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Introduction to Pinterest & Instagram: 
Marketing Where Your Audience Looks
Hi! Here’s Us! 
Wes Yee 
Wes is Head of Demand Generation at Piqora. 
Before joining Piqora he led marketing teams 
at Kony, Sharevault and Semphonic. 
You can connect with him via email at 
wes@piqora.com and on Twitter @wesyee 
Nick Mueller 
Nick is Head of Content Marketing at Piqora. 
Before joining Piqora he led content teams at 
Gawker Media & DARPA. 
Connect with Nick on Twitter at 
nick@piqora.com or @nickmueller
Webinar Housekeeping 
Please ask questions in the question box or 
tweet @Piqora on Twitter 
A survey will be sent following the 
webinar, please let us know how we did!
What’s Being Covered Today: 
1. How to get your content discovered 
2. How to develop a visual content strategy 
3. Accelerating your community growth 
4. Launching a high-impact promotion 
5. Getting unique customer insights from your photos 
that can drive offline sales
Why Are Pinterest & Instagram Important? 
The 
Discovery 
Mindset
What does 
reaching 
people in the 
discovery 
mindset mean 
to my 
business?
Virality
Repins = Amplification
Content
See Your Top Performing Images
Traffic
50% of 
website 
referrals 
happen 3.5 
months after 
and image is 
pinned on 
Pinterest
What does that 
mean to my 
business?
Money!
Strategic Serendipity
Moms Looking For Home Decor
Millennial Women Apparel Shoppers
Pinning 
when your 
followers 
are active 
leads to 36% 
higher 
repins.
Ideas To Test: 
Frequency
Establishing Goals: Hashtags & Brand Mentions 
Monitor how Instagram 
users are tagging your 
brand in ongoing, 
natural conversations. 
Analyze conversations 
within #hashtags 
related to your brand. 
These may be official 
hashtags or 
conversation hubs that 
are tangentially related.
Optimizing Hashtags 
Hashtags are a 
critical part of a 
brand’s Instagram 
strategy, but here’s 
the problem — 
brands are 
struggling to use 
them in a high-impact 
way (73%, 
according to a 
recent Piqora 
study). 
The Instagram Hashtag Report (piqora.com/resources)
Choosing Hashtags On Instagram
Content
Top Website Pins Dashboard
Email Marketing & Site Merchandising 
Inventory Management
Building a Community: 
What Drives Success On 
Instagram? 
• Instagram is a platform for building emotional 
bonds — an opportunity for brands to show 
their personalities, values, passions, and 
ethos. 
• The first step to success on Instagram is visual 
storytelling. 
• For inspiration, take a look a RipCurl, they get 
tens of thousands of likes per photo. 
• Each post is designed with a story in mind.
Ideas To Test: Media Types 
Experiment with different 
forms of multimedia (video 
and images) to see what your 
audiences love. 
Remember 
that there is no one-size-fits-all 
approach to success.
Contests & Promotions
2.1 million impressions per 
Pinterest promotion (average)
Instagram Photo Contests 
Promotions are powerful for 
inspiring brand awareness and 
engagement. 
A structured, user optimized 
workflow can help generate a 
boost in fans and likes — whatever 
outcome is most important for your 
brand to achieve.
Simple Rules (And Creative That Explains Them) 
MyHabit did a great job 
coming up with a creative 
theme for their 
contest, making it fun, on-brand, 
and reasonably 
easy to enter. 
They selected an 
appropriate hashtag, 
gave away a valuable and 
desirable prize, and 
added inspiring photos to 
the contest creative.
Clear Goals & Objectives 
How To Choose The Right Contest: 
1. Sweepstakes are great for generating a lot of photos, likes, and followers 
2. Judged contests yield fewer but higher quality UGC content, which could be integrated into your social or 
online outlets 
3. Judged contests have a higher barrier to entry, but attract more brand advocates who you may want to 
build relationships with.
Contest Landing Pages That Maximize Participation 
Host your contest on a central hub that 
you can work with bloggers and 
influencers to promote — and drive paid 
media to.
Takeaways! 
1. Strategic Serendipity – being in the right place, at 
the right time 
2. Content Analysis – always experimenting with your 
content strategy, track pins, repins, and likes to see 
what resonates. 
3. Hashtags are the key to discovery & being found on 
Instagram 
4. Promotions & contests accelerate community growth
Please reach out! 
nick@piqora.com 
wes@piqora.com 
Time for questions!

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Intro to Pinterest and Instagram Marketing

  • 1. Introduction to Pinterest & Instagram: Marketing Where Your Audience Looks
  • 2. Hi! Here’s Us! Wes Yee Wes is Head of Demand Generation at Piqora. Before joining Piqora he led marketing teams at Kony, Sharevault and Semphonic. You can connect with him via email at wes@piqora.com and on Twitter @wesyee Nick Mueller Nick is Head of Content Marketing at Piqora. Before joining Piqora he led content teams at Gawker Media & DARPA. Connect with Nick on Twitter at nick@piqora.com or @nickmueller
  • 3. Webinar Housekeeping Please ask questions in the question box or tweet @Piqora on Twitter A survey will be sent following the webinar, please let us know how we did!
  • 4. What’s Being Covered Today: 1. How to get your content discovered 2. How to develop a visual content strategy 3. Accelerating your community growth 4. Launching a high-impact promotion 5. Getting unique customer insights from your photos that can drive offline sales
  • 5. Why Are Pinterest & Instagram Important? The Discovery Mindset
  • 6. What does reaching people in the discovery mindset mean to my business?
  • 10. See Your Top Performing Images
  • 12. 50% of website referrals happen 3.5 months after and image is pinned on Pinterest
  • 13. What does that mean to my business?
  • 16. Moms Looking For Home Decor
  • 18. Pinning when your followers are active leads to 36% higher repins.
  • 19. Ideas To Test: Frequency
  • 20. Establishing Goals: Hashtags & Brand Mentions Monitor how Instagram users are tagging your brand in ongoing, natural conversations. Analyze conversations within #hashtags related to your brand. These may be official hashtags or conversation hubs that are tangentially related.
  • 21. Optimizing Hashtags Hashtags are a critical part of a brand’s Instagram strategy, but here’s the problem — brands are struggling to use them in a high-impact way (73%, according to a recent Piqora study). The Instagram Hashtag Report (piqora.com/resources)
  • 22. Choosing Hashtags On Instagram
  • 24.
  • 25. Top Website Pins Dashboard
  • 26. Email Marketing & Site Merchandising Inventory Management
  • 27.
  • 28. Building a Community: What Drives Success On Instagram? • Instagram is a platform for building emotional bonds — an opportunity for brands to show their personalities, values, passions, and ethos. • The first step to success on Instagram is visual storytelling. • For inspiration, take a look a RipCurl, they get tens of thousands of likes per photo. • Each post is designed with a story in mind.
  • 29. Ideas To Test: Media Types Experiment with different forms of multimedia (video and images) to see what your audiences love. Remember that there is no one-size-fits-all approach to success.
  • 30.
  • 32.
  • 33. 2.1 million impressions per Pinterest promotion (average)
  • 34. Instagram Photo Contests Promotions are powerful for inspiring brand awareness and engagement. A structured, user optimized workflow can help generate a boost in fans and likes — whatever outcome is most important for your brand to achieve.
  • 35. Simple Rules (And Creative That Explains Them) MyHabit did a great job coming up with a creative theme for their contest, making it fun, on-brand, and reasonably easy to enter. They selected an appropriate hashtag, gave away a valuable and desirable prize, and added inspiring photos to the contest creative.
  • 36. Clear Goals & Objectives How To Choose The Right Contest: 1. Sweepstakes are great for generating a lot of photos, likes, and followers 2. Judged contests yield fewer but higher quality UGC content, which could be integrated into your social or online outlets 3. Judged contests have a higher barrier to entry, but attract more brand advocates who you may want to build relationships with.
  • 37. Contest Landing Pages That Maximize Participation Host your contest on a central hub that you can work with bloggers and influencers to promote — and drive paid media to.
  • 38. Takeaways! 1. Strategic Serendipity – being in the right place, at the right time 2. Content Analysis – always experimenting with your content strategy, track pins, repins, and likes to see what resonates. 3. Hashtags are the key to discovery & being found on Instagram 4. Promotions & contests accelerate community growth
  • 39. Please reach out! nick@piqora.com wes@piqora.com Time for questions!