Focus Allocation — Pinterest: While not one of the largest social platforms, Pinterest can drive significant traffic. While the competitive set currently drives little to no traffic from Pinterest, brands like Standard Dose manages to generate anywhere between 23-27% of their desktop social traffic from the platform; this shows that this is an unsaturated market with large potential for traffic driving.
Social Content — “Finding Balance” is one of the main trend themes according to Pinterest: From Pinterests annual reports, “finding balance”, which includes ideas such as “chicory root” (for anti-inflammatory purposes), “balanced living”, “mood booster playlists” and “ylang ylang oil” (for calming and relaxing purposes) are some of the top trends of 2020. This suggests that users of Pinterest are particularly interest in ways to improve their health and finds ways to relax.
Tactics — Treat Pinterest as a search engine: Use generic keywords such as “cold season”, “seasonal allergies”, or even general descriptive product keywords such as “cold remedies” or “gluten-free” rather than specific product or brand names such as “Plant People” or “Sunday Riley” to increase search result visibility.
Tactics — Use GIFs and video content to make your content stand out amongst photos: GIFs work particularly well in this board format as Pinterest allows auto-play for their GIFs. While most content on Pinterest are static photos, GIFs break up the flow of the photos and draw user attention. Currently, no competitors are making use of GIFs on their boards.
While Pinterest is a great way to get web traffic, none of the brands in the CBD competitive set have a large following or large monthly views on Pinterest. Brands like Feals and Standard Dose, on the other hand, drive a lot of views.
Standard Dose drives an extremely high volume of their social traffic from Pinterest, unlike competitors in the competitive set.
Taking a look at Standard Dose’s Pinterest strategy, this is how they are able to drive significant traffic from platform:
Standard Dose also uploads shoppable carousel style pins that tell a story (i.e. a complete skincare routine):
Treat Pinterest like a search engine. Standard Dose uses as many descriptive, product-related keywords in their content titles and descriptions as possible, rather than only using brand names.
They also upload their entire product catalogue on Pinterest in the form of shoppable pins with prices, and a link to their site
Feals, on the other hand, takes a different approach. Rather than focusing on pushing products and sales, Feals focuses on brand image, building inspiration and brand awareness. The brand treats Pinterest as an inspiration board, filled with travel pictures, nature shots, and more. Feal's pins are usually UGC or taken from other sources such as Tumblr, Instagram or even Wattpad.
One thing that Feals does that is similar to Standard Dose is its educational content: