How to Use Pinterest: The Insider Guide for Businesses (With Strategies From the Pinterest Team)

Pinterest is one of the world’s leading platforms for sharing ideas and finding inspiration.

Over 200 million people flock to the social network each month to discover new products, recipes, destinations, articles, influencers, and so much more.

But Pinterest isn’t just for individual users like you and me.

It also represents a huge opportunity for businesses and brands looking to build an engaged audience and drive valuable traffic to their website:

  • More than 52% of Pinterest users report that Pinterest helps them find items to buy; and
  • 61% say they’ve discovered new brands and products from Promoted Pins.

Today, we’re excited to share with you exactly how to use Pinterest for business.

During an exclusive Facebook Live event with the Pinterest team, we learned more than 100 insider strategies and this article contains the very best of those ideas.

Let’s dive in!

How to use Pinterest: The insider guide for businesses

How To Use Pinterest - The Insider Guide for Businesses

Table of contents

Feel free to skip around as you please!

Looking for more insider tips? We recently hosted an exclusive Facebook Live event with the Pinterest team all about how you can succeed as a business on Pinterest. Brian Peters from Buffer along with Aaron Ru and Leon Lin from Pinterest shared tons of proven top tip and strategies to get the most out of Pinterest.

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How to use Pinterest for business: Overview

Pinterest functionality is a lot different than what you might see on other social networks such as Facebook, Twitter, or LinkedIn. And it’s constantly evolving!

Let’s start with a quick overview of the various features and terminology you’ll need to know in how to use Pinterest to the fullest.

Pins:

Pins are a central part of the Pinterest experience and they are how users discover new content.

As Pinterest puts it, “Pins are visual bookmarks that you collect on boards. You can save Pins you find on Pinterest or add new ones from your favorite websites.”

What is a Pinterest Pin?

Each Pin typically contains an image, infographic, or video and a link back to the original source.

Boards:

I like to think of Pinterest boards as a virtual version of an old-school cork board – allowing users to save their favorite pieces of content (Pins) in one place.

Pinterest explains, “Boards are where you save and organize your Pins. You can make boards for anything and everything-save your recipes to one board and your dream vacation destinations to another.”

What is a Pinterest Board?

Boards allow businesses and brands to curate their favorite content based on hundreds of topics and interests that users can quickly browse.

Repin:

Even if businesses aren’t creating original content for Pinterest, they can still add a ton of value to their followers through Repins.

A Repin is when a user adds a Pin to their own board while browsing Pinterest. It’s important to remember that when a user Repins an original Pin, the user who first pinned the image will also get credit.

What is a Pinterest Repin?

Keep in mind that Repins maintain the original source link of the content no matter how many times it has been Repinned.

Promoted Pins:

Like many other social networks, Pinterest provides businesses with a robust set of advertising tools to get their content in front of new users. In Pinterest’s case, they are called Promoted Pins.

Promoted Pins are Pins that businesses pay to appear where users are likely to notice them. The Promoted Pins a user sees are based on interests and activity on the platform (or because you visited an advertiser’s site or app).

What is a Pinterest Promoted Pin?

Fun fact: 1 out of 2 Pinterest users have made a purchase after seeing a Promoted Pin.

How to use Pinterest for business: Getting started

If you’re just getting started with how to use Pinterest or you’re wondering how you can take advantage of exciting new features for businesses, this section will help get you up and running in no time.

1. Create a Pinterest business account

There are two options to create a Pinterest business account. First, you can covert an existing personal account into a business account. Business accounts are better for marketing because they come with extra features, like Pinterest Analytics and Promoted Pins.

The second option is to create a business account from scratch:

Creating a Pinterest Business Account

Enter your business information such as email, name, website URL, and then hit “create account.”

Either way, we highly recommend creating a business account to get the most out of Pinterest.

2. Complete your Pinterest profile

Once you’ve created a new business account, there’s still some work to do to make sure it’s optimized for success.

Completing your profile is the next key step in ensuring that your account is discoverable and looks legitimate to users on Pinterest.

Complete Pinterest Profile

Make sure that your business name, profile picture, username, and description all match your brand identity across other social media networks.

