Over the past few years, Twitter and Pinterest have become essential channels for both business owners and marketers to build stronger brands and nurture customer relationships. With nearly 50 million active users on Pinterest and over 300 million monthly active users on Twitter, it’s clear that these social networks will continue to influence a large audience of people for years to come.
When it comes to integrating your efforts over each channel to create a more efficient approach to your content marketing, there are many key aspects to think about, such as keeping in mind the unique feature sets and habits of each channel’s user base. These considerations can often complicate your content strategies and make it more difficult to understand which tactics are most important to focus on.
From planning content specifically for each channel to repurposing your content between channels, learn how to properly integrate your Twitter and Pinterest marketing to become more agile when sharing content effectively on both networks.
Inform Your Content with Your Twitter and Pinterest Followers in Mind
In order to integrate your Twitter and Pinterest marketing effectively, you not only need to think about what content you should be creating, but also how that content should be distributed between each channel to better achieve your business goals and also appeal to the needs of each channel’s unique audience. Content that does well on Twitter should be shared with the right formatting on Pinterest as well and vice versa based on the data you’re collecting about which content is driving interactions.
To have a better understanding of the type of content that your Twitter and Pinterest followers are looking for, start by assessing your current content mix. Measure how well your pins and tweets are performing by documenting your content that receives the highest amount of engagement – think comments, shares, retweets, pins, traffic driven back to your web properties, etc.
Next, you want to understand the common elements that make those pins and tweets more effective than others. Perhaps your best content on these channels includes a certain type of image, includes a description of a certain length or was published at a certain time when your audience was highly active on that channel.
Analyzing these elements can help you find the common trends that make your content more effective on each network and is a necessary step when properly integrating your Twitter and Pinterest efforts.
Repurpose Your Twitter and Pinterest Content Together
After you have a general understanding of the elements that can positively affect your Twitter and Pinterest content, you should begin to establish a regular publishing cadence that considers the needs of both audiences while working towards better integrating your followers between channels.
As an initial step, you can use the success of your Twitter content to inform long-form content creation for your Pinterest account and adversely repurpose your Pinterest content into several tweets meant to drive Twitter traffic to your most successful pins. However, while these techniques can be effective, they are only scratching the surface.
Consider using your Twitter network to find and communicate with other Pinterest users to develop long lasting relationships that can help grow your community on the channel in the future. For example, in this tweet from fashion supplier, Vestiaire Collective, they use visually appealing images to creatively promote and attract attention to their Pinterest community on Twitter.
When developing content for Pinterest to distribute on Twitter, you should make sure to elaborate your tweets with visual aesthetics and design content focused around the interests of your particular audience, whether those interests include DIY projects, how-to-tutorials, or even creating specific content to answer your customer service requests.
By answering the needs of your Twitter followers with content from Pinterest, you can begin moving the activity and audience from one channel to the other and better integrate your communities over time.
Create Similar but Unique Content to Grow Your Community
Duplicating a successful Pinterest post on Twitter does not necessarily guarantee similar results, but it is worth testing if you’re taking the necessary time to optimize the content for sharing on each channel.
Each post needs to remain similar enough to drive your goals, but unique enough to not be overly repetitive to your followers. You’re not recreating the wheel when repurposing content, but you’re not simply copying and pasting either. It’s about finding the right balance with repurposing to ensure you’re delivering value.
Yes, you can use elements from great content on one network to inform your strategy on another, but careful attention should be given to the design of your content on each channel to maximize the likelihood that your content will resonate with your followers.
For example, Kraft Cheese recently promoted a recipe and blog content on their website to both their Twitter and Pinterest audiences. The importance is how they specifically designed each piece of content for both networks to appeal to their followers.
— Kraft Cheese (@kraftcheese) June 17, 2015
While both posts aim to serve a similar goal – drive traffic to their website and spur interactions on each channel – they are designed to be unique enough so that the content is not overly repetitive should their fans like Kraft on both Twitter and Pinterest. By adjusting both your Twitter and Pinterest content to match the expectations of each user base, you can capitalize on smarter tactics to integrate these social channels into your overall content marketing strategy.
How have you incorporated Twitter and Pinterest into your content marketing? Have you planned content distribution times around the needs of your audience? What other ways would you integrate these channels into your marketing? Leave your answers in the comments section below.
Updated November 22, 2017.