MAKING PINTEREST WORK FOR YOU
Post Shareable Content
What does a brand post ? You might post images of your best products , reasoning that there ’ s no reason to share anything that isn ’ t selling your products . But if that ’ s your line of thinking , you might be missing the point of what it means to be successful on Pinterest — unlike the transitive nature of a social media platform like Twitter , posts on Pinterest need to have more lasting interest . For this reason , it ’ s important to think of Pinterest not as a newswire so much as a way to a create a vision board of what your brand is all about .
Panera Bread has been named one of the most successful fast casual brands on Pinterest , and it ’ s not hard to see why . The brand has almost 40,000 followers and apparently a 98 percent engagement rate on Pinterest , meaning that people are sharing or otherwise engaging with almost every pin the sandwich chain posts .
One of the keys to that is that
Panera Bread is posting a lot more than just promotions — between sandwich promotions and instances of community involvement , the brand ’ s Pinterest boards are dedicated to visually engaging content from delicious healthy recipes and exercise tips to motivation inspiration and stress relieving crafts .
You might ask why a sandwich chain would post recipes encouraging consumers to cook for themselves and eat at home , let alone any posts that are not directly food related . The answer is because Panera Bread is realistic in understanding that its consumers aren ’ t going to eat at Panera 24 / 7 — its Pinterest board is about establishing a connection between Panera Bread and more conscious and healthful living . If all goes well — and it certainly seems like it has — Pinterest users who follow Panera will reach for a sandwich instead of a burger when they ’ re on the go .
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