3. Claim your business website

Claiming your website on Pinterest unlocks a host of great features including: analytics, a featured logo, early access to tools, and more.

Claim Website on Pinterest

To claim your website, you need to be able to edit your website’s HTML code. Here’s a easy-to-follow guide from Pinterest on how to quickly claim your website.

4. Create your first Pinterest Board

We’ll get into how to use Pinterest best-practices later n this guide, but for now I wanted to quickly show you how to create and organize your first board(s) so that you can start Pinning!

Head to your Pinterest profile and click on “Boards.” From there, click on the red “plus” symbol to create your first Board:

Create a Pinterest Board

Next, choose a name for your board and select if you would like to make the board “secret.”

How to Create a Pinterest Board

Only you (and anyone you invite) can see your secret Pins and boards. Secret Pins and boards won’t appear in the home feed, in search or anywhere else around Pinterest.

Setting your boards to “secret” will allow you to fill them with great content before ever sharing them with the world.

Once your board is created, there’s one more step before it’s ready to go. Hover over your newly created board and select the small “pencil icon” to edit your board’s settings:

How to Create a Pinterest Board Step 3

You can edit the individual settings for each board including: name, category, description, cover image, and more.

Filling out these details for each board will help with SEO (discoverability) as well as providing users with additional context about your account content.

5. Create your first Pin

Now that you have your board(s) in place, it’s time to start Pinning!

Here’s a quick breakdown of the various ways to Pin and Repin content on Pinterest.

Pinterest browser button

One of the easiest ways to Pin content to your boards from around the web is with the Pinterest browser button. Once installed, simply select the Pinterest button on your browser, choose and image to Pin, and select a board.

Pinterest Browser Button

Buffer Extension for Pinterest

One of my favorite ways to share content to Pinterest is with the Buffer Chrome Extension.

The Buffer Chrome Extension allows me to quickly customize and schedule Pins to my Pinterest account from anywhere on the web:

Buffer Pinterest Extension

Buffer will automatically add the Pins to your queue based on the schedule you have created. And Buffer will also share insights into how your Pins are performing once they are sent out.

I’ve found this saves me a ton of time and allows me to plan my Pinterest content days/weeks/months in advance.

We’d love for you to give Buffer for Pinterest a try for free!

Manually Pin your content

You can also create Pins from scratch manually.

To do so, choose the board that you would like to Pin to. Then, select “Create a Pin:”

Create a Pin on Pinterest

From there, you’ll be able to add Pin details such as the website URL, description, and featured image:

Create a Pin for Pinterest

Manually Pinning content is a great option as well if you’re in a pinch, but I prefer the Pinterest Browser Button or Buffer Extension in order to stay consistent on Pinterest and maximize results.

How to use Pinterest for business: Best-practices

We had the pleasure of chatting with Pinterest team members Aaron Ru and Leon Lin about how to use Pinterest for business.

Needless to say, they had a plethora of insider information to share!

Let’s start with some high-level advice on getting the most out of your Pinterest business account. Then, we’ll move into more specific strategies for Pins and boards.

Share your best ideas

The number one thing you can do to be successful on Pinterest is to focus on sharing your best ideas. According to Pinterest:

“The best Pins represent the best ideas – they’re inspirational and actionable. Create Pins that have a clear audience, and are engaging for that audience.”

Key takeaway: Inspirational and actionable.

How to Use Pinterest for Business

People come to Pinterest to find ideas from brands and businesses (like you), and they’re actively looking for new ideas and inspiration from great accounts.

Find your audience on Pinterest

Like many other social media networks, focusing on a niche group of highly-engaged users will produce far greater results than targeting a broad, unspecified audience.

If you focus on sharing consistent content within your niche, people will start to look to you as a continual source of inspiration and information. Focusing on a niche audience will also produce favorable results within the Pinterest algorithm.

As the Pinterest team puts it, “Our system will then do the work of showing your content to more people who might also be interested in your Pins.”

Check out the latest pins from our friends over at Canva:

Canva Latest Pinterest Pins

Every new Pin is focused on the specific theme of design. Now, anytime a user needs some design inspiration, they know they can go to Canva directly on Pinterest.

