Developing a Stellar Social Media Strategy – Part Four: Pinterest

Social Media Series: Part Four

There was a wall in my childhood bedroom filled with photos of the exotic destinations I would someday visit, fashion trends I was meaning to try, and the recipes I would (probably never) make. I called it my “inspiration wall”.

Pinterest is the new-and-improved version of my “inspiration wall”. Not only does it store all of those travel and food photos, it organizes them into categories and provides links to the companies behind the image. So rather than pinning up that glossy photo of the Eiffel Tower on my bedroom wall, Pinterest can help me actually plan my dream Paris vacation.

Think Pinterest Isn’t For You? Think Again.

If you think your vacation rental company has no reason to be on Pinterest, you’re missing out on an untapped market of potential guests! Here are three big reasons you should reconsider Pinterest as part of your overall social strategy:

1. Ideal User Demographics

The segment of people using Pinterest aligns well with the typical person who books vacation rentals. Here’s what we know about Pinterest’s demographics1:

  • More than 150 million people a month use Pinterest.
  • Nearly half of online women use Pinterest.
  • 66% of users make more than $50k per year.
  • More than half of users fall in the 30-54 age bracket.
  • Travel is one of the top 10 categories.
2. Get in front of the undecided traveler

Pinterest Examples

One of the unique things about Pinterest is that it puts your brand in front of potential guests very early in their vacation planning process – possibly before they’ve even decided where they want to go. This opportunity to get in front of the undecided traveler gives you the chance turn your city from a place they’ve maybe never heard of to a bucket-list destination.

3. Pin Now, Travel Later

Picture this: You’re scrolling through Pinterest and come across a gorgeous photo of the lush, green Smoky Mountains. You had no idea Tennessee was so gorgeous in the springtime! So, you pin the picture to your “Must Visit Destinations” board and go on your way. Months later, when you go to plan your spring break trip, you scroll through that Pinterest board, remember how excited you were about heading to Tennessee, click the pin and boom! You’re taken to a vacation rental company’s website to start your travel plans.

Unlike other social media channels, Pinterest content sticks around. In fact, 30% of clicks happen 30 days or more from the time something was pinned.

Setting Yourself Up For Success

If (and when) you’re ready to add Pinterest to your social media mix, be sure to keep these tips in mind as you’re setting up your new account.

Pinterest for Business. You’ll want to set up a Pinterest business account. If you already have a personal account you’d like to use, you can easily convert it into a business account. This will give you access to analytics data, advertising and a few other goodies.

PRO TIP: Look even more professional by adding your logo to all of your pins. You’ll just need to confirm your website by adding some code to the head section of your website. (LiveRez partners can email our Support team to make this happen.) This will also improve your ranking in Pinterest’s search results.

Learn the lingo. Pinterest uses some different terminology than other social channels, but you’ll get the hang of it. Brush up on your Pinterest vocab below:

Pinterest Lingo Explained

Understand the Pinterest algorithm. If you want anyone to see your boards and pins, you’ll need to first understand how Pinterest works. Really, it functions like a search engine. And, just like you would for a search engine, you’ll need to use strong keywords if you want to rank at the top of the results. This article does a great job outlining the best way to utilize keywords to rank at the top of the Pinterest results.

Do some recon. Look at what other vacation rental and travel companies are doing. Note what accounts they repin content from, what types of boards they have and what pins are performing best for them (most likes and comments). This will help you understand what types of images your audience is most likely to respond to.

Start creating new boards. Before you start sending people to your Pinterest account, you’ll want to make sure you have compelling content for them to look at when they arrive. Users will give your page just a quick glance before deciding whether to follow you, so make sure you’re featuring boards with great photos and keyword-rich titles! You want to have enough that users find value, but not so many that you can’t fill them properly. We give you some ideas in the next section.

Fill your boards with relevant, eye-catching pins. Your boards are like a blank inspiration wall, just waiting for some captivating images to be pinned to it. Fill them with a mix of pins you create and repins of other’s relevant content. For example, your “San Diego Beaches” board could contain a mix of pins you create that link to your website’s local area guide and pins that you’ve found in the Pinterest world about restaurants in San Diego.

PRO TIP: Vertical pins tend to perform best, as they take up more space in people’s news feeds. It’s best to use an aspect ration of 2:3 (note that pins must be at least 600 pixels wide).

Pinterest Inspo

So, you’re ready to get started? Let’s get a little inspiration from some companies who are killing it on Pinterest. It’s helpful to do a little recon on companies similar to you (note which accounts they repin content from, what types of boards they have and what pins are performing best for them) to better understand what your audience is most likely to respond to.

Check out some of our favorite vacation-focused Pinterest boards:

WandershareTravel Cheat Sheets
Conde Naste TravelerCharleston Black Book
Cannon Beach Vacation RentalsTravel Necessities
Eastern Shore Vacation RentalsMaryland Eats
Travel ChannelEast Coast Beach Crawl
AllEars.netHolidays at Disney
Seaside Vacations, LLCBeachy Crafts
All Star Vacation HomesThemed Rooms
Wallowa Lake Vacation RentalsWeddings in Wallowa Lake
Tybee Vacation RentalsSavannah Activities

Your Feedback

What did you think? Did we miss an important tip? Have you had success using Pinterest to market your properties, and guest and owner services? Let us know in the comments below.      

Learn More About LiveRez

LiveRez is the most widely used software platform for professional vacation rental managers. The company’s cloud-based, end-to-end platform offers fully integrated solutions for reservation and property management, websites with online bookings, trust accounting, CRM, housekeeping and maintenance, reporting, reviews and more. LiveRez is a proud Gold Sponsor of the Vacation Rental Manager’s Association (VRMA).

Visit LiveRez.com to learn more:

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