraging brand awareness and sales than the more popular platforms like Facebook and Instagram. Here's why you need Pinterest in 2021.

Pinterest is a visual-first platform.

Like Instagram, Pinterest is built for sharing photos and videos. But Pinterest is perhaps the most visual of all the social media platforms. The posts, called pins, are displayed on the home and search tabs to show the photo or video as the primary content. Pins can be given titles, descriptions and links to websites, but even those are not fully visible until the individual pin is selected.

Pinterest users are on the platform for this very reason; they are searching for visual inspiration, whether it be for a home DIY project or new recipes to try. This creates a perfect opportunity for businesses to promote their own products or services. There's much less pressure on writing captions and copy and instead letting the products speak for themselves.

Another aspect of Pinterest's visual-first platform is their visual search tool. This allows users to see other pins similar to the selected one not based on keywords or hashtags but its visual components.

Users can search for and save pins they like on their boards and even purchase products from the pins right on the platform.

Pinterest is shoppable.

Similar to Instagram's shopping capabilities, Pinterest now allows users to purchase products straight from the pins. The Pinterest storefront is a great place to increase product sales. While users are searching for visual inspiration for their wardrobe, arts and crafts projects, or any other imaginable needs, they can also shop.

The shopping is made easy, with the price and brand of the product displayed with the pin. Users can click the "Visit" button to access the browser where they can make the purchase.

The shopping capability of Pinterest is a prime way to make sales for businesses that offer consumer products, but businesses that offer services can also be successful on the platform. Tips, how-to's and recipes, for example, are valuable resources for users that can be created on your company's Pinterest page.

Pinterest ads go further.

Pinterest allows you to create ads and track analytics on your company's page, and their study found that ads on Pinterest created 2x higher return on ad spend compared to other social media platforms.

Organic posts can be easily discovered through the search tab and the visual search tool, but paid posts could increase brand awareness and sales even more. Another appealing aspect of promoting your pins is that they blend in to the other pins. This might sound counterintuitive to the purpose of paid ads, but if the promoted pins stood out from the rest of the page too much, users might intentionally ignore them.

Whether businesses decide to utilize organic or paid content on Pinterest, it's time they realize the unique social platform is not a waste of time or money. Pinterest is a powerful tool for growing your business and exposing your brand to new audiences.

5 Things Every Podcast Needs

In 2021, there are now 80 million Americans listening to podcasts weekly. There has never been a more optimal time to launch or revamp a podcast than right now, and it has never been easier to do so. Whether you're launching or revamping, there are five things every podcast needs. Of course, there are the essentials: high-quality equipment, energetic hosts, and something (interesting) to talk about, but aside from those elements, here are five more podcast basics. 

1. A niche

So you have a topic to base a podcast on, but do you have a unique one? If you want to talk about financial advice, awesome! But there are hundreds of other podcasts out there with that same topic and some that already have large followings. A podcast needs a niche, then”not something so specific that it'll alienate the listeners, but specialized enough to bring in an audience that will come back for every new episode. Brands and businesses have unique selling propositions that make them stand out from the competition. A podcast's niche should be like that: an original idea or concept that sets it apart from other podcasts with similar big picture topics. It's crucial to find that perfect niche.

2. A consistent schedule

Once the niche audience has been discovered, the podcast needs to run on a regular schedule. If you release episodes twice a week sometimes and once every three months other times, there isn't consistent content that the listeners can count on. You have to focus on building up the audience and then retaining that audience. This is not to say all podcasts need to have daily or weekly episodes, but there should be a dependable schedule. People will fit listening to their favorite podcasts into their schedule, so the creators have to ensure there is a steady stream of content available for the listeners. 

3. Storytelling

While audio on its own definitely has limitations in its narrative abilities compared to visual and audio content combined, podcasts present a great opportunity to get creative. Whatever industry or topic you're discussing, there has to be an element of storytelling. Podcasts are meant to be entertaining, after all. Storytelling doesn't necessarily mean crafting a work of fiction for the listeners. It is as simple as the word suggests: telling a story. Telling stories that relate to the topic of the podcast is essential to engaging the audience and making them feel like they are part of the experience, like they're just having a conversation with a friend. Storytelling also means having a logical structure to the podcast. Listeners need to be able to follow along and understand where the episode is going. 

Read more about incorporating storytelling in your podcast: https://www.podcast.co/create/podcast-storytelling-101#scroll.

4. Great guests

You can have the most entertaining host in the world, but a podcast needs occasional guests. And not just any random guests, but ones that are experts on your topic and have something meaningful to contribute to the conversation. You shouldn't completely rely on high-profile, well-known guests to keep the podcast afloat in regards to numbers of listeners or viewers”they should be additions to episodes in ways that make sense. Welcoming guests to the podcast is necessary for a change of pace for the audience. It's important for the listeners to hear from someone other than the host in order to get different perspectives on topics and also to just hear a new voice. 

5. Fun segments

Many podcasts already incorporate fun segments into each episode, but it's something every podcast needs. Whether it's a five-minute Q&A session where questions from the listeners are answered or a spotlight piece where a certain relevant individual or topical news story is highlighted, you should include at least one segment that elevates your podcast. And it shouldn't just be a time-filler. Having listeners send in questions, suggest episode ideas or ask for advice with a unique hashtag, for example, drives audience engagement. The segment should have a purpose, even if it's just to entertain. At the end of the day, podcasts need to give people a way to feel like active participants in the conversation.