Be patient, stick with it

Unlike social networks such as Facebook, Instagram, and Twitter where engagement and reach typically happen within the first 24 to 48 hours, content on Pinterest will continue to grow over the course of days, weeks, months, and even years.

In that regard, Pinterest is one of the most powerful social media networks for long-term growth and sustainable traffic to your website – a major advantage!

The Pinterest team’s biggest piece of advice when it comes to long-term growth:

How to Use Pinterest for Business Marketing

“Be patient and stick with it. Publishing consistently over consecutive months is the best way to build a dedicated audience.”

How to use Pinterest for business: The art of the Pin

The Pinterest team shared more than 75 tips, tricks, and strategies on how to use Pinterest Pins and boards. We’ve distilled that information down into the most actionable takeaways for marketers and businesses, starting with Pins.

The art of the Pin: Images

Pinterest is a visual-first platform and so a good image can make all of the difference in maximizing results.

Use unique, eye-catching images

Images that stand out, are colorful, unique, and say something specific about what you have to offer will give you a major edge compared to other content on the platform.

The Pinterest team explains further, “Lifestyle images are often more effective than product shots. Much of what works with traditional print ads works on Pinterest as well (angles, graphic backgrounds, color, use of space, etc.)”

Use high-resolution, uncluttered images

Similar to most all social media networks and websites, you want to make sure that the images you share are in full, high-resolution. If your images are pixelated, small, or unclear, they will not capture users’ attention in the Pinterest feed.

You’ll also want to steer clear of cluttered images.

According to Pinterest, 80% of Pinners use Pinterest on mobile, so check out your Pin on mobile to make sure the message is easy to digest (and that text is legible in the desktop feed as well as on smaller, mobile formats.)

Use a vertical aspect ratio

As Pinners and marketers know, Pins are organized into columns. Meaning that vertical images take up more space and stand out more in the feed.

The ideal aspect ratio for a vertical Pin is 2:3-600px wide x 900px high.

Here’s a great example from the Social Media Examiner Pinterest account:

Square images – 600px wide x 600px tall – can work well, too!

*The Pinterest team advised businesses to make sure that Pins do not exceed a 2:3 ratio because they’ll get cut off and/or distributed less frequently.

Consider adding a little copy

If your image doesn’t give enough context on its own, the Pinterest team recommends adding copy to the image to help land your message.

But as we mentioned before, try to keep the copy simple and don’t let it clutter the overall image.

Add tasteful branding

To convey credibility, build a brand, and help people understand who or where the Pin is coming from, try including your product, packaging, or logo in your image.

Here’s an example of an infographic we created to promote our blog post on Pinterest – including the Buffer logo directly at the top:

Pro-Tip: Avoid logo placement in the corners of the Pin, or it will get covered up by our visual search icon.

Use multiple images

Did you know: Pins that feature multiple products generally get 30% higher clickthrough rates and 20% higher checkouts, possibly because they evoke curiosity and inspire people to act?

The Pinterest team explained that this works especially well for food, DIY, and beauty content creators who show how-to steps.

It also works well for outfit, roundup, and before/after Pins!

The art of the Pin: Title, description, and hashtags

Provide helpful, detailed descriptions

It probably goes without saying, but Pins with descriptions drive more clicks to your site than those without.

If your objective is to drive clicks, use the description to hint that there’s more to see on your website. Don’t give everything away on Pinterest – just enough to pique a user’s curiosity.

Pinterest mentioned that a strong call to action-like “shop,” “make,” “find,” or “buy”-will encourage people to take the next step.

Use solid, well-researched keywords

One of the keys for ensure that your Pins remain discoverable over a long period of time is to think of the Pinner’s mindset when they are looking for content like yours… and then incorporate those keywords directly into the title and description.

For example, if you’re a DIY blogger with great summer drink recipes, use words like “summer”, “drinks”, “non-alcoholic”, and “recipe” in the title and description.

Or, if you’re a financial services company trying to reach new home buyers, try “home purchase” and “financial help.”

Pro Tip: The Pinterest Search function can help you find new keywords. If your Pin is a roast chicken recipe, for example, search for “roast chicken” on Pinterest. You’ll see suggested searches for “roast chicken whole” and “roast chicken oven,” and search guides like “simple” or “cast iron.”

All of these are great keywords you can add to your description when appropriate!

Add up to 20 relevant hashtags

Yes, it’s true!

Hashtags are a key part of the Pinterest search and discoverability experience.

The Pinterest team recommends that individual Pinners and businesses use up to 20 hashtags to help users discover trending, relevant content.

Pro Tip: Hashtags should act as broad search terms, not niche humor (#springfashion is great, #ilookterribleinhats is not).

Utilize video Pins to bring your ideas to life

Video content on Pinterest can be an incredible way to bring your ideas to life with motion and sound.

To use up as much screen space as possible, make sure your videos are designed for mobile, and are exported in either square or portrait format.

Shorter videos work best when you want Pinners to discover you (if your goal is awareness or storytelling). Go longer when you want people to do something with your idea (great for education or tutorials).

The art of the Pin: When and how to save images

Once you have a good feel for what sort of content works for your business on Pinterest and an array of relevant Pins and boards on your profile, it’s time to master the art of when and how to Pin.

Here’s a list of quick tips to get you started!

First five Pins each day are prioritized for distribution

According to Pinterest, you won’t be penalized for having a lot of Pins. However, aim to keep them organized in relevant boards.

It’s also a good idea to save Pins regularly, rather than all at once. In other words, consistent, daily activity is much better than a once-a-week or once-a-day flurry of Pins.

Buffer for Pinterest

By using a tool like Buffer for Pinterest, we’re able to schedule content out days, weeks, and even months in advance. This allows us to keep a consistent stream of Pins flowing to our boards without “spamming” our followers or missing out on positive Pinterest algorithm benefits.

Always include links

When people click on a Pin, they expect to be taken to a landing page so they can learn more about the idea or information that you shared on Pinterest.

That means ensuring that your content includes a relevant link to the original source every single time – even if the link does not lead to your own website.

*Note: Pinterest does not distribute Pins with broken links.

Lean into trends

People come to Pinterest well in advance of the season, holiday, or event they’re planning for.

Start saving Pins about upcoming trends, seasonal events, or holidays around 45 days in advance. Then keep adding more ideas daily and maintain a steady pace of content.

For example, Cristin Cooper // The Southern Style Guide shared a variety of birthday party themed Pins leading up to the summer season here in the United States:

Pinterest users could then save her Pins leading up to their event(s) and refer back to them later for inspiration.

Linking multiple Pins to the same destination

Pinterest best-practices show that it’s a beneficial strategy to save a variety of images that appeal to different types of Pinners  – all linking back to the same source or destination.

When doing so, just make sure to add specific descriptions for each Pin. This will greatly help to improve your SEO.

Save to the most relevant board first

The Pinterest team shared that it’s great to save a Pin to multiple boards, but that it’s important to save to the most relevant board first – that Pin will get distribution priority in the Pinterest feed.

And remember that saving Pins to irrelevant boards won’t help and may hurt the distribution of your content on Pinterest.

In other words, make sure the Pin and board are a perfect match.

Add content to Pinterest while it’s fresh

Last, but not least, Pinterest prioritizes Pins that are new to the world and to Pinterest.

As soon as you create new content on your website or on other social media channels, be sure to save it to Pinterest as well.

You can quickly do this by utilizing Buffer Tailored Posts, which allows you to schedule unique content to each social media platform from one place.

How to use Pinterest for business: The art of the board

Now that we’ve covered just about everything marketers and businesses need to know about Pins, it’s time to chat about how to use Pinterest boards.

Again, the Pinterest team shared several useful, insider tips to maximizing Pinterest board results.

Strategically name your boards 

First and foremost, ensure that your board names are specific and relevant to your audience on Pinterest. Be creative, but use board names that contain strong keywords for SEO.

Looking at the Cristin Cooper // The Southern Style Guide profile again, she has clear, well-defined audience in mind with straight-forward, yet creative board names:

How to Use Pinterest Boards

Each board above is structured around a fairly general keyword and topic, allowing her to save a variety of Pins to each.

Create at least 5 cohesive boards 

One big mistake businesses often make when creating boards on Pinterest is that none of their boards are connected to a specific theme or style. Their profile seems to be a bunch of random topics, which can be confusing to Pinners.

Try organizing your boards with sections, styles, or specific topics, where it makes sense.

For example, Food Network organizes several of their boards around a fun theme they call, “Let’s”:

How to Use Boards - Food Network Pinterest

“Let’s Cook”, “Let’s Watch”, “Let’s Celebrate” is their unique way of utilizing relevant topics and keywords to grow their audience while also adding their own uniqueness to their Pinterest profile.

Optimize your board for search

Another way to have your content discovered on Pinterest on a consistent basis is to use your boards as an individual SEO tool.

To optimize your board for Pinterest SEO, start by adding keywords to your board description and pick a board category to help the Pinterest algorithm better understand your content. I.e., what it’s about, who it’s for, what it contains, etc.

You can add keywords and a board description directly within the board editor.

Join group boards authentically

Pinning solo is great, but teaming up with other influencers and businesses on Pinterest can help take your results to the next level.

Group boards are the perfect way to collaborate with other Pinners and can help to show your audience brand new content from two brands that they might love.

*Note: The Pinterest team does not recommend joining group boards as a strategy to increase your followers. But joining group boards will give your content a boost as Pinterest prioritizes content to Pinners who’ve opted to follow your boards as a result of the partnership.

How to use Pinterest for businesses: Key takeaways

There is a TON to learn about how to use Pinterest for businesses. We hope this guide will serve as your launch pad for incredible results on Pinterest moving forward.

We recommend starting off small – experimenting with a few of the Pinterest strategies above and then increasing your output and experiments over time.

If we could leave you with just three tips on how to use Pinterest before you go, they would be:

  1. The best Pins represent the best ideas. Great Pins are inspirational and actionable. Create Pins that
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Tory MP Andrea Jenkyns Quits As Ministerial Aide Over Brexit

Andrea Jenkyns, MP for Morley and Outwood, addresses the Conservative Party conference in Manchester.

Tory MP Andrea Jenkyns has quit as a ministerial aide to fight for leaving the customs union via her membership of a powerful Commons committee.

The Morley and Outwood MP resigned from her role as parliamentary private secretary (PPS) at the Ministry of Housing, Communities and Local Government, on Thursday, saying she wanted to focus on securing the “right kind” of Brexit.  

Jenkyns is a member of the influential Brexit Select Committee, led by Labour MP Hilary Benn, but says it is “unbalanced” in favour of Remain supporters.

The MP, who defeated Labour’s Ed Balls to win her seat in 2015, said it had been a “huge honour” to serve as PPS but had decided to stand down to “concentrate more of my time on obtaining the right Brexit for our country and my constituents”.

Although unpaid, PPS roles are often seen as the first rung on the ladder for ambitious MPs vying for ministerial positions.

Jenkyns said: “Standing down as a PPS was a difficult decision for me, but I have decided that this is something that I need to do to be able to fully commit to my other parliamentary duties.

“I have an obligation to my constituents and the 17.4 million people around the country that decided to leave and take back control of our destiny.

Labour MP Hilary Benn, the remainer who chairs the Brexit Select Committee 

She said Theresa May had her “full support” but in a pointed message about the kind of Brexit deal she wants, Ms Jenkyns said: “We want to see a new relationship with Europe, with a new model not enjoyed by other countries – nothing that leaves us half-in, half-out.

“And in order to achieve this, we need to leave the customs union.”

Explaining her concerns about the Exiting the European Union select committee, she said: “Currently, there are 21 members on the Brexit committee, only seven of which voted to leave the EU.

“It is my opinion that the reports produced by the committee have been unbalanced in favour of us either remaining in the EU, the customs union or delaying our departure.

“I, therefore, feel I need to spend more of my time doing all I can do to correct this imbalance and be a robust voice for the benefits of Brexit.

“During my time on the committee, it has become clear that some of my colleagues are committed to upsetting the democratic decision of the British people.

“Over the past few months, this situation has caused me much frustration, but since this disparity is unlikely to change I feel it is my duty to give the necessary attention to this vitally important role.”

Her comments came as the committee published a report criticising the Government’s failure to decide on a customs model for the future and suggested that staying in the customs union was the only “viable option” until a replacement was ready.

How Facebook Marketing is Changing (And How to Be Prepared)

Too busy to read? Just click the play button below to listen to this post.

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Facebook, as a platform, is barely recognizable from the social network that launched to connect Harvard University students in February 2004.

And looking ahead, the Facebook of five years from now is highly unlikely to resemble the product that 2.2 billion people use every month right now.

That’s no bad thing. If Facebook is to thrive over the next 5, 10, 15+ years, it’ll need to evolve.

Here’s where we think it’s heading…

Back in January, Facebook founder, Mark Zuckerberg, outlined his vision for the future of Facebook on his Page:

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What followed was an update that would prioritize posts from friends and family over public content from Pages in the News Feed.

And just a couple of weeks back, Facebook announced another significant update that could signal a new path for the platform – an update that only developers are likely to have picked up on so far.

On April 25, Facebook announced some API changes on its developer blog:

The `publish_actions` permission will be deprecated. This permission granted apps access to publish posts to Facebook as the logged in user. Apps created from today onwards will not have access to this permission. Apps created before today that have been previously approved to request `publish_actions` can continue to do so until August 1, 2018.

These changes mean that developers, and platforms like Buffer, will be unable to post content on behalf of personal Facebook profiles. This brings Facebook’s API in-line with Instagram’s, meaning developers can only post to business profiles and pages on both Facebook and Instagram.

For more information on how these API changes relate to the Buffer product, you read this full overview with all the details in the Buffer FAQ.

At Buffer, we believe it paints a pretty clear picture that Facebook wants individuals to be interacting with its products (Instagram, Facebook, Messenger, Whatsapp) and others on the networks in a manual, deliberate way – whether that is posting content, consuming content or engaging with content.

What this means for the Facebook ecosystem

Facebook seems very keen to encourage more users to share content and counter the decline of user-generated posts.

For example, its recent focus on Stories and Groups could be seen as a way to encourage more unique content. This, coupled with the “meaningful interactions” update, shows that Facebook might be hoping that more unique content shared by users, reaching more of their closest friends and family will help to spark more conversation and interaction on the platform.

In his January update, Zuckerberg shared:

The research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos – even if they’re entertaining or informative – may not be as good.

For many, Facebook has evolved into a passive experience. Somewhere you go to view a photo, read a news story or watch a video, but not a place you share and engage with friends.

Throughout 2018, and beyond, Facebook will likely continue to experiment with ways to connect users to those closest to them and encourage time on Facebook to be time well spent.

So rather than prioritizing content that might grab a user’s attention, but drive little interaction, Facebook will favor the content that sparks conversations and brings people closer together.

As Brian Peters’ explained in a recent post:

Active interactions such as sharing, commenting, and reacting will hold much more weight than “passive” interactions such as clicking, viewing, or hovering.

The API changes could also help from a privacy and trust standpoint too, as users will know that every update shared by themselves as well as their friends and family will have come directly from them.

So no apps or third-party products will be posting on their behalf or accessing their own or their friends’ data without being given really explicit permission.

What this means for businesses on Facebook

It appears that Facebook wants to encourage businesses to continue to create and share high-quality content on its platform and will continue to support third-party tools (like Buffer) that help businesses to create, schedule, publish and analyze the performance of their content.

At Buffer, we also believe that these changes will help to make Facebook a “healthy” environment for both businesses and individuals. As Joel recently shared:

These new restrictions are more likely to affect products that are pushing the boundaries of what are healthy social media strategies. We believe that the changes will result in a healthier ecosystem for Facebook and Instagram and, by extension, a better place to be for our mutual users.

But what does this mean for marketing on Facebook? Here are a couple of thoughts… 

Fewer posts will receive organic reach

Overall, I believe that this might lead to marketing on Facebook feeling a little more like search engine marketing – a direction we’ve been heading in for a couple of years as organic reach has declined.

On Facebook now, some of your best content will still reach your audience and organically take off (similar to reaching page 1 of Google for a relevant keyword) and this will happen for 1-2% of the best content on Facebook.

And for those pieces of content that don’t break through organically, Facebook’s advertising product offers the chance to display your content to your target audience using its incredibly powerful targeting features (similar to using Google AdWords).

Content should become a destination

There’s also an opportunity for businesses to start thinking about episodic content – the type of stuff your audience will actively seek out if they get into a routine of knowing when it’s published.

Much like how people might purposefully open Netflix to watch the latest episode of their favorite series, people will begin to actively seek out the best content on Facebook.

Moz’s Whiteboard Friday has made their blog a go-to destination for search engine marketers for a few years. And now we’re seeing similar on Facebook. For example, The Ringer’s NBA Desktop show has basketball fans heading to their Facebook Page to check out the latest episode every Tuesday and Friday.

But episodic content doesn’t have to mean high-end video production. It could be a weekly Facebook Live session, daily featured images or a question of the day (using Facebook’s polling feature).

Marketers need to start thinking about how they can make their content worth seeking out. It’s almost like “Inbound Marketing 2.0”.

Instead of interrupting the Facebook News Feed with content, how can you make your content a destination for your target audience?

That’s the big challenge ahead for social media marketers.

Over to you

What are your thoughts on the future of Facebook marketing? We’d love to hear your thoughts in the comments below.

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How to Share Posts From the Instagram Feed to Stories

Instagram has released a new way for users to easily share feed posts to stories.

More than 300 million users now use Instagram stories daily and this update will enable them to share any post from their Instagram feed directly to stories.

In the feature’s launch blog post Instagram explained:

When you come across something in feed that inspires you – like a post from a friend raising money for a cause or a photo of a new design from your favorite brand – you can now quickly share that post as a sticker to your story for your friends and followers to see.

How to share feed posts to Instagram Stories

To share feed posts to stories:

  1.  Tap the paper airplane button below the post (like you would to send a direct message)
  2. You’ll then see an option on the following menu to “Create a story with this post”
  3. Tap it to see the feed post as a sticker with a customized background ready to share to your story. You can move, resize or rotate the photo or video. You can also use drawing tools or add text and stickers.

Any post shared to a story will include a link back to the original post and include the original poster’s username.

Only posts from public Instagram accounts can be shared to stories. If you have a public account and would like to opt-out from letting people share your posts to stories, you can do so within Instagram’s settings.

In a recent episode of The Science of Social Media, hosts, Hailley and Brian discussed this update (around the 4:45 mark in the below audio):

Want to stay up-to-date with the latest social media news and views? Subscribe on iTunes or Google Play.

How brands can use this feature

Many brands and influencers already use stories as a way to drive attention to their latest feed and promote their latest posts. This update will be a welcome improvement to this process by allowing users to directly link to their latest feed posts, rather than taking a screenshot of a post and manually adding it to stories.

As Brian mentions in the podcast, this could enable brands to use stories as a way to cross-promote their feed posts to their audience on stories – people who may have potentially missed the post in the feed.

“One of the reasons we love stories so much is that it can be used as cross-promote content and now users will be able to go from stories directly to your feed,” he explained.

Hailley also drew comparisons between this feature and Twitter’s quote tweet functionality, where users can share content from the feed, but also add their own thoughts and context around it.

This is another exciting update from Instagram – following the share to stories and live video chat announcements at F8 – and it helps to better connect the feed to stories as well as providing a way for users to re-share some of their favorite Instagram content in a more public way than sharing with a couple of friends via a direct message.

These updates now available on Android and will be coming to iOS in the coming days.

What do you think to this release from Instagram? Will it change how you use Instagram stories for your business? Let us know in the comments <img src="http://s.w.org/images/core/emoji/2.4/72×72/1f4ac.png&quot; alt="

4 Million Homes Needed To Solve Crisis ‘Epic’ Crisis, Startling Research Finds

The research said 145,000 of these 340,000 homes should be affordable homes. 

As many as four million homes are needed to meet burgeoning demand, it was claimed, as new research reveals the “epic” scale of the housing crisis facing England. 

The estimate, calculated for the National Housing Federation and the charity Crisis, takes a comprehensive view of how many people do not have a place to call home. 

It counts people who are homeless, “boomerang” generation adults still living with their parents, couples who would otherwise have separated, and people in flatshares who would have moved out.

David Orr, chief executive of the National Housing Federation, said: “This groundbreaking new research shows the epic scale of the housing crisis in England.

“The shortfall of homes can’t be met overnight – instead, we need an urgent effort from the Government to meet this need, before it publishes its social housing green paper in the summer.”

The research looked at Office for National Statistics (ONS) population figures and the English Housing Survey as well as other reports to arrive at the four million estimate.

The research, conducted by Heriot-Watt University, also estimates that to both tackle the backlog of homes needed and keep up with new demand, the country needs to build 340,000 homes per year until 2031.

As many as four million homes needed in England

It said 145,000 of these 340,000 homes should be affordable homes. Of the 145,000 affordable homes, 90,000 should be for social rent, 30,000 should be for intermediate affordable rent and 25,000 should be for shared ownership.

The news comes after HuffPost UK revealed former Housing Minister Sajid Javid surrendered to the Treasury a total of £292m allocated for desperately-needed affordable homes over the course of two years, despite demand rising. 

Jon Sparkes, chief executive of Crisis, said: “To truly get to grips with this crisis and ensure everyone has a safe and stable home, we must build the social and affordable housing we need to end homelessness once and for all.”

Terrie Alafat, chief executive of the Chartered Institute of Housing, said: “This isn’t just a numbers game and we have to make sure we build the right homes, in the right places and that people can afford them.”

Campbell Robb, chief executive of the Joseph Rowntree Foundation, said: “Now is the time to redesign our housing market so that it works for everyone – no matter who they are or where they come from.”

And Polly Neate, chief executive of Shelter, said: “Government can turn things around but only by building many more of the high quality, genuinely affordable homes this country is crying out for.”

John Healey, Labour’s shadow housing secretary, said the Government must act.

He said: “This research confirms the immense scale of the housing crisis that Britain faces and just how far short this Government is falling.

Newly-appointed Housing Minister James Brokenshire faces calls to act. 

“It also reinforces Labour’s case for a big new affordable housebuilding programme, with a million new genuinely affordable homes over ten years, starting from the current record low level under the Tories.”

A Ministry of Housing, Communities and Local Government spokesman said Theresa May was investing.

He said: “This Government is committed to building a housing market fit for the future, with the homes our communities need.

“We have a comprehensive plan to deliver this, including reforming planning rules and investing £9 billion in affordable homes.

“We are also allowing councils to borrow more and providing them with increased certainty over rents so they can build more homes.”

Eurovision 2018: Netta Wins For Israel, As UK’s Entrant SuRie Finishes Third From Bottom

All-singing all-dancing all-clucking Israeli singer Netta has been crowned this year’s Eurovision champion.

Eurovision viewers voted her as this year’s champion after Saturday night’s (12 May) final, after winning them over with her version of the energetic, beatbox-heavy track, ‘Toy’.

Despite Eurovision jurors having selected Austria as their winners, the voting public’s votes boosted Netta to the top of the leaderboard with an impressive 529 points. Her closest competitor, Cyprus’s Eleni Foureira scooped 436.

Netta learns she's won the Eurovision Song Contest

After collecting her award from last year’s champion Salvador Sobral (who notably slated her song as “horrible” earlier this week), she thanked viewers for “choosing different, “accepting differences between us” and “celebrating diversity”.

Perhaps controversially, she added: “I love my country… next time in Jerusalem.”

The UK’s entrant, SuRie, finished third from bottom, with 48 points.

The final scoreboard

She had a tough time on the night, when her performance of ‘Storm’ was interrupted by a stage invader, who stole her microphone, shouting: “For the Nazis of the UK media, we demand freedom.”

After the stage invader was removed by security, SuRie finished her performance without incident, winning praise from Eurovision viewers for her perseverance, as well as commentator Graham Norton.

In the lead-up to this year’s Eurovision, Netta had been the bookies’ favourite, but slipped down in the odds when Cyprus scooped a new legion of fans during the semi-finals.

Prior to the live final, we named Netta as one of five acts to keep an eye out for, noting: “What sells the song is Netta, whose energy and infectious confidence we can’t help but get behind.”

Take a listen to Netta’s track